MUMBAI: In a bid to keep up with the competition by private FM broadcasters, All India Radio working under the aegis of Prasar Bharti has decided to revamp its FM channels – Rainbow and Gold, across the four metros.

Taking a conscious effort to break away from the mould of serious radio, AIR will change its format and repackage shows after 32 years. It plans to focus more on intimate, friendly and interactive programming initiatives. The revamped stations will launch on 12 November.

Speaking with Radioandmusic.com about the developments, Akashvani Kolkata FM channel head Pranab Chatterjee said, “We have our eye towards the market now. We will re-launch with these initiatives for now and later based on the market response we will base our estimation on what kind of shows will work and will go ahead that way.”

While names of programmes are being changed – ‘Alapan’ being changed to ‘Adda Unlimited’ and ‘Back to Back’ - another musical programme has been rechristened as ‘Rainbow Express’, the shows will now feature interactive sessions with listeners comprising call-ins, SMS and interaction with the presenters.

The channel is also focusing on some late-night programmes, where the city will share its deepest fears, untold tales and darkest secrets to cater to a larger audience. Apart from that, the station will also create opportunities to hire young, new talent to present various youth oriented shows on both the channels.

The decision to create an interactive and engaging format for its listeners came after heavy discussions on the lowered revenue earnings and dip in listenership over the years. In the modern age where private FM players are going all out with their on-air and on-ground activations, AIR also lacked in terms of publicity and marketing. Moreover with youth becoming the core target market for most radio stations, the content too needed a facelift with more friendly and youth centric shows.

“Maybe earlier the publicity was not enough so we are also going to focus more on the marketing now and have planned various on-ground initiatives revolving around the revamp of the channels. Our promotion campaign will involve various media platforms like print, broadcast, outdoor and more. Though we will retain some of our heritage programs, both our channels will air youth centric light programs apart from the serious ones,” he comments.

As part of the on-ground promotions, a special musical concert will be held on 9 November in the city featuring a performance by the renowned Bengali rock band Chandrabindoo. A special demonstration of a radio drama and orchestration will comprise of the two and a half hour celebrations announcing the revamp.

Inspite of the positive developments, AIR will have to forgo its late night shows from 16-19 October between 10pm to 5am as there will be a shutdown due to the digitization and upgradation work due to the revamp. But with the Durga Puja being one of the most important festivals in the city, AIR has also initiated special programs which will have combined transmission on both FM Rainbow and Gold.

Also keeping in tune with its heritage program of the Mahalaya recital being broadcast every year, the station aired the ‘Mahisasur Mardini’ at 4am today in the voice of late spiritual poet Birendra Krishna Bhadra and signaled the start of the festivities.