Is it difficult to acquire regional content in Bangla?
The Kolkata market is pretty organised in this context. There is a long history of songs and music, and it’s been an organised industry for long. From 1980 to 1990, the Bengali music market did get disorganised, so we do face some difficulties to acquire licenses for music of that era. The rest of course, are a part of the saregama library, which is a part of the PPL. We often have other companies approaching us to play their content. By sticking to the ‘nostalgia’ tag, do you miss out a large part of the audience and consquently, good advertising? Yes, we are missing out on certain audiences, but from the advertising point of view, it does not make a difference to us. According to our study, we had seen that out of four million listeners, around 1.5 to two million listeners belong to the category of young adults. So, we are effectively servicing the audience we target. How do you position your station in such a cluttered market, which has eight players now, not counting AIR? We are ve
