Tag Archives: China Radio International

CRI’s growing Tamil audience

S. Pandiyarajan was fiddling around with his shortwave radio set one hot summer evening at Villupuram, Tamil Nadu, when he stumbled upon a strange station.

At first listen, it was a language he couldn’t identify. It sounded like Tamil, but spoken in an accent he could not recognise. He listened on, straining his ears. To his surprise, he discovered that the voices were coming from faraway China.

“I could hear two Chinese people speaking in perfect Tamil!” he said. “And this was Sentamizh [classical Tamil], which you never hear anywhere, anymore, even in Tamil Nadu.”

That evening, Mr. Pandiyarajan became the latest member of China Radio International’s fast-growing overseas fan base. The station, run by the Chinese government, has, for more than six decades, been tasked with carrying news from China — from politics to arts and culture — to boost the country’s image overseas.

[…]Remarkably, CRI’s Tamil station enjoys the widest reach of all its channels. Its popularity underscores the quiet success China’s “soft power” push is having in unlikely locations. The Tamil station, which broadcasts every day from a modest 12th floor office, has more than 25,000 registered listeners — besides thousands of others who tune in casually every day — in Tamil Nadu and the rest of India, Sri Lanka, Malaysia, Singapore, South Africa, Germany, the United States and Japan.

The Tamil station started broadcasting in 1963. Since then, it has continued to beam its shows uninterrupted, building up an almost cult following overseas, with its fans even organising themselves into a network of listeners’ clubs.

[…]This month, the station invited the heads of some of its listeners’ clubs in Tamil Nadu to visit its Beijing headquarters, part of an effort to engage more with listeners.

S. Selvam, head of the All-India Listeners’ Club, said the station’s popularity was driven by its novelty. “The first thing that strikes you is, why are these Chinese people learning Tamil, and speaking perfect Sentamizh?” he said. “You think, if they are making such an effort, we have to reach out to them.”

Mr. Pandiyarajan agreed. “This is something completely new,” he said. “We have Villupuram Tamil, Chennai Tamil, Puducherry Tamil. But I never thought I would discover that there would also be a Cheena [Chinese] Tamil.”

Read the full article at The Hindu. Also, read about CRI’s broadcasts in the local US radio market.

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CNN reports on new Voice of Russia studios in DC

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Many long-time shortwave listeners may find it ironic that the likes of Voice of Russia now broadcasts from a studio in downtown Washington DC. I just read this news article posted on CNN about VOR’s new presence:

Jordan Hostetter doesn’t know it, but he’s a target. He’s a young professional living in Washington, curious about international events and listens to the radio while driving to work — just the kind of person Voice of Russia radio is trying to reach.

Changing American hearts and minds about Russia has been Voice of Russia’s mission since it first went on the air in 1929, broadcasting from Moscow via short-wave radio. It still does use short wave but with the Internet, Facebook and Twitter, that seems like a blast from the past.

It goes on to mention how, long-time rival, Voice of America has gone totally digital. Not totally true, in fact, but VOA is putting a major effort into moving off of the shortwave bands. As we mentioned previously, in their shortwave sunset plans, the BBG plans to keep shortwave alive in parts of the world where free speech is suppressed and where shortwave is the only option. They will, most likely, rent broadcasting time from other providers and shut down VOA-run facilities.

What was notable in this CNN article was a tidbit about a VOA attempt to do what their Russian counterpart is doing:

VOA says it tried to get a license to […] broadcast on local Russian radio in Russian to Russians. But Elez Biberaj, VOA’s Eurasia division director, says it was prevented from affiliating with Russian radio and television stations “because of threats and because of the pressure that the government brings on license holders.”

So, I guess, VOA will take on this objective with a web presence?

No doubt, our international broadcasting field is changing. I believe we’ll see more broadcasters following VOR and CRI’s local vector. Perhaps, in fact, this is just what our AM band needs.

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China Radio International now on your local AM station

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As local AM broadcast (a.k.a. mediumwave) stations around the world struggle to find their local niche, a new global angle may be taking shape. Much like the proliferation of political talk shows in the late 80’s which began to give the AM spectrum its identity (at least here in the USA) could the AM broadcast band now be a local vector for international communities?

I found this article and story from NPR member station, WBUR in Boston. It features WILD-AM who has traditionally served the African American community in Boston. Their newest offering, however, is coming from thousands of miles away–from China:

1090 WILD-AM was the scrappy little engine that could. A small-budget radio station with big ideas with over 40 years on air, it earned a trusted place in the heart and soul of Boston’s inner city community. But now that’s all gone. The station serves a very different audience.

[…]As of June 1, China Radio International is the new sound of WILD. The station is targeting “new Americans.”

[…]One of the reasons WILD is no longer on the air is that the marketplace has changed — the competition is greater. What’s happened to WILD is not surprising to media observers like WBUR media analyst John Carroll.

“I think it’s a reflection of what’s happening in the radio market overall, a movement toward consolidation, a movement toward nationalization or internationalization, a movement away from local community presence on radio stations and more toward major conglomerates, which are much less expensive to operate,” Carroll said. “One of the issues is can anyone make the FCC care about this?”

Read and listen to this full story at WBUR’s website.

Also, consider reading commentary from Boston Radio Watch.

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