MUMBAI: After launching two properties last year - websites �Planet Radio City' and �Radio Rocks', Radio City has started 2009 by foraying into the education space with the Radio City School of Broadcasting (RCSB).

Formally announced on Tuesday, RCSB is an autonomous educational unit instituted by Music Broadcast Private Limited (MBPL) which operates Radio City. The institute would be instrumental in providing a training platform for all radio aspirants owing to its 8 year expertise in the radio industry.

Speaking at the launch announcement Radio City CEO and Chairperson of RCSB Apurva Purohit said, I'm delighted to announce launch of the Radio City School of Broadcasting. Backed by the expertise of Radio City 91.1 FM, RCSB aims to provide students a �real time real world' radio experience. Involvement of the Radio City Leadership Team and Senior Management as faculty will ensure that students are mentored through a truly robust radio training programme. The idea is to create world-class radio professionals with hands-on radio experience who are industry-ready from the word go....

RCSB offers a 6 month �Certificate Course in Radio Jockeying and Radio Production' which comprises 3-months class room training followed by a 3-month internship at Radio City 91.1FM. The classroom training includes two modules comprising an introduction to key elements of a Radio Station, essential insights on various functions at a Radio Station followed by the 3 month internship across departments like Programming, National Creative and Content Integration. Offering students an in-depth learning of the radio business, this course also includes papers like Marketing and Brand Management, Selling Radio, Scope and Future of Internet Radio and Career Management along with Radio Production, Radio Jockeying, Music Management, Sound Technology and Programming.

Commenting on the course offering Radio City HR Head and Dean, Radio City School of Broadcasting Ms. Sagorika Kantharia said, In addition to theoretical knowledge of various facets of Radio Management, our Certificate Course focuses on providing students the practical experience of working at a radio station. The course content designed by a dedicated, in-house team of radio professionals will be refreshed periodically keeping in line with the industry dynamism. This ensures that students are exposed to a relevantly holistic learning of the Indian radio business and are ready to deliver from Day One on the job!...

Quizzed how different is Radio City's course from the other professional courses in the market RJ Harrsh answered, The people instructing at many of these institutes have never been a part of radio industry and lack practical knowledge. At Radiocity, being in the business, we are in a better position to groom these professionals with practical knowledge. Also, the aspirants can learn personal traits required for functioning of each department of the radio station....

The institute will comprise Radiocity professionals, among the core faculty includes Apurva Purohit, EVP and National Head- Sales and Activations Ashit Kukian, Regional head marketing and Programming Neeta Hemdev, Digital media and new business head Rachna Kanwar, national creative head and ad sales Tasneem Contractor, creative director west Monaz Bugwadia, senior manager- market research Sanat Mishra, assistant programming director Sudha Shirodkar, Head- music Preksha Jhaveri, senior creative resources Amit Batra. The students will also be instructed by Radio City RJs, Harssh Singh, Archanaa Pania, Manish Vallicha, Neha Sharma.

Currently the station plans to launch in Mumbai and would be launching in cities of Chennai, Hyderabad, Lucknow and Bangalore.

Referring to the need for training radio professionals, Kantharia said, As an HR, it's a tough job to find correct professionals for the radio industry. Even when we shorlist, we always prefer candidates with profound knowledge of the industry and these courses provide a good backing....

Talking about the need of the industry Purohit noted, There are about 300 radio stations in the country and even if 20 professionals are needed to man a radio station, it comes to 6000 radio professionals. Also, there have been issues of attrition and movement in radio stations, so there is a constant need for new talent....

RCSB's �Certificate Course in Radio Jockeying and Radio Production' is targeted at graduates, those pursuing their graduation and working professionals. Those interested in applying for this programme need to register by Feb 27, 2009. All applicants need to clear 2 levels for admission i.e. a written exam followed by group discussions and the next level which comprises personal interviews. Further details on the registration and application process is available at www.planetradiocity.com