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29 March 2024

Mirchi to Mango... it's radio ga-ga for Indians

Published
By VM Sathish

The crowded South Indian radio scene in the UAE is attracting more players and investors, intensifying competition to attract listeners and advertisers. 

In the last couple of months, four new Malayalam radio stations started operations. More radio stations are planned by leading Indian media groups like Malayala Manorama and others targeting uncovered emirates like Abu Dhabi.

Speaking to Emirates 24|7, representatives of leading radio stations said the sector is booming at a time when leading advertisers have slashed their overall advertising spend but increased the share for radio. 

The new radio stations already started or in the pipeline include Radio Me, Super FM 94.7, Voice of Kerala AM station, Gold FM from Ajman, proposed Radio Mango from Manorama Group, a proposed new FM station from Asianet group and an Abu Dhabi based Malayalam project by Pravasi Bharathi Broadcasting LLC. 

Radio Mirchi of the Times of India Group has already created a sensation in the FM market in Abu Dhabi besides reaching three emirates. Existing market leaders like Hit 96.7 from the Arabian Radio Network are tightening their seat belts to face keener competition.

“We have started the third AM radio station from Dubai, Voice of Kerala, AM frequency at 1152 targeting the South Indian community in the GCC region. With a transmission capacity of 200 kilowatt, our programmes reach more people than the two existing players, Radio Asia and Asianet Radio, ” a Voice of Kerala representative said.

He said the new radio station is running show runs and attracting listeners and advertisers. “Most of the corporates targeting the Asian community have increased their radio advertisement budget by 30 per cent. Our news and info entertainment programmes reach the whole of UAE, Oman and Qatar, eastern part of Saudi Arabia like Riyadh and Dammam and part of Kuwait.”

Anwar Hussain, managing director of VOK, said an investment of nearly Dh3 million has been made by leading Indian businessmen in the UAE and the target break-even period is just one year. He said investors plan to use the latest digital radio technology to introduce new radio services in the region. “Advertisers are increasing budget for radio because they get instant reaction from radio listeners,” added Anwar.

Ramesh Payyannur, programme director, Asianet Radio (AM) said the new FM or AM stations have not made any major impact on their listeners. “With several new players entering the market, the market share of the radio advertising gets divided. With a transmitter capacity of 100 kw, Asianet Radio reaches the entire Gulf region and it is still the preferred station for both listeners and advertisers.”

He added that all radio stations are working to introduce the latest technology and improve programme content to retain their competitiveness and market position.

He said the fully capacity of a transmitter cannot be used by any radio station and other claims are not genuine. He did not confirm plans for a new FM radio station from the Asianet Group.

Sources said the Malayala Manorama Group has already taken preliminary steps to start Gulf operations of Radio Mango.

Zakariya Mohammed, chief operating officer, Gulf Madhyamam, said the South Indian radio scene in the UAE is getting overcrowded and murkier at a time when major advertisers are slashing their overall budget.

“At present there are eight Malayalam radio stations which include three AM and five FM stations. One of the FM stations is broadcasting both Malayalam and Tamil programmes.

"Two more FM radio stations are reportedly coming from the Manorama Group with at least three new TV channels targeting the Malayalam speaking community, including Mathrubhoomi TV and Media One TV from our Gulf Madhyamam Group,” Zakaria said, adding that the advertisement budget is not big enough to satisfy all radio stations in the region.

“A leading telecom company here has slashed its overall advertisement budget for the Asian community by 25 per cent.

Telecom is not a recession hit industry and if advertisement budgets are slashed there, it will affect all the radio stations and other Malayalam media. The total advertisement spending for the Asian community gets divided and it will be difficult for all the radio stations to survive,” he added.

Radio Me, one of the new FM radio stations to hit the market, is celebrating hundred days of operations and its managers are optimistic about the future. 

Plans are also being drawn up to start a Malayalam radio station from Abu Dhabi by Pravasi Bharathi Broadcasting LLC which will target the FM market in the capital city of UAE. Chandra Senan, former programme director at Asianet Radio, is associated with the new radio plan from Abu Dhabi.

Radio Mirchi of the Times of India Group recently created a sensation in the market by operating three different frequencies reaching three emirates. 

The proliferation of new radio stations is also causing poaching of experienced staff from existing stations and pressure on salaries and benefits of employees.