Vividh Bharati - History

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 & Local Radio Stations MW 1KW in a phased manner. Advertising on Radio is not only cost effective to the advertisers but also has the potential to reach far flung 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 Kargil War), through which not only the family members of the soldiers, but even a layman including young and old conveyed their best wishes 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 other 11 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 15 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".