Big River Radio’s Kumar, too, is not convinced. “Stations are going to have to do more of these things to survive,” he says. His recommendation: Create stronger radio personalities. Not many stations in New Delhi really have big personalities, says Kumar. “We don’t even know what they look like. Stations really have to market personalities that people can connect with.” In addition, Kumar says, stations will need to pick and promote social causes, incorporate technologies such as the Internet and cellphones, and do more on-the-ground promotions to get listeners involved.
Priyanka Mehra contributed to this story.
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