The NE Television Networks is all set to achieve another milestone and revolutionize the regional entertainment market with the impending launch of the first four (4) private FM radio stations in the region.
‘Radio Ooo La La’ – a very peppy name in line with the FM wave that’s sweeping India – will change the landscape and airwaves in the region. The Guwahati based parent company of NE Television Networks, Positiv Radio, is considered a pioneer. Another group company, Positiv Television, holds the crown in bringing NE Television (NETV), now a 24 hour news channel that was launched in 2004, and NE Hi Fi, now a 24 hour entertainment channel launched in 2006. The two TV stations dominate the market that spans eight (8) states of the Northeast India and are considered unparalleled in their monopoly of the regional viewers unlike any other regional or national channels in the entire country.
The region was bereft of at least popular, mass entertainment in the absence of any quality television and radio programming until the advent of NETV. The television channel started as a general entertainment network and in less than 3 years the group has diversified into splitting the channel into a multi-lingual round-the-clock news station with bulletins in 11 local languages as well as a special mass entertainment and infotainment channel. On the heels of this success came the group’s winning bid to run 4 FM radio stations across the region. The diversified group now aims at creating a national presence in television and radio sometime in not too distant a future.
Private FM radio in India had been limited to the major metros for the last five years because of government policy to gradually deregulate the powerful and stupendously growing media industry that portends to create socio-political and financial impact. The Indian government embarked upon a much bigger program to usher in FM nationwide — over 300 radio frequencies (read: stations) having been allotted in 91 cities. Apart from Guwahati in the biggest and most populous state of Assam, FM radio stations will now operate in three (3) other large capitals of different states – Shillong, Itanagar and Agartala.
Its magic to the ears of residents of small towns in the Northeast who were confined thus far to pretty much the national news and programs produced and broadcast by the government’s All India Radio and only over amplitude modulated (AM) signals. Positiv Radio promoters are confident that Radio Ooo La La will ‘rock the Northeast.’
Radio Ooo La La is set to usher in a programming revolution. A new government policy on FM radio makes the business viable and a lot more variety in the content is expected. Music, talk, issue based programming, requests for popular songs, sports news etcetera will definitely get millions of ears. Radio Ooo La La management feels that the stations will provide the region also with a much needed platform – regional and local - to discuss and highlight issues of need, urgency and significance.
Positiv Radio has deployed world class equipment and instrumentation to ensure that the dynamic and stereophonic sounds emanating from the first of the FM Radio stations in the Northeast bring pure and lovely sound to regional listeners. Producers, jockeys, talk show hosts and others are being hired to create and disseminate ‘a whole lot of dynamic content.’