If someone had told a radio pundit that one day the city would have a station that would play Hindi music—with talk that mixed English and Tamil—he would have been met with frowns and statements that the listener wouldn’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 it’s music itself, it’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, it’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. It’s always a hit or a miss, but the Fever 91.9 experience here is surely one that’s hit bull’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 didn’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.
I’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. I’d love to hear Fever dramas and documentaries as that would complete their presence in Chennai.
See you next week.
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