MUMBAI: After talking about digital technology of radio at the recently held Confederation of Indian Industry (CII), it was time for the DRM team to make its presence felt at FICCI Frames 2014. During a panel discussion, ‘The Future of Indian Radio and Monetisation Opportunities’ moderated by Reliance Broadcast Network Ltd CEO Tarun Katial, touched on the need for digital quality in transmission of airwave.

Indian Chapter of DRM Consortium chairman Yogendra Pal and Digital Radio Mondiale vice chairman Alexander Zink took over the mic to cover most of the benefits of the DRM and the challenges it faces in India. Pal said that when people talk about radio they always think about FM, but in reality FM only covers 30-40 per cent of country is covered by FM. But most of the broadcast take place through short and medium waves.

He further added that the challenge here is the quality of broadcast which is not good. "We need to think of ways to improve it," said Pal. He further assured that All India Radio (AIR), who is spearheading the digital radio technology in India, will be digitised completely by 2016. During the introduction of the DRM team, Katial praised AIR by saying that AIR is moving ahead when it comes to technology. The DRM Consortium holds a major responsibility in helping AIR get digitised. Under the 11th Five Year Plan, 72 transmitters with high power should be digitised. This will help AIR cover 70 per cent of the Indian population. Currently, most of the high power transmitters are being replaced. In 148 transmissions, there are three 1000 kw transmitters out of which two have been replaced and all 11 transmitters of 300 kw have been replaced. Out of 17 transmitters of 217 kw about 12 have been replaced while out of 26, 100 kw transmitters 18 have been replaced.

Zink is hopeful that like most of the radio players in western countries, India will also take to digital technology. He also hinted that he is in talks with Private players.Pal emphasised that DRM technology is more or less like "a smart radio" that auto-tunes itself during emergency and natural disasters.

Last year, DRM tried to make their presence felt at FICCI Frames but was not able to do so. This year the conference has unveiled a very positive growth story of radio, although it