If someone had told a radio pundit that one day the city would have a station that would play Hindi musica��with talk that mixed English and Tamila��he would have been met with frowns and statements that the listener wouldna��t accept such a product. Chennai has always been plagued by the myth that only Tamil music connects with listeners.
To impress listeners with something new has always been a work-in-progress for any radio unit, and when ita��s music itself, ita��s an uphill task. In Chennai, we have two stations that acknowledge listeners with different tastes. In a city like ours, which is ever expanding and evolving, ita��s only logical that the same must be happening with the people that live in it, too.
Airing songs in a new language successfully on radio only works if there is a brand new format. Ita��s always a hit or a miss, but the Fever 91.9 experience here is surely one thata��s hit bulla��s eye. Headed by Gangadhar Shastri, the sound of Fever is a mix of experience and new styles. Programming director, Harinarayan, has done well to bring out a soundscape that is new, refreshing and vibrant.
We are always wary about something new. Case in point: before Amitabh Bachchan was an actor, he wanted to try his luck on radio. But he was rejected by a radio station on the grounds that he didna��t have a good voice. A new format with a new style is generally received with caution, sometimes criticism; but if the sound has soul, it will be accepted.
Ia��ve heard brand new voices in the form of RJs Sindhu, Shyam and Syed, and that is a pleasant listening experience. When you have a satellite, your rocket better be good and I guess that is what makes the difference between crashing and staying in orbit. Ia��d love to hear Fever dramas and documentaries as that would complete their presence in Chennai.
See you next week.
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The writera��s views expressed
here are entirely in his personal capacity.