Vividh Bharati
| Broadcast area |
India Worldwide |
|---|---|
| Slogan | "देश की सुरीली धड़कन" (Country's Melodious Heartbeat) |
| First air date |
1957/10/02 (Radio Station) 2008/10/05 (DTH Channel) |
| Format | Music Radio |
| Language(s) | Hindi |
| Power | 100 kW |
| Callsign meaning | Variety in Lifestyle |
| Operator | AIR Mumbai |
| Owner | All India Radio |
| Sister stations | |
| Webcast | https://www.vividhbharti.org/live/ |
| Website | https://www.vividhbharti.org |
The Vividh Bharati Service (VBS) of All India Radio was conceptualized to combat Radio Ceylon in 1957.[1] It very quickly proved to be a popular channel in households throughout India. Vividh Bharati radio channel was launched on 2 October 1957. The service provides entertainment for nearly 15 to 17 hours a day. It presents a mix of film music, skits, short plays and interactive programmes, Some of the old popular programmes of Vividh Bharati are 'Sangeet Sarita', 'Bhule Bisre Geet', Hawa Mahal, 'Jaimala', 'Inse Miliye', 'Chhaya Geet' etc., are still distinctly recognized by the listeners. From time to time new programmes were introduced like 'Bioscope Ke Batein', 'Sargam Ke Sitare', 'Celluloid Ke Sitare', 'Sehatnama', ' Hello Farmaish', ' Sakhi Saheli' and ' Aaj Ke Phankaar'.
All these programmes are produced centrally at Vividh Bharati Service, Borivali, Mumbai and up-linked to the satellite. 40 Vividh Bharati stations across the country down-link these programmes through captive earth stations provided at each of these AIR stations. Some local programme windows are also provided at these stations to give regional flavour to the listeners. These 40 Vividh Bharati stations are known as Commercial Broadcasting Service Stations and are located at all major and commercially vibrant cities covering 97% of the Indian population.
Over the years a number prominent people from Hindi cinema have lent their voice to the channel, including, Lata Mangeshkar and actors Raaj Kumar and Amitabh Bachchan, who worked as a radio broadcaster in his early career, many celebrities take part in the popular show Vishesh Jaimala to encourage Indian Army and BSF soldiers. Today its archives which started the record of film, Yehudi Ki Beti in 1933, has 22,000 ghazals, geets and Hindi film songs.[2] The station celebrated its golden anniversary on 2 October 2007.[3]
History
Commercials were introduced initially in the Vividh Bharati Service in 1967 on an experimental basis. Realising the role of advertising in accelerating the social and material progress of the country, commercials were extended to primary channels including FM and local radio stations MW 1 KW in a phased manner. Advertising on radio is not only cost effective to the advertisers but also has the potential to reach rural areas where no other mass media has succeeded in making any tangible dent.
In 1999, Vividh Bharati Service proved its success connecting Indian soldiers posted on remote border areas to their family members through a special programme entitled "Hello Kargil" (during the Kargil War), through which not only the family members of the soldiers, but the general Indian public, both young and old, conveyed their best wishes and gratitude to the soldiers to keep up their morale. Eminent actors, play-back singers, renowned writers, lyricists, directors and music directors have found way to express their experience and opinion through the Vividh Bharati Platform. A special programme entitled Ujaale Unki Yaadon Ke takes the listeners into the world of nostalgia dipping into the memories of the artists of the yester years. With the advent of new technology, the transmission of programmes gradually migrated from earlier medium wave transmission to high quality digital stereo FM.
This service now enjoys global listenership through Direct to Home Service (DTH) besides the other eleven channels of All India Radio.
AIR had been receiving advertisements through its registered agencies only. With the changing demand of the environment, direct clients are also entertained by all AIR stations. In remote and far-flung areas, canvassers are appointed for bringing in local business. There are fifteen main CBS Stations, located in each state capital responsible for booking for their entire state. Besides there is a Central Sales Unit called as CSU at Mumbai meant for booking for more than one state. A single window booking facility is available in CSU to facilitate bulk booking with a single contract. Further details of CSU are available at their website" www.csuair.org.in".
See also
References
- ↑ Vividh Bharati and Commercial Service All India Radio.
- ↑ "Go gaga with Vividh Bharati's golden year". CNN-IBN. 3 October 2007.
- ↑ "Vividh Bharati: Connecting a nation with music and memories for 50 yrs". Indian Express. 3 October 2007.