Humming a different tune ;)

Radio Jingles have always been an integral part of the identity of the station - specially in this super crowded space. At least I've always felt its important! Specially since the day I wanted the RED fm jingle to be my ringtone 3 years back :)

It came to my mind to write about it mainly because I heard myself singing along the new jingle of the new Oye! Totally fun - though it missed the frequency completely - as do the hoardings all around town. I dont know when the agencies will realise that the frequency is all there is to promoting a radio station. I know what your name is, but I dont know where you live, so how do I come and meet you? :)

In any case, I am moving away from the point. So I just realised that after long - almost all stations actually have good jingles for themselves.

Radio Mirchi - Vishal-Shekhar doing the honours there
Red Fm - I think its Sachin Gupta..
Oye - Ram Sampat with a brand new station image to manage
Radio One - Shankar Ehsaan Loy singing along as brand ambassadors
Radio City has a really catchy one
Big fm - tagging their elements with the last 3-4 notes beautifully with a lot of variety

In a country that lives on Music and Masala, I think its only fair that radio stations invest in creating a musical identity for themselves. Which is why I always wonder why Fever stayed away from it.

In any case, here's wishing 104.8 a healthy new avatar. Its not every other day that a frequency changes names. The last one we remember is the transition of Go to Radio One. This is also just the second station to have a Hindi-ish name to itself now. Besides Mirchi & Oye, its City, Red, Fever, Big, One - all insisting on Hindi programming - strange isn't it? :)

Raahat se Raahat milti nahi ab...

If you are (still) a die-hard fan of Raahat Fateh Ali Khan, you might want to stop right here... not that I am to write anything offensive about him. I love him, he is to be respected. But aren't we killing him already?

Like many other Pakistani singers, the Bhatts introduced us to this master, he sang for us, Laagi Tujhse Mann Ki Lagan. A song that anyone is ready to hear even today anytime of the day. And as is in Bollywood, you just need one big hit. There he was:

First looking like he was picking his songs with bigger banners and selectively:

2005 Kalyug - Jiya Dhadak Dhadak
2006 Omkara - Naina
2007 Jhoom Barabar Jhoom - Bol Na Halke Halke
2007 Om Shanti Om - Jag Soona Soona Lage
2007 Namaste London - Main Jahaan Rahoon
2007 Aaja Nachle - O Re Piya
2008 Haal-E-Dil - Haal-E-Dil
2008 Woodstock Villa - Koi Chala Ja Raha Hai
2008 Dil Kabaddi - Zindagi Ye (special appearance)

Then, giving us hit after hit on one year:

2009 Main Aurr Mrs Khanna - Rabba
2009 Billu Barber - Jahoon Kahan
2009 Love Aaj Kal - Ajj Din Chadheya
2009 London Dreams - Khwab Jo
2009 De Dana Dan - Rishte Nate
2009 Veer - Surili Akhiyon Wale & Surili Akhiyon Wale (duet)

And then - ONLY him giving us hits! EVERY film whether big or small has his song in it. Its as if its a compulsory obligation that every album should include his song!

2010 My Name Is Khan - Sajda
2010 Ishqiya - Dil To Bachcha Hai Ji
2010 Toh Baat Pakki - Phir Se
2010 Lahore - Ore Bande
2010 Badmaash Company - Fakeera
2010 Virsa- Mein Tenu Samjhawan
2010 I Hate Luv Storys - Bahara (Chill Version)
2010 Milenge Milenge - Ishq Ki Gali
2010 Once Upon a Time in Mumbaai - Tum Jo Aaye
2010 We Are Family - Ankhon Mein Neendein
2010 Dabangg - Tere Mast Mast Do Nain
2010 Anjaana Anjaani - Aas Pass Khuda & Aas Pass Khuda - Unplugged(duet)
2010 Aakrosh - Man Ke Mat

And of these songs (in just 6 months or so of the year) - just one song that challenged his style and presented him in a refreshing manner: Dil To Bachha.

He is UNIQUE and he is great, but why do we need to make him omnipresent and make him lose his charm? And I dont think that just the music directors or producers are to blame, but even the singer himself, who but cannot be blamed for enjoying his super-stardom.

This had been on my mind for some time now, but only got down to paper (or blog as you may) -after a friend while hearing one of his songs mistook it for another one. I pity the radio playlists that have only his songs on High Rotation... there seems to be no choice! And in effect, no variety. I guess we would just have to wait till the next singer is introduced by the Bhatts :)

Now we are Talking!

