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Tarana moves towards another milestone

Fifteen years may not even be the blink of an eye in the vast canvas of time, but in the context of an organisation, it is an achievement that calls for celebration.

In a business environment characterised by cutthroat competition, self-adulation and self-proclamation of pre-eminence, the achievement of Radio Tarana as the first and only company in the Indian media segment to enter 15th year of operations (on June 15) is not only indubitable but also inimitable.

Business ethics, penchant for quality of products and services, ability to establish and foster a team of highly motivated professionals, and most important of all, loyalty and patronage of an ever-increasing family of advertisers and listeners are among the hallmarks of this New Zealand based radio station.

While the progress of Radio Tarana as a broadcaster, making waves not only in the Indian community but also across the industry including mainstream radio stations forms a part of this Special Report, it is relevant to comment on the significance of ‘15’ as a cardinal number and milestone, taking into account the state of the market in New Zealand.

Unheard of Competition

It is often said that two types of businesses exist: (a) those with a modest beginning with modest resources progressing into an organisation of reputation and (b) those that launch their business with plenty of money, not as healthy competitors but as ‘assassins,’ with a vengeance kill.

The latter always remain as ‘also-rans,’ for there is no place for opulent upstarts. This is people’s business and public support is paramount.

Competition is the most important aspect of consumption, because it provides consumers with choice and enables them to exercise that choice to demand the best from those offering products and services. It encourages companies to innovate, diversify, improve the quality of products and services and offer them at affordable prices. A market with healthy business practices emerges for the benefit of everyone in the community and the country.

Unfortunately, reality is far removed from the theory of economics. Newcomers challenge the established organisations, not with matching quality of products and services, but with cutthroat razors, perpetrating price wars. That indeed is the status of the Indian media in New Zealand today.

Established organisations like Radio Tarana remain oblivious to such unhealthy trends, for they are inoculated against such epidemics with a strong constitution of principles, practices and of course loyal customers. And like them, the radio station has been loyal to its advertisers, listeners, sponsors and media partners. Such partnerships, nurtured over the years with principles of honesty, integrity, sincerity and mutual respect, are among the most valuable assets of this radio station.

The Innovative Power

The spirit of innovation and the courage to introspect are among the finest attributes of Radio Tarana, which has, over the past 14 years, established itself as an entity that is more than just an entertainer. News, views, opinion polls, talkback, celebrity participation, sports and community welfare form a part of the package, constantly adding value to advertisers and listeners.

From the soccer, rugby and cricket fields and auditoria where film awards and major international entertainment programmes and competitions are in progress, to community festivals such as Diwali and in-store specials at Indian supermarkets, car dealers and other retailers, the involvement of Radio Tarana is complete. Listeners say they decide on shopping after hearing the special offers at various retail outlets.

Technology has of course enhanced the station’s power to innovate over the years. As well as news and community updates, the company makes extensive use of modern communication tools and equipment to air interviews, political developments and live entertainment programmes, not only to listeners in New Zealand but also in other parts of the world through its online resource.

Listeners say they are never lonely with Radio Tarana. The radio station that never sleeps, keeps a host of late night listeners and graveyard shift workers in New Zealand and hundreds of thousands of people across the time zones all over the world informed and entertained.

The growing goodwill

Far from its wrongly perceived image as pugnacious, vituperative and vindictive, the media has the most important role of informing and connecting people, bringing before them issues for their consideration and judgement. It is in playing such a role that Radio Tarana has earned the reputation for being a responsible broadcaster, winning awards and citations.

Prime Ministers, Ministers, Members of Parliament, business and community leaders, advertisers and ordinary people like us have hailed the role of the company in fostering community development.

Economic recovery, growing business confidence and increasing goodwill of the people are factors that orchestrate the continued success of Radio Tarana as the company enters its 15th year.

Indian Newslink will continue to be the only and most significant professional and media partner of Radio Tarana, enhancing the value of its services.

We wish the management and staff of the radio station continued success and glory.

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