Around the globe, radio as a medium is an information bank for its consumers. If you are in a particular city and you tune into the local radio stations, there will be enough data to keep you well informed about what that place is all about and how it ticks.
From local lingo to where you can get the best shopping deals, from second-hand car prices to what is the best real estate investment, or even the places you should avoid, it will all be there. All you have to do is tune in. Now that’s what makes radio overseas sound more intelligent and mature.
In India, many stations have a habit of over-cooking a concept to the point that it becomes charcoal. The ability of simplifying the math is alien to many of them. If you’ve noticed, when the creative pond in any station dries up, they either re-image themselves with new station tunes or have reality-based talent hunts. It’s not as if it helps much, but this is just how many of them deal with the situation.
Putting method before madness on radio is the simplest job on earth. It’s the small ideas that can be grown into valuable on-air properties. It’s a path that every radio station can safely follow in order to achieve maturity and acknowledgement from listeners as well as from advertisers.
In Chennai, we wake up to front page ads in our news papers about real estate almost on a daily basis. I’m sure there is a reason for that and I’m also very sure that a lot of buyers (not only the first-timers) of real estate would like to seek advice or be aware about the nitty gritties.
Is there a show on radio that deals with real estate queries and solutions? If there is, kudos to those forward thinkers; and if there isn’t, you know what is missing on radio in your city. Your favourite station has to be realistic and about the present. That’s a fabulous listening experience.
See you next week!
-Niladri (email@example.com)The writer’s views expressed here are entirely in his personal capacity.