Privatised radio in India is coming of age and the one thing every consumer or advertiser is looking for in a station is an X factor. When you listen to the numerous radio units out there, you know that everyone’s in the same orbit. One can’t put a finger on this, as there is a set mandate for stations to follow.
However, there should be one magnanimous radio station that sets the bar as high as the Burj Khalifa — by repeating something that was done on television years back. I’m talking about when Amitabh Bachchan visited our living rooms for the first time with Kaun Banega Crorepati. There was an immediate spike when it came to TRP and television after that was never the same again.
Radio station owners are obviously the ones with deep pockets and, point taken, one needs to break even before trying a method or an experiment. The problem is, there will always be one station that will come out with this X factor and, like in the past, others would bang their heads, telling themselves: “We had this idea but they did it first.”
With all due respect to the film industry, I personally believe that celebrity value can also be achieved with eminent citizens of the city. Someone that you’d like listening to, an individual who is aware and not shallow with his/her understanding of the listener, a person who can motivate and keep consumers intrigued, a presenter who has wit and a way with every situation that’s put in front of him/her.
Let me give you a very simple task. If you have a personality in mind who could bring that X factor to radio and who is, as I mentioned above, well known (but not necessarily an actor or actress), then inbox me on my email address (given right below the column) and I’ll be happy to hear from you! See you soon with more radio talk.
— Niladri (firstname.lastname@example.org)
The writer’s views expressed here are entirely in his personal capacity.