RNW to tailor radio content for local stations

By ShalabhRadioandmusic.com(17 January 2:00 pm)MUMBAI:
RNW (Radio Netherlands Worldwide), an independent multimedia companybased in Holland, plans to create local content for Indian private FMstations customized to local preferences.RNW's Country Representative Amitabh Srivastava says, "First of all, we wantto get a clear picture of what's needed in the Indian market. We do not wantto impose our existing programming as-is on our potential partners. Insteadwe are looking for ways to come up with hybrid programming, shaped in closecooperation with our partners, containing interesting information from amore global ad Dutch perspective, complemented by material produced locallyin India, thus combining the best of both worlds."RNW is present on shortwave (SW) and Wprldspace, but the response is notencouraging, "Due to the increase in the number of FM stations in India, ourshortwave audience is declining. Instead, we are now seeking partnershipswith Indian radio stations. We think this is the right time since there areso many new radio stations starting up in India. RNW already haspartnerships with 3000+ radio stations worldwide. We have a lot ofexperience in working through this model. We will be distinguishingourselves by thinking globally, but acting locally" expounds Srivastava.It also plans to explore possibilities in other multimedia platforms likeDTH, mobile and cable. http://www.radioandmusic.com/headlines/y2k8/jan/17jan/rnw.php