:)
ON Sunday afternoon, listening to music on the radio was a treat. Every channel that I switched to, had something different to offer. Variety had finally arrived.

So there was Marathi music and there was Indipop. I could hear Tumhe Apna banaane ki (Sadak) from the 90s or a Devanand song from Guide and I could even listen to Dabanng. Radio One's initiative to promote independent artists also sounded refreshing. The Swapnil Joshi show made me smile (in spite of me being a non-marathi girl) and the back to back music on Fever also did the trick.

After a long time, I could sing along, switch and experiment with my radio set with love and enjoyment, rather than frustration and impatience.

Ofcourse, all of this, on a Sunday. Afternoon. Hope the spread spreads further :)

RJ Mantra bye-bye?

Hey! Bad news... just last week I was about to blog about how Mantra manages to save a dying link in mid-sentence even. And now we come to know that he is going off-air!
Of course, he will be back... but most of the drive-time show hosts who have left their respective shows (which were doing respectably well) and their stations who backed them well... have not succeeded in a come-back on a different channel.
RJ Tarun - kick-ass on Mirchi.. now Massaging on Red fm.
RJ Rohit - building a show on Big - is still starting from scratch on RadioCity.

Another thing to notice here is that competition on the drive sounds all the same! - to begin with, all Male. (except Radio One) Whether its Rohit (City), Suren (Mirchi), Mantra (Red) or Rishi (Fever). And unfortunately, the guy who's decided to step out is the one who had the most to offer in terms of "an identity that stands out from the crowd"

There are rumours galore about Mantra joining another station (at too big a price tag) - but then again, we can only wish the station all the best.
Sometimes, we dont realise, it's not always the jock who is the star of the station, its the station that makes the jock the star. There are various attributes that make or break the jock... which include the station personality, programming focus and brand loyalty.

Point to ponder - would Mallishka still be as strong a jock/style on-air if you take away "Bajaate Raho" from her?

Is the Chorus back?

So the next big hit in Bollywood turned out to be "Pee Loon" from Once Upon a Time in Mumbai. Pritam has kept up his pace to deliver hits.

But what I have also noticed is that there are some things common in some of the recent hits in the industry. Pritam seems to be using it as a formula almost after "Tu Jaane Na" from Ajab Prem Ki. The 'Kaise Bataye' hook became more popular than the part sung by Atif. (without doubting Atif's popularity)

Now with "Pee Loon" and "Tum Jo Aaye" from OUATIM - he seems to have re-confirmed this style. One, going traditional (tabla, harmonium, the works). and Secondly, using chorus as a strong element in the song.

Even the next big song from Dabanng (music to be launched on 5th Aug) is a slow qawalli style number with Raahat Fateh Ali Khan; who has become like a compulsory singer in every album these days. After this one, he will also sing in We Are Family - in the same style as are 90% of his songs. Why do we run after whatever becomes a hit and drain out the freshness completely?!

Anyway, not moving away from where we started, whether its All Izz Well, Uff Teri Ada (KCK), Dhatad Tatad (Lafengey Parindey), Sajdaa (My Name is Khan), Mehengai Daiyan (Peepli Live) - I see the chorus taking enough space on a song to be mentioned in the credits. Remember the back of cassettes in the 90s? "Singer: Kumar Sanu & Chorus" :)

Gaane ka gala mat dabao..

Dear RJs, I know its a problem. I know there are too many ads, too much to communicate and no time at all. But please don't punish my songs for it!

it's not the first time that I am coming across this problem or hear a song being cut randomly in between. When I was on-air - I've struggled with it myself... but now its becoming so rampant, that I felt like writing about it.

I was so enjoying Chhai Chhapa Chhai on a rainy evening and was so singing along - when suddenly the jock must have realised that he needs to play the ads on time and he pulled the song down. As a music manager, I had actually worked out rules in my office to make this as minimal as possible. Because its actually very putting-off. Wrong english, but exactly what I want to say. Putting off. More so, most of the jocks seem to feel listeners don't or won't realise :) ya right.

In any case, some more planning is the simple way out. And its important simply because my primary need to tune in is music. And if that is not being taken seriously or is being mutilated and edited around without aesthetics.. it somehow gives me the impression that my music and I am not important to you. (as a listener) And well, as a radio professional, the only thing thats important is - the listener. Nahi?

