FM radio: The latest craze

(left) Two radio jockeys at Radio Foorti conducting a musical programme and (right) a group of students on Dhaka University campus passing their time enjoying FM radio programmes. Photo: Syed Zakir Hossain

You can't avoid them. From the car and buses you are traveling on or your mobile handset, and also from tea stall to your home, the humming of radio jockeys of different FM radios are drawing your attention with songs, traffic updates and many more.
The programme contents of those are also well-planned to meet your instant requirements, ranging from the brief description of traffic situation of city's prominent points, hourly updates of national and international news and variety of songs.
Musical programmes run all day long, where songs, ranging from Bengali songs of yester days to latest hip hops, are played at the SMS requests from thousands of listeners.
In fact, the present radio industry has revived its old glory, which was mired by the satellite channels and stylish music devices that won people's heart, especially the urban ones'.
The FM radio renaissance has griped the whole South Asian region with around hundreds of radio channels flourished in recent years.
FM means the frequency module a radio actually covers. Its level ranges from 88 MHz to 108 MHz and the frequency generally covers one kilometre around any centre of a radio station.
There are three FM radio stations now in operation in the country: Radio Today, Radio Foorti and Radio Amar. However, yet another FM radio will be launched this month, an evidence of the industry's boom and popularity.
But it was not too easy to launch such a radio station in the era of satellite culture. This reflects in what Rafiqul Haque, a pioneer of the country's maiden private FM radio, put his experiences in words:
“It was tough to even think of launching a full time radio when satellite channels and different music devices are so popular.”
The chief executive officer (CEO) of Radio Today said although the government gave the go-ahead in late 2002, he started his journey in 2006 with an investment of Tk 4.5 crore. At that time, he was discouraged by all of his friends and family members to take the risk.
“But, I had a strong belief that people would not let me down, if I could present it in a interesting way, because we had a long tradition of radio in this region,” Rafiq added.
He also pointed to the fact that radio has a strong power to reach out to the people of different class and age, while other media don't have.
He said, “Even blind and illiterate people can enjoy radio programmes and learn a lot.”
In late 2005, the government gave permission to set up three more new frequency modulation (FM) band radio channels. These are Radio Foorti, Radio Amar and ABC Radio.
In May 2006, Radio Today started its test transmission with songs and news and views items.
Later, in a few months, its full time commercial broadcasting kicked off.
In September of the same year, Radio Foorti started its test transmission with full contents of entertainment, except presenting the news. In 2007, Radio Amar went for commercial broadcasting.
And soon those have been able to make the populace feel their presence with a variety of programmes and presentation. Among their listeners are the urban people of all ages and classes, from teenager to middle age housewives, corporate executive to night guards.
Echoing the Radio Today CEO's view on the reasons for the popularity of FM radio, Zahidul Haque Apu, a popular radio jokey and station producer of Radio Foorti, said public response is a boon for the industry.
“You can enjoy radio programmes when you drive, cook, read or even write something. So it is more friendly than other vehicle of the media,” he argued in favour of radio.
“At the same time, as yet switching options are not several, as radio channels are limited. So, it is also a factor that helped the industry keep going,” Zahid added.
The recent economic growth has also developed a market for radios, with customers they are prepared to battle for.
“The growth in radios was fueled by the advertising market, as radio ads are cheaper than those in any other media,” said Rafiqul Haque, adding that radios are now a more convenient ad vehicle.
According to a research conducted by the Bangladesh Brand Forum, radio is the fourth largest advertising vehicle with four percent of the total expenditure, which accounts for around Tk 40 crore a year.
Industry insiders said another source of income of these radios is revenue from SMS.
Apu of Radio Foorti said they receive around 12 thousand SMS a day, but the figure reaches a lakh on any special occasion.
Radio gets 60 percent of revenue from each SMS, the rest goes for the telecom operators, he said.
Such development also increased the sales of radio sets and mobile handsets with radio options, according to the industry people.
The industry employs a good number of skilled people every year.
The popular radios are now concentrating on widening their networks to different divisions.
In March, Radio Foorti opened its branches in Chittagong and Sylhet, while Radio Today already started operation in Chittagong.
The industry now flourishes very fast with around 20 per cent growth per annum, say industry experts.
While the business turns profitable, there are more radios now on the way to join the rally.
ABC Radio, the latest entrant in the industry, awaits its test transmission started with full arrangement of entertainment and news by the month-end.
Sanaullah Lavlu, head of News and Programme of ABC Radio, said, “As FM radio has already created a market, if one could present quality programme, certainly it will succeed.”

sayeda@thedailystar.net