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Ethnic radio remains a major force

Rajendra Prasad.jpgRadio Tarana has reached an important milestone and has earned a distinct place of eminence in the media industry of New Zealand.

It has become an iconic institution and a leader amongst the ethnic radios that clutter the nation’s airwaves.

New Zealand is currently marking its 50th anniversary. At its advent, many had prophesied that it would become the death knell for radio stations.

Today, radio stations still have a strong following, as they churn out programmes that suit their discerning and demanding audience.

Before television was launched, radio broadcasts drew captive audiences.

But later, as a medium of communication and public information, it had lost ground as television infiltrated the most remote corners of the globe.

In New Zealand, with its rich cultural diversity, ethnic radios play a significant role in strengthening communal ties and inculcating values that help different cultures to coexist in harmony.

Through the medium of ethnic radios people are able to maintain their culture, customs and traditions and, importantly, ensuring that their languages are not lost in an alien environment.

In this regard, Radio Tarana has provided sterling service to the Indian community.

Its programmes have had a significant impact in the spread of Hindi language, particularly among those born in New Zealand. Its news content, entertainment and linkup with the BBC Hindi Service, regular interviews with eminent people, politicians, newsmakers and Bollywood personalities draw dedicated listeners.

Importantly, Radio Tarana has maintained the technological edge, streaming live on the Internet, drawing regular listeners from different parts of the world.

In essence, it has the following of a global family who keep in touch through the medium of its live broadcasts that reach the most remote parts of the globe.

Successively, Radio Tarana has retained its place on top of the ethnic radio stations and this feat is a tribute to its management and staff, who have combined resources to deliver the best to their audience to retain that edge.

With clarity of vision, challenge to retain eminence and courage to be daring, Radio Tarana will retain its magic.

I congratulate Radio Tarana on reaching this milestone and wish them continued success.

Rajendra Prasad is our regular columnist based in Auckland.

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