When you collect all the programming ideas that have made it on-air in the last 10 years and examine them to find out whether we’ve ticked all our check boxes, the answer would be a resounding ‘No’. There are so many avatars to radio, but only less than a quarter of the potential has been tapped. Back-to-back hits, request hour, movie reviews and interviews, gold classics, debates and discussions are all part of practically every station’s armoury.
This is what we get to listen to when there is so much more that radio units can offer. Today, stations have become like wind-up toys. You wind them up once and they do the same thing over and over again, until the key finally gives up. Take, for instance, a graveyard shift; do we have a segment like that on our favourite station, where you have a presenter take you right through the witching hour and into early morning? The answer, again, is a resounding ‘No’!
The counter from stations would be: why have a graveyard shift when everyone is sleeping? Well, you create a market first and then you will start to have takers. If radio units are going to think on behalf of their listeners and not actually do what they are supposed to do, which is innovate, evolve and execute new ideas on a regular basis, then as listeners we are going to keep hearing the same thing forever, probably bottled differently.
Another gaping hole in the medium is the lack of an adult show. In the past, there has been a station that has experimented with this idea, but for reasons best known to them the show is not on-air. It’s not blasphemy to have an above-18 offering. All one needs to do is go to town with a statutory warning and a message that pleads with everyone to participate not criticise. If one finds the content bold and not ear-worthy, then they should switch their radio sets off and try television. See you next week with more radio talk.
— Niladri (email@example.com .The writer’s views expressed here are entirely in his personal capacity)