Surat nu Mirchi is also Hot ;)

I was in Surat for the past few days and heard some radio briefly. Besides realising that most of the stations are playing retro in this small (yet popular) city... I came across something that I have been wanting to introduce on-air since many years. Some radio-stations did try it on Saturday nights but pulled back this kind of programming, for what I understand to be lack of funds or backing or talent or even time.

It was 8 in the morning and Mirchi was playing 'Gaano ki Ladi' which was basically songs mixed back to back (like a DJ would mix them), except that these were not club / dance numbers. I know its a simple concept. But once again, here comes the emphasis... in radio.. keep it simple - but do it well.
It was done so well that even in my half-dead state (I hadn't sleep the whole night), I was sure I was going to get to my computer somehow and blog about it.
The songs were moving seamlessly into each other, but more importantly they did not bore you. I mean that the genres moved gently from one to another...where I heard Namak from Omkara and Main hoon na too. The station imaging was non-intrusive and yet clear.

Mirchi is not using this programming in Mumbai currently, but I am sure wherever its being tried, the TSLs should touch the roof. My compliments to whoever is doing the production on this one and I know what a pain this must be. But its worth it. I am also sure it must be a nightmare for the music managers.. how are you guys keeping track of whats playing out?! (you know what I mean RCS bhakts ;)

In any case, time to sleep. Thanks for giving my day a radio-happy morning!

Stranger @ Bombay Central

I remember writing something about 'Radio Moments' before and I experienced another one last weekend - which is short and sweet, but worth a mention.

I had to drop mom and brother at Bombay Central station and we were tuned into radio, except that it was actually just playing in the background and we were passive listeners. But then I realised how music just seeps into your system without you realising it. When I stepped out to take the luggage out, my head was humming an old hindi number - Uthe Sabke Kadam - and then suddenly a man came out of his car behind us and he was whistling away the tune of the very same song!
In fact I realised that I was singing it in my head only after I heard him whistle it. I looked at him instantly and there it was - a radio connect! :)

I would like to credit the station the two of us were tuned into together- Radio One 94.3... which by the way has improved its music considerably. The bank has been cleaned up and the songs are making much more sense than the earlier mess. Thumbs up to the effort, whoever made it.

And now - HE is Back too!!

After Hrishi K - its time to get excited about another jock (blast from the past) - it's none other than Anirudh L.L.B. He is back on-air, and he's on BIG fm.

I, for one have never been a big fan of Anirudh or his style myself, but I could not help but smile when I heard the 'Hello, Hi, Aaye-Haaye!' He was without doubt one of the most followed jocks on Mumbai air-waves when he was on RadioCity and then created a big 'ho!!' when he shifted to Big FM. After 2 years of hiatus, the man is back to woo his middle-aged women fans and create enough ripples on the night slot - where Karan Singh and Love Guru and Anmol are already ruling the roost. This slot gets more interesting than ever before to follow now.

More importantly, I feel that there is hopefully a realisation within the industry managers to acknowledge the power of a good Radio Presenter. And by good, I dont just mean 'famous' - but voices and people who have connected to the 'junta' in the true sense. People who never used Radio as a stepping stone or just a medium to earn while they prep to move to radio or films. These are the people who are in radio because they love and appreciate the medium. They know the power and know how to use it.

There have been a few names that stick out when one speaks of Mumbai radio to a common man and Anirudh is definitely one of them. Now we wait and watch if people re-connect with him and if he is able to win back the same loyalty and TSLs. Wishing him - and the good old back - good luck.

Brand Ambassadors - Welcome Idea!

So Shankar-Ehsaan-Loy have become brand ambassadors of Radio One!
And I know I am late, but this article has been pending for too long..half written, sitting in 'drafts' - but ready now...

To an average listener this idea (of brand ambassadors)might not make a difference, but then it does change the idea of 'celeb quotient' on radio.

When the concept was launched, frankly it sounded like they were unprepared. The sound bytes were vella and it did not come across as a complete, well thought out concept. May be it is a difficult concept to present on radio, which is what got me thinking.

I was wondering if radio as a medium lends itself to this concept at all. When anything is given 'air-space' on radio, the medium ends up promoting that product, or that event, or content. In a way, its like a one-way medium.

