It’s about time he saw a radio revolution in India. I don’t mean having dharnas and processions, but a conscious effort to get the medium up to speed. Let it continue to be an advertising vehicle, but at least let there be radio friendliness when it comes to being a presenter and content worthiness when it comes to being the station.
Over the last 10 years, it’s been a bittersweet story for many stations. Many came in with a bang, but failed to sustain as markets got more competitive and creative ideas dried up. Suddenly there was a surge of people who wanted to become radio hosts—solely because of the mediocre presenters that were centrestage at that time. You as a listener felt you could do a better job than the person with the microphone.
You need to be patted on the back for standing up for the medium and stations should realise that they have failed miserably in front of their listeners when it came to on-air tactics. However, many stations held on to these mediocre presenters. In fact, you can still hear some of them today if you flip through the frequencies.
When someone from the city tunes in, they should find it hard to choose which station to listen to. Unfortunately in Chennai, that’s not the case as many lack the on-air presence needed. The quality of radio presenting today is at an all time low. Presenters like Mirchi Ajay, Big Balaji and Radio One Sulabha have not only stood the test of time but brought in a certain quality and signature to their hosting. I’m sure I’ve missed out a few names and I plead to be forgiven for that.
It’s time that stations look for voices with personalities. That’s the magic combination for a good listening experience. Until that happens, don’t be surprised if you hear frogs croak on air. Think of it as time spent in a marshland, with music. See you next week!
— Niladri (firstname.lastname@example.org)
The writer’s views expressed here are entirely in his personal capacity.