AIR Lis­tens to PM’s Mann Ki Baat, Skips Ad

PM’s ra­dio pro­gramme gen­er­ated ad­ver­tis­ing rev­enue of about ₹ 4.78 crore in 2015-16

The Economic Times - - Pure Politics -

New Delhi: All In­dia Ra­dio de­cided to ad­ver­tise Prime Min­is­ter Naren­dra Modi’s monthly ra­dio ad­dress Mann Ki Baat in lead­ing news­pa­pers dur­ing the ini­tial weeks of its launch al­though the PM was not too keen on such publ i c i t y, AIR di re c t or g e neral Fayyaz She­heryar told ET.

The na­tional broad­caster took this de­ci­sion to sus­tain it­self, he said. “The PM was against giv­ing ad­ver tise­ments for t he pro­gramme in news­pa­pers but it was a de­ci­sion taken by AIR for max­i­mum lis­ten­er­ship and greater rev­enues. Now Mann Ki Baat has be­come a pro­gramme where AIR spends al­most noth­ing and earns a lot,” She­heryar said. Launched on Oc­to­ber 3, 2014, Mann Ki Baat gen­er­ated ad­ver­tis­ing rev­enue of about ₹ 4.78 crore in 2015-16. Twenty-nine episodes of the pro­gramme have been broad­cast so far. “We gave the ads for Mann Ki Baat in 10-12 edi­tions of news­pa­pers when it started but now we have stopped… Ad­ver­tis­ing of Mann Ki Baat was never done for the need of the gov­ern­ment. It was o nly nee d e d f o r AIR, ” She­heryar said. “Be­sides, Mann

CLEAR­ING THE AIR Ad­ver­tis­ing of Mann Ki Baat was never done for the need of the gov­ern­ment. It was only needed for AIR, says DG She­heryar Ki Baat is not the only pro­gramme we ad­ver­tise. We also give ads for Re­pub­lic Day (broad­cast), In­de­pen­dence Day and var­i­ous pub­lic wel­fare pro­grammes.”

Of­fi­cials said AIR mon­e­tises the ra­dio broad­cast of Mann Ki Baat, but the pro­gramme does not earn any ad rev­enue on dig­i­tal plat­forms. In 2015-16, the pro­gramme gen­er­ated gross ad­ver­tis­ing rev­enue of ₹ 4,78,22,480, out of the to­tal rev­enue of ₹ 447.76 crore earned by AIR dur­ing the fi­nan­cial year.

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