The commercial broadcasting wing of AIR, Vividh Bharati, was started as a counter to
(A) Voice of America
(B) BBC
(C) Radio Ceylon
(D) Radio Moscow
Correct Ans: (C)
Explanation:
All India Radio (AIR) launched Vividh Bharati in 1957 to compete with Radio Ceylon, which had gained immense popularity in India. At that time, Indian audiences preferred Radio Ceylon’s programming, especially its film music, which AIR did not broadcast extensively. The Indian government saw the need for a competitive alternative and introduced Vividh Bharati to reclaim its audience.
Vividh Bharati offered a mix of film songs, talk shows, advertisements, and entertainment programs. It quickly became a favorite among listeners, providing an Indian alternative to foreign broadcasts. With its sponsored programs and jingles, it also marked the beginning of commercial advertising on Indian radio.
The other options do not fit the context. Voice of America and BBC focused on international news rather than entertainment. Radio Moscow specialized in ideological and political content, not film music.
Vividh Bharati successfully reduced Radio Ceylon’s influence, becoming India’s leading commercial radio service. It remains an essential part of Indian broadcasting history.
