We are into the second decade of privatised radio in the country, and it’s probably time to show that radio in India can meet international standards, especially when it comes to programming. But how can one achieve international on-air worthiness?
The standard — of how a great radio show should sound — has already been set by our compatriots overseas. All anyone at a radio unit has to do is put their fingers on the keyboard and, for once, use Google for the right reasons — to find out the best from around the globe when it comes to radio programming.
You don’t need to photo copy the product, because it will surely come out counterfeit. But getting inspired by it would be a good start. When you really look back at privatised radio programming over the last 10 years, and the so-called achieved landmarks, they really don’t seem to have the ‘wow’ effect — except for a handful of products that have been beamed.
Another tear in the tube is that the radio award ceremonies out there seem to lean towards a favourite of theirs and not necessarily of the masses. The authenticity is suspect in this case and if there was a neutral body in charge of the coronation, it would make a real difference.
However, awards are ego boosters (much like fat burners) and make you feel good only for a short span of time. The question, therefore, is when can we get to hear a definitive and bold sound — not to forget programming — that has a bite for all listeners. That would be possible only when the right personnel are hired for the right task.
So this 2014, which is the second decade of privatised radio, we hope and pray that employees of this medium stop swatting flies, mind their own herd and believe that it’s important to use the hours between 9 am and 5 pm for the goodness of the medium and not to enhance their skills in politics. We have the Aam Aadmi for that!
See you next week!
– Niladri@radiowave (email@example.com)
The writer’s views expressed here are entirely in his personal capacity.