Radio Malda @ 90.4 FM

Contact Person: Ms. Payel Sarkar

Broadcasting Language: Bengali 

Genesis: Radio Malda 90.4 FM was launched on 17th September 2020, in the eastern state of West Bengal. The mission of Radio Malda is to be a pro-active contributor to the wholesome development of its target community and promote their well-being through programmes and interventions designed specifically to meet their needs.

Thematic Focus: Radio Malda intends to work on a wide range of areas that affect the target community. The primary focus rest on education, health and uplifting the lives of the socially and economically backward sections of the society. 

Sustainable Development Goals:  Radio Malda has designed its programmes to achieve the following SDGs:

SDG 3: Good Health and Well Being

SDG 4: Quality Education

SDG 10: Reduced Inequalities

Primetime Programmes: The primetime programmes that feature in Radio Malda’s broadcast are Amar Shohor, Coffee House and Gossip Corner. Amar Shohor is broadcast from 10 AM to 1 PM and the programme discusses the developments and issues in the city that the CRS is based in. Coffee House, broadcast from 4 PM to 7 Pm, is a chat programme that broadcasts songs, stories and other infotainment content for the listeners. Gossip Corner, broadcast from 7 PM to 9 PM, is a programme that discusses the latest developments in the fields of entertainment, sports and social media trends. 

Innovations in format or any other way: In addition to broadcasting, Radio Malda also launched a YouTube channel recently to share content on different topics like health, current affairs, sports etc. The CRS also plays audio stories to establish a connection with its listeners.

The CRS also hosts a website and social media pages of its own.

Core Team: The core team at Radio Malda includes the Station Incharge, MCR Executive, Editor, and radio jockeys. 

The CRS also draws content by promoting community participation and taking regular inputs from community members to curate programmes that meet their interests.

Major Projects Undertaken: Radio Malda has been a key partner in several national and regional projects and awareness drives with leading organisations like CEMCA, while working on its own internal projects and initiatives. 

It has been a part of the Ministry of Ayush’s Yoga Campaigns since 2021.

Sustainable Strategies: Radio Malda has adopted strategies to meet its expenses in terms of manpower, capacity-building, and programme content. The CRS aspires to be a self-sustained entity and makes continuous efforts to be a part of funded projects from government bodies, and other leading organisations.

Number of listeners and Potential Outreach: Radio Malda caters to a large and diverse community base and has an outreach potential of more than one lakh people within its broadcast range. The active listener base is yet to be ascertained. 

Major concerns in the Community: The areas of concern in Radio Malda’s target community range from the need for better infrastructure in healthcare and education, addressing lifestyle problems, tackling poverty and unemployment, and lack of awareness about welfare policies and schemes. These concerns and knowledge gaps can be bridged with the involvement and contributions of the government agencies and NGOs who work in these areas.