Kohima, June 2: They have not been paid fully for the India Shining campaign yet, but it has not stopped All India Radio from thinking of a shining makeover of its market image.

Market image was the focus in today’s inaugural session of the AIR’s three-day conference of heads of commercial broadcasting services from all over the country.

In what was seen as a strong message from director general Brijeshwar Singh, AIR will try to launch itself as more market-savvy, ostensibly reinterpreting its guiding principle of “Bahujan Hitay Bahujan Sukhaya”.

The questions are few, they said, commanding many small ideas rather than one big idea for all the problems.

AIR’s failure has also been attributed to giants like Airtel or Hyundai, giving short shrift to the mass medium. On the other hand, the participants laughed over customers who “did not need effort” to get to advertise.

However, there are some private players who don’t have the right image of AIR in order to advertise. “Indian Airlines told us who listens to All India Radio,” explained a marketing officer.

There were others, too, who have inspired AIR for a rethink on its brand image. Airtel, Jet Airways, Air Deccan, Pepsi and even the Railways are said to have said a “no” to advertising on AIR.

Some of the stations have done well by customising programmes and so, doing well in revenue collection also.

Bangalore and Chandigarh did well while Chennai was termed “conservative”. But the worst was Calcutta, which is said to have a “negative image”.

The airwave giant might have posted a revenue of Rs 158 crore last year, but is eyeing Rs 200 crore. It is only two years ago that AIR touched Rs 100 crore and the potential is big-time, it has realised. The mindset of having fewer marketing agencies as the interface is seen as a hurdle to profit.

Singh said with less than 1,000 people into marketing, a target of Rs 200 crore was not possible. There was need to have better interface, it was pointed out. Next came making better commercial programmes without compromising public service broadcasts and gearing up the team to the market environment.

“There is no reason but inertia that we cannot be more efficient,” Singh said. He said there was need for more “products” besides market knowledge and audience research. More ideas will be churned out during the conference and in the valedictory function to be addressed by Prasar Bharati chief executive officer on June 4.