“This has been unexpected success for us. This means stations can use all time bands, not just morning and evening,” says Katial. For instance, the listening pattern on radio in small towns is flatter, since there is little commute time. Media agencies have to stop looking for spikes. In Orissa, for example, ringtones and downloads have made Oriya music viable. Tarun Katial, CEO, BIG FM, points out that in many cases, FM has revived the local music industry. Youth in the category of 15-35 years have become the biggest target for all these FM channels Two more FM channels are likely to be launched soon. Oriya Music industry is no far fro private FM stations - Reliance Adlabs’ BIG 92.7 FM, Eastern Media Limited’s Radio Choklate 104 FM and South Asia FM Limited’s 93.5 S FM have already hit the air of Bhubaneswar, Cuttack and a few other urban centers. “When the national scenario was flooded with jazzy-Punjabi beats, we planned to come up with our own style and because of our perseverance we are here”, said Sitaram Agrawall, promoter of the Sarthak music company. Be it an occasion of celebration or stage show by any orchestra group, Oriya & Sambalpuri songs are aired most of the time, unlike yesteryears when Hindi numbers were the chief source of entertainment. before 2000, the music industry was mainly catering to the needs of Bhajan lovers and only two to three cassette companies in the state were in the business, thanks to the drab numbers of a few Oriya movies. Young customers are now ready to taste the homemade ‘masala’ numbers. The reason behind the boom is that many of the Oriya non-film music albums are being sold like hot cakes. Over 30 cassette companies here have sold a record number of 5,00,000 cassettes of modern numbers during this time. for the last two years at least luck for the local music al-bums is going up, thus forcing even diehard critics to tune to their system again for Oriya music. But it appears to be no more the situation, if the near revolution in the cassette industry is any indication. There was a time when many people in Orissa treated Oriya music with sheer contempt. And more than 75 lakhs audiocassettes and CDs are being sold in Orissa market. According to Chitralipi Magazine, every year more than 300 albums are being released by Oriya music industry. Gradually Samrat, Stallion, Sun, World, Classic audio, Badshah, Savitri & many more music companies entered into the competitive market. In the year 1982 it was the JE cassettes that brought the album songs into limelight. Orissa witnessed the birth of music album in early 80s via audiocassettes. In Orissa album songs are commonly known as devotional songs, and modern songs. Apart from Hindi music, Orissa stands at top in production of Oriya album songs, which comprise non-filmy songs with a local flavor and looks bright future for its budding musician, singers and actors. The regional music industry is spreading like wild fire.
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