Good morning Thimphu: show us the money

26 April 2008

Thimphu: The capital airwaves are either lost in translation or in conversation, if not the music.

The audible note is that the ether if filled with pop music and a lot of talk. The three radio stations: Kuzoo Fm, Radio Valley and Centennial 101 Fm, have been entertaining listeners with segments such as “heart to heart,” “voices of the valley” and “talking to my best friend.”

But now they are finding out the difficulty of sustaining their radio stations.Centennial 101 Fm had a capital investment of Nu 1.5 million, but the recurrent cost is still higher at Nu 60,000 – Nu 70,000 per month. Kuzoo Fm doles out even more, with two stations in Dzongkha and in English. For Radio Valley’s Kinley Wangchuk,it’s even tougher just trying to keep the station going with a limited income and lots of plans in the can.

Today, Radio Valley’s Kinley depends solely on the hard work of his co-workers and the revenue they earn through advertisements and announcements.

“It is even difficult to get the right person with the right aptitude, eloquence and persistence,” said Dorji Wangchuk, the proprietor of Centennial 101 Fm. The revenue they generate from advertisements and announcements are too low to meet the monthly operational costs. An announcement costs Nu 200 per day, where as promotional advertisements, with a good radio jingle is charged at Nu 5,000. It does not even meet up the salary of a radio journalist. “Had it not been for my interest and passion for music, I would never take up radio journalism as a career.” He said.

He elaborated that public information is meant for the public and radio stations and newsprints gain by way of charging a small fee. “Government should use media to inform the public; and it would be beneficial to the private media if the Government will help them by routing the information through private media” said Dorji Wangchuk. However, he is optimistic that radio advertising will increase with the expansion of the private sector. “People have realized the significance of commercials and the private sector is expanding every year.”

The content is decided upon by the young RJ’s who host the programs. They decide what to produce and how to grab hold of listeners. “Hello, I am anti-virus and I am calling from Thimphu” says a regular Kuzoo Fm caller.

A confident voice from the other end asks “did you combat any virus today?” with a chuckling voice. And the conversation breaks into a laughter. Jokes, riddles, smiles and laughter are the radio jockeys forte. People listen on excited as their favourite RJs go on air.

With a palpable excitement, listeners, mostly the young, make the best of their leisure by dedicating messages to their family and friends. Sometimes they are even asked to sing along their favourite songs, along with their messages. For others, the radio programs have become a part of their life.

“Every time I feel lonely and don’t feel like listening to any one, I just tune into Radio Valley or Kuzoo Fm and ask the RJs to play my favourite songs” said Lhamo, a regular caller of Kuzoo Fm and Radio Valley.

Radio Jockeys have the propensity to grab hold of the youth’s attention and share their feelings.

“The youth engage in unproductive activities because they do not have wider opportunities like in foreign countries. Lack of opportunity and lack of will power renders them weaker in strength of character” said Jamba, a Paro businessman. “The three radio stations have a propensity to advocate positive social changes by engaging youths in constructive activities and providing quality information and entertainment;but there must be the right RJs to do it”.

In order to uphold the goodwill of the radio station; the quality of “edutainment” programmes must be exceptionally outstanding. The three radio stations have seen that it can be achieved only through better revenues and radio jockeys.

As youths are the future leaders of Bhutan “It is essential to develop in them the passion and compassion to change their own and other people’s lives for good. It is only through engaging them in meaningful activities that we instill in them the “Can-Do” spirit and see problems and challenges as opportunities” said Pema, the ex-coordinator of Kuzoo Fm.
As of now, the money, the music and the ether are still on a precarious note.