Home Columns Anantha Narayan Tricks of the trade

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    A radio station that has at least three great on-air moments on a daily basis is a radio station worth listening to. A spike in terms of listenership doesn’t happen on a continuous basis—it happens only when something has triggered the listener’s attention and imagination. These moments are extremely precious because, when analysed and studied, they could very well be repeated to increase the station’s popularity.

    These instances of great radio can happen with or without planning. If the stations’ think tank is healthy, then bringing about a unique listening experience will be a walk in the park. You know a station is popular because, along with the music, there is always something to look forward to.

    A while back, a radio presenter requested listeners to honk thrice if they felt strongly about a particular issue that was being discussed. The office of this radio unit was bang on the main road and you could hear random cars honking thrice, which made that on-air moment complete!

    A few years back, anot-her presenter gave a cricket update of a cricket match between India and an international team. Intrigued listeners called in to enquire about where the match was being played and they were told, immediately, to check the day’s date. The date was April 1.

    It’s moments like these that sky rocket the numbers of a station’s database. These are examples of clever radio tricks that not only set the brand and the presenter apart but also gives the listener a memorable radio experience. The time is now for stations to step up their intelligence quotient and give listeners recallable moments.

    Obviously, for a superior on-air experience, you need a team that is a winning combination and thinks differently, but shares the same page. The day a station has this dream team, it will remain number one for ever. See you next week with more radio talk!

    The writer’s views expressed here are entirely in his personal capacity.



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