Several experts feel in changing times, the radio stations should begin earning revenue through adverstisements and sponsored programmes for sustaining themselves. Community radio is a type of broadcasting service that caters to the requirements of a certain area.

Experts came together for a two-day workshop on ‘People to People — Community radio the way forward’, in Lucknow jointly organised by the state Planning department, UNICEF Uttar Pradesh, Ideosync media combine and Community Radio Forum.

“There are instances when the community radio systems have earned revenue. The community radio initiative in Uttarakhand — Mandakini ki awaaz — sells forms of voter identity and ration cards at a nominal profit. The villagers are benefited as they do not have to travel long distances to buy these forms,” said N Ramakrishnan of Ideosync. Although, the profit margin on one form may be just a Rs 2 to Rs 4, it helps the radio station in a big way, he added.

Bandana Mukhopadhyaya from the Indira Gandhi National Open University said community radio services can be given an initial support by organisations like UNICEF but in a long run, they need to earn revenue.

A delegate said the community radio policy of the Ministry of Information and Broadcasting has allowed these stations to earn revenue through advertisements. “Five minutes are allotted for each station, where they can run local advertisements and earn revenue. The stations can also air sponsored programmes of public service nature and find sponsors by the government departments,” said Sajan Venniyoor from Prasar Bharati.

The community radio stations, however, are not allowed to have commercial airtime and the sponsored programmes cannot promote any brand or product, he added.

Ramakrishnan said: “Many government departments like health, rural development and panchayati raj have several schemes, which need to be popularised among villagers.