Every station has a responsibility—to bring a smile to their listeners’ faces. When you hear presenters like Balaji of Big FM or Ajay Titus of Radio Mirchi, there is something in them that draws scores of listeners. You really don’t need to go through reams of research and analysis to find out why listeners flock to them. All you need to do is listen.
The good presenters believe in simplifying, which translates to an easy listening experience rather than one with endless talk. As a listener, we don’t need the latter because the television provides more than enough of it. When you switch on the radio, you do so because of the music and, if the talk isn’t annoying, you’ll accept some of that too, along with the tunes.
I remember listening to a Hindi station while travelling in a cab in Mumbai. For the entire duration of the drive, the cab driver and I laughed. The presenter on air at the time could probably be rated on par with Kapil Sharma, though he was not a comedian. It’s such programming that makes you recall vividly what the presenter said and what music was played thereafter. As a listener, you will always be drawn back to that station where your ears have had a pleasant outing.
I think the disease of formatting a radio unit has killed a lot of creative sound. If you were to ask anyone what their choice of content would be, nine out of 10 will tell you that they would prefer more music and, if talk had to be part of the package, then it should be light and easy, and definitely not more than a couple of minutes.
The easier the content on the soundscape, the more listeners you’d have popping by for their fix. It’s all about the love. Happy Valentine’s Day!
The writer’s views expressed here are entirely in his personal capacity.