Neelesh Misra on how flawed RAM is undermining radio’s potential

Neelesh Misra, a multifaceted Indian Journalist, Author, Radio Storyteller, Scriptwriter, Lyricist and a pioneer in the radio industry, has witnessed significant changes over the years. In a candid interview with Adgully at Goafest 2024, he shares his insights on the evolution of radio, the challenges it faces, and how it can adapt to remain relevant in the digital age.

The Journey of Storytelling in Radio

“When we started this journey, storytelling was new, and spoken word was new. After Ameen Sayani sahib, nobody was doing it,” Misra recalls. His show received overwhelming love and encouraged other radio players to experiment with spoken word, leading to the rise of open mics and a subculture of spoken word in India.

Challenges in Discovering New Talent

Misra points out a significant issue in the communication industry: the discovery of new talent. Early creators thrived because social media algorithms were easier to navigate. Later, these algorithms became more rigid, requiring payment for reach, which made it harder for new talent to emerge. “Discovery is a ‘tapasya’ that requires hard work. You can’t just look at popular names on social media,” he emphasizes. Radio has played a crucial role in nurturing new talent and needs to continue this effort.

Flaws in Audience Measurement

One of the critical challenges radio faces is the flawed audience measurement methods. “Media buying agencies have misunderstood radio because of flawed audience measurement methods like RAM, which involve physically writing in diaries,” Misra explains. This has led to a rejection of radio by media planners despite its power and reach. He advocates for better measurement methods to accurately reflect the true audience of radio.

The Power of Storytelling

Misra believes that storytelling is a powerful tool that can hold the audience’s attention. “Creators need to work hard on their content instead of blaming the audience. The metric is how long a user consumes your content, whether on an app, video, or radio,” he says. Quality content is essential for retaining listeners and keeping them engaged.

Competing with Podcasts

With the rise of podcasts, radio channels face new competition. Misra notes that while podcasts are an audio format, the shift to showing faces on video has changed content delivery. “Radio was originally a faceless medium, but now creators want visibility,” he observes. Podcasters need to focus on content, not just visibility. Good content is key to success in both radio and podcasts.

The Impact of Media Planners

Misra highlights the disservice done to radio by media planners who do not understand its power and reach. The focus has shifted to branded content, leading to a decline in radio innovation. “Radio stations must innovate and create new ideas to stay relevant and compete effectively,” he advises.

The Future of Radio

Despite the challenges, Misra remains a strong believer in the power of radio. He receives daily messages from listeners who tune in to his shows on both radio and digital platforms. “Who are these people? Where are they coming from? Why is your measurement not finding these people? They are there,” he questions, urging for a course correction in the way radio audiences are measured and understood.