Fm Radio and Csr
Abstract:
With a penetration of really 99% in India today radio has been entertaining and informing listeners for decades. There is no doubt about the radio having great socio-cultured impact and various FM players have embarked on corporate social responsibility drives from time to time. Though India is the fastest growing economics, socio-economic problems like poverty, illiteracy lack of health care etc.are still ubiquitous and government has limited resources to tackle these challenges. CSR is not a new concept in India Corporate like the Tata Group, the Aditya Birla Group and India Oil Corporation to aim a few, have been involved in serving the community everscine their inception. Many other organizations have been doing their part for the society through donation and charity events.
Introduction
CSR is a growing concept around the world. It frequently indistinguishable from similar concepts such as corporate sustainable development, corporate responsibility and corporate citizenship.
CSR has no consensus definition. Many people believe it to be the private sectors way of integrating the economic, social and environmental imperative of their activities. From this view point, CSR closely resemble the concept of sustainable dent and the so called triple bottom line.
The term was invented by John Elkengton in his 19988 book, Cannibals foms: the triple bottom line of 21st century business. It represents the net profits from economic, environmental and social activities of the public corporation during the reporting period.
CSR and Ethical Behavior:
CSR define as the ethical behavior of a company towards the society manifests itself in the form of such programs initiated by profit oriented oragnisation.CSR has become increasingly prominent in the Indian corporate Scenario ,because organizations have realized that besides their business, it is also vital to build trustworthy and sustainable relationships with the community at large.
CSR in India:
Though India is the fastest growing economics, socio-economic problems like poverty, illiteracy lack of health care etc.are still ubiquitous and government has limited resources to tackle these challenges. This scenario has opened up several areas for business to contribute forwards social dent.
CSR is not a new concept in India Corporate like the Tata Group, the Aditya Birla Group and India Oil Corporation to aim a few, have been involved in serving the community everscine their inception. Many other organizations have been doing their part for the society through donation and charity events.
CSR Today:
Today CSR in India has gone beyond merely Charity and donations and is approached in a more organized fashion. It has become an integral part of the corporate strategy. Companies have CSR teams that devise specific policies, stratgey and goals for their CSR Programme and set aside budgets to support them.
The Green paper by the commission of the European Communities identifies two main dimensions of CSR, an Internal dimension relating to practices internal to the company and external dimension involving the external stake holders.Extenal Dimension include local Community,Business Partner.Internal dimension include Employee empowerment,Better Information flow,Balance between Work & Life.
CSR & FM RADIO :
With a penetration of really 99% in India today radio has been entertaining and informing listeners for decades. There is no doubt about the radio having great socio-cultured impact and various FM players have embarked on corporate social responsibility drives from time to time.
Some recent activities undertaken by different FM players both national and region include. Tomato FM had come up with cleanliness drive, disaster prevention an management and even observed a road safety week.FM partnered with UNFDA for the laadli Media Awards and held numerous completions on world environment Day.
Radio Chocolate has a programme called “Meri Awazsuno” , Re FM has the Bajaao for a Cause” are the programme where it try to make the people aware about social activities and responsibility as well as participating in the programme for a social cause.
WHY DO FM PLAYERS ENGAGE IN CSR?
1. Medium closely connects with Society.
2. Active Behavior Change in young mass.
3. Greater Interaction with the listener.
4. Building Customer Loyalty based on distinctive ethical values.
5. Building a strong bond with the city.
6. More responsibility role than just Pure Entertainment.
1. Medium closely Connect with Society:
As the FM radio Closely associated with the life of people so it tries to make the CSR as the medium through which they can touch the heart of the people directly Red FM, Mumbai has conducted a programme called “Bajate Raho” .The attitude has rolled out an extensive had to help mumbaikars to deal with the Monsoon. “Vote for Boat” through programme it tries to reach the heart of the audience while their locality is flooded in a downpour this year.
2. Active behavior change in young mass:
Arjun Singh – nation Marketing head and Mumbai station head Red FM say (Bajaao for a cause Red FM CSR aim stands for not only raising rescue but also driving action towards the behavioral change of the young mass.
3. Greater Interaction with the Listener:
It a greater Interaction medium of society Big FM Suno Sunao life Banao they meant about only frivolous entertainment but entertainment with a cause.Lastyear they had 200 Families as Monsoon wanders whom they called big mumbaikars and who gave weather updated from their localities .they are acting like a medium or platform for Society.
4. Building Customer Loyalty based on distinctive ethical values:
FM radio stations tries to touch the ethical values society .Big 92.7 FM on GandhiJayanti, hasted a daylong activity to remind people that the spirit of Gandhigiri needed to be applied to their everyday life especially while traveling on roads. Their objective is to exchange of ideas on how to prevent accident and make the city of joy and a safe heaven for commuter. Through this idea Big-92.7 nationally tries to touch the heart of the society but also making customer locality towards their stations.
5. Building a strong bond with the city:
To create a brand awareness which is the reason as some station go for very
specific campaigns around the city for CSR activities to build a strong bond with the city like Hemet with FM may attract people to wear helmet while
driving.
6. More Responsible Role than just pure entertainment:
Big 92.7 FM Programme Road safety on act remind people that the spirit of
Gandhigiri needed to be applied to their every day life especially while traveling on
roads. Their objective is to exchange of ideas on how to prevent accident.
Conclusion:
We can say that there is a growing awareness of the importance of CSR in FM Sector. In FM sector, improving the company's image is the basic reason of CSR. Secondly, the sponsorships and on the other hand in determining the CSR policies, the general public opinion is the most important source. Moreover, the respondent companies mostly have the formal tools for measuring the effectiveness of CSR activities, but mostly they use public image surveys.
About the Author:
Author: Mrs. Bidya Dash
MBA in HR & Marketing from KIIT University
Sr.-Lect- HR
Srusti Academy of Management
Bhubaneswar
Article Source: ArticlesBase.com - Fm Radio and Csr