Home Columns Anantha Narayan Made to order

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    All is not lost if you don’t make it as a presenter on an FM radio station. There have been times in the past when I’ve seen dejection and disappointment in those who didn’t make the cut. The deserving ones are those you feel really sorry for. I personally believe that in a city like Chennai there are scores of potential radio presenters out there. The trick is in capturing them.

    Today there are various ways in which the template of radio is being replicated to suit a specific need. Over the last five years, there has been a noticeable rise in ‘in-store’ radio. Brands are adopting this method to have a more relaxed and informative way to get across to their customers. In-store radios can be heard at malls, shopping networks and, in some cases, at gas stations.
    Radio has many avatars and, as we move towards a more progressive environment in the next few years, there will be a need for a soundscape that all people can listen to, be it at a mall, a cafeteria, in a school or even at a street corner. Corporate radio is also a concept that will be popular in the coming years. It is a personalised relaxing sound service beamed through the companies’ house speakers, keeping the employees motivated and focussed.

    Internet radio is also a new gen option. There are many groups in India who have started their personalised radio units on the web. This is a model of radio that is not only interesting but far reaching when it comes to consumers.

    You can have any of these set-ups if you please. All you need to do is create an air-space, record your content and play it on a speaker at the designated area and, voila, you have your own radio station. As simple as it sounds, it does take some understanding as to whom your sound is directed at. Having said that, it’s not rocket science.

    So go ahead and make your own radio space. See you next week with more radio talk!

    -Niladri (talkingradio@gmail.com)
    The writer’s views expressed here are entirely in his personal capacity.

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