“Never know how much I love you, never know how much I care.
When you put your arms around me, I get a fever that’s so hard to bear.
You give me fever when you kiss me, fever when you hold me tight.
Fever in the mornin’, a fever all through the night.”
The listeners of 91.9 Fever FM must be echoing these words of Peggy Lee. In three months, the city has seen a distinctive transformation in the sound of its radio. After Radio One’s launch in July, Fever FM has finally made its long-awaited presence felt—with a lot of on-air fanfare—and the two Hindi stations are wooing its listeners by belting out hit after hit. Chennaiites today have an option other than Tamil music and, contrary to what the pundits had presumed, Hindi music is rocking the house.
The first week of Fever FM’s launch saw a lot of enthusiasm. The hope is they keep the same energy going throughout. Offerings like ‘40 minutes back-to-back music’ will only work in the listeners’ favour, which is welcoming.
The music has been thoughtfully displayed or “mood-mapped”. The ad breaks (for now) are not hard on your ears. We hope that 91.9 schedules their commercials in a way that we listeners are not left to hear painful ads for 10 minutes at a stretch—that will only cause us to tune out.
Fever’s Chennai chapter has opened with quite a few new voices. So it’s early days still for most of the presenters. However, RJ Sano comes in a refreshing new avatar on her evening show, Loose Control, and I’m eagerly looking forward to hearing RJ Tausif as well. The Fever mantra, of being the ‘Bollywood Superstar’ in Chennai, works well. That said, presenters need to connect with the music they are playing, even if they aren’t familiar with it.
As a Hindi music lover I have a few questions: why play Hindi music and talk in Tamil? Would it work the other way around? Who says this really works?
Hoping to get these answers from 91.9 FM themselves. See you next week.
The writer’s views expressed here are entirely in his personal capacity.