Satellite radio is here to stay

Satellite radio is one of the fastest-growing entertainment services in the world and it is making its presence felt in a small but a positive way in India.

A satellite radio is basically a digital radio that receives signals broadcast by communications satellite. This allows a person with a radio to follow his favourite satellite radio stations anywhere in the country unlike the terrestrial radio (AM and FM) whose signals are limited to a certain area depending on the power of the station. Some of the advantages of a satellite radio are that the sound is of digital quality and there are no commercials.

But satellite radio is not for free, it is available on subscription for a fee.

"Our endeavour and priority in India is to educate the consumer and create awareness of the benefits of the product and our services across the region," says Andy Ras-Work,

Worldwide COO, WorldSpace Satellite Radio. Currently WorldSpace is the only satellite radio offering its services in the country. It has a base of around 60,000 subscribers to its bouquet of 40 radio stations playing a wide variety of entertainment, news and music genres, he says.

In India satellite radio is largely limited to connoisseurs of music who don't like commercials. "The biggest challenge the medium faces currently is the lack of understanding of the concept and its features. That's the reason we are focusing on expanding our reach and educating music lovers across the country on the value proposition that we offer them," says Ras-Work.

With an aim to reach out to the masses, WorldSpace besides its campaigns in print, radio and outdoor advertising (billboards scream, "Radio is back!"), has its salesmen going door-to-door selling the concept.

There is a healthy debate in the US between terrestrial and satellite radio providers with the former claiming that it is the traditional form of radio that caters to the local audience with a local feel.

A listener of a satellite radio cannot get local radio stations. In other words, a Bengali or a Tamilian living in Delhi can tune in to satellite radio channels of their choice on the receiver, but cannot listen to a local station.

Although popular in malls and some petrol stations, the concept of satellite radio is yet to catch the fancy of individual households in India.  There are some problems, says a user. The Yagi antenna needs to be fitted in open space, preferably on top of the building and it is thus prone to be tampered. Paying subscription too is not easy, as one has to pay it online or by cheque to WorldSpace office and wait for the password.  Although the music quality is very good, commercials have been replaced by WorldSpace's own promos, which are no less irritating, he says.

The growth of satellite radio in the western world, especially the US has been phenomenal with over 6 million subscribers. "We are positive that the growth being witnessed in the US will also be seen in India," says Ras-Work.

With Indians adopting the latest global technologies, and in fact in many cases dictating the way technologies are developing worldwide, WorldSpace believes, it is only a matter of time before satellite radio is well entrenched in the mindshare of people across the country.

Although strong in Bangalore, satellite radio, Ras-Work claims, has an all India appeal. "Since, we have dedicated stations to various regional languages; there is uniform acceptance in all the markets. Likewise, we have received a heartening response from markets across the globe," he says.

Satellite radio is yet to catch up, but it is not long before, like in western countries, car manufacturers in India also start installing satellite radio receivers to cater to a larger demand.