"Mind you, being satellite-based the quality of music is exceptionally high. Even in remote areas the quality of reception is superb," says M.R. Jagadeesh who heads Business and Operations at this newly formed radio station.
"We are a station that addresses not just the mature listener but also the evolving audiences," says Swapnadip who manages the Sales and Distribution functions at Radio Indigo. The target audience of mature listeners would perhaps be those in college campuses of the 70s or 80s. Those who've had high dosage of music from the likes of The Beatles, Woodstock, Jethro Tull, John Lennon, Genesis, Pink Floyd, Cat Stevens, CSNY (Crosby, Stills, Nash and Young), Simon and Garfunkel and a host of other greats in that era. And of course present day hit music and artists such as Britney Spears, Chemical Brothers, Alicia Keys, Dave Mathews Band and the likes. Nostalgia music and current Top-of-the-Pop, the best of both worlds are yours at Radio Indigo.
Ultimately, all boils down to the number of WorldSpace receivers sold, which at the moment stands at over 35,000 across India, Bangalore itself accounting for 10,000-odd. Selling WorldSpace receivers isn't part of Radio Indigo's game plan, though, as Jagadeesh says, "We, at Radio Indigo and the Bangalore-based team of WorldSpace work hand in hand to promote the concept." Swapnadip reminds us of the 90s when satellite TV entered India. The concept was totally new and it wasn't exactly a cakewalk. It took years for the idea to sink in and look at the scenario today? Cable TV is in almost every home. The good news is that the Radio Indigo listener base has doubled in the last 6 months. "We are growing steadily and the feedback we receive indicates that it's happening," chips in Jagadeesh.
Admittedly, there's a lot more to be done. "We are on the Asian beam and our programme is up-linked from Singapore giving us footfalls right across to the Middle East. "Opportunities are that huge," adds Swapnadip. Interestingly, some weeks back they received an email from army personnel based high up in the mountains of Himalayas, which states that they have a WorldSpace receiver out there and they jostle amongst themselves to tune into Radio Indigo.
That's precisely the task on hand for Jagadeesh and Swarnadip. Get more people hooked onto Radio Indigo. As their listener base widens, advertisers too will jostle for space. And like all businesses, the bottom line spells "Revenue".
"...Money, so they say
Is the root of all evil today
But if you ask for a rise
its no surprise
that they're giving none away"