National Public Radio in the US completes 50 years in 2021. It is a radio channel which is neither government-sponsored nor private. It is not profit-oriented. It is in true sense a public broadcaster which is autonomous. It has been established under Public Broadcasting Act passed in 1967. It has been run by several thousand channels across the US. We cannot hear the channel here in India. The US has Voice of America as its international channel. As these days podcasts bring the programmes across the world on internet, even lovers of NPR can hear its good programmes anywhere in the world.
The channel is famous for its high-quality programmes. All Things Considered is a programme initiated on 3rd May, 1971. It is still very popular. Till then, the news-based programmes were anchored by male folks. Since 1972, for the first time, this responsibility was given to female folks. The programme is known for deeper analysis of current affairs and comprehensive reporting.
NPR accommodates different art forms and diverse subjects in its programming. Four-wheeler cars are the life line of the US. NPR’s CarTalk programme is very entertaining. It is a phone-in programme. NPR is also known for its worldwide reporting from the site of action. It exploited all the possibilities and potential of the audio medium.
To gain wider audience and consequently greater advertising revenue, NPR has never compromised. It is balanced, non-partisan. How it retains its autonomy? The member channels contributions and other contributions fund NPR. The member channels are not commercial. They are not under political pressure. And major chunk of contributions or donations are sourced from the listeners. The donations range from $25 to $50. Apart from this, NPR is funded by corporate trusts, but against such funding they cannot expect any editorial meddling. At the most, anchors briefly introduce a sponsoring company during the programme. The rich too individually contribute to NPR but they are committed to media autonomy. Covid affected NPR too, but in a positive way. Instead of drive-in-radio, while commuting to office, the work-from-staff availed of the NPR programmes through websites, podcasts and apps. It boosted the NPR audience by 10-15 per cent. In a week, NPR reaches 6 crore people through different avenues. The younger audience is increasing for audio programmes. Amongst the 20 most popular podcasts in the US, 7 are from the NPR.
In India too, we have a large radio-loving audience. What we lack is radio which is non-partisan, newsworthy and information-rich. Our love for radio has remained confined to listening to music. Aakashvani news is not preferred. Private radio channels are not allowed to broadcast news. We are neglecting a potential medium.
NPR is just an example. On its lines, every democratic country can aspire to have an autonomous radio channel. Our audience should realise that getting non-partisan news is their right.