When Abhishek Bachhan was all over the city as a Big FM model, one could understand that a celeb is being used to promote something new. Then, Sonu Nigam was used too. Big FM again. But in both cases, the on-air was hardly used. It was more on-ground, events and outdoor hoardings. So it was more like a brand endorser, rather then an ambassador. The visual medium was used to attract attention to the product. But here, entire on-air space is being used to promote SEL - so that they can promote Radio One!

I still maintain that the idea is interesting and we should wait and see what it gets for Radio One... but may be the concept requires much more attention to detail. What is a Brand Ambassador to do - and more importantly, do On-Air, in an audio medium? Its kind of weird to hear them say 'paise jeeto!' Also, when SEL tell me One is where you get maximum music, what makes it different or more believable than when a jock says it? Or any other celeb for that matter (when we ask them to record an endorsement for us?)

Just a Little Something..

After a long time, I heard something fresh - in terms of music. Something that is safe, yet experimental. And generally, I do find such pleasant surprises only on Mirchi.
So this time round, it was a song from Road, Movie. This entire album is a compilation of songs from all over. Good ones.. but nothing original. Except this one song 'Sar Jo Tera Chakraaye' - sung in a firangi style. Its a very different version and hats off to Mirchi to dare to play it. I mean, there is a very thin line between whats safe and whats not when it comes to new music. And then there are the challenges of presenting something fresh to your regular listeners.
These are the kind of songs you look for and grab then.. and of course - do not put them in your high rotation. But flavouring is important. Anyway, now its sounding like a lecture.
So besides this, this week I generally have been disappointed. So shall say no more.

Awesome Mausam - Where were you?

When I tuned in today - it just felt like I was in another city.. and the radio stations belonged somewhere else!

It's Mumbai guys - the monsoons are our biggest event of the year - in a good way AND a bad way. And though 'pre-monsoon' showers have been around - today, it was just one of those first 'rainy' days :) Traffic was bad - time to reach office doubled - people carried umbrellas and wore raincoats - preferred bus to train etc.. and what were you guys talking about?
City - Raavan - Abhishek Bachhan telling us how he is not scared of his wife.
Red - FIFA - aapne football season ke liye kya tayyari ki hai? REALLY?!?! Football season? where are you? Kolkatta or Manchester? Could I please re-phrase it? It should have been MOnsoon ke liye kya tayyari ki hai yaar!! Ghar ki chhat pe daambar karvaya ki nahi? roadside ki chhatri khareedi? - available in polka dots this season (outside stations and traffic signals)
But since the showplan must have been decided a day prior - or there was some client commitment, you will not even look out of the window and smile. Smile with me. Today is the day I didnt sweat and reach office coz it rained! After 3 months of excruciating summer. Celebrate it with me. I am not interested in your FIFA!

Anwyay, content is debatable and I better not get into that debate when I could not even get the music I wanted! Are you guys blind or sleeping? Its raining outside - get the rain-songs out!! I know Dhanno is your high-rotation song. But not this morning! And if the Music Managers cant even do this for the listener.. I mean.. come on guys! This is not TV.. its radio. Its about NOW!
Tip for the teams...Move away from the computer screen, take a cup of tea and look outside the window.

Smiles in our Sumo :)

It's a regular evening - moving out of office, I noticed that the company car that drops people to the station is still around and I hop in to save Rs.13 and some walking and waiting. The driver generally just tunes in any station and we listen to songs on our way to the station, but today was a moment of radio magic :)

World No-Tobacco Day and Mantra has a few people calling him and give their opinion on the theme for this year's No Tobacco Day, which was reducing smoking habit in women. (talk about gender bias!!) - in any case, the interesting part for me so far was that the channel had not been switched. And then of course everyone was quite and actually 'tuned into' what *Mantra was saying.. and more importantly, what the people were saying about this idea. (We love giving and listening to opinions, don't we?)Then there was the punch - which was provided by none other than a listener who said he wanted his mom to stop chewing tobacco! And however hard I try, I cannot express the innocence with which he shared his concern and the humour element that the moment carried. Mantra made it funnier with his reaction to this statement, and suddenly there was the 'radio magic moment' - right there! A Sumo full of women - was full of smiles and giggles. Everyone connected, though no one knew anyone!

Here, what was being discussed on-air was: Tobacco (which none of the women in the car connected to) Here, the link was pretty long. (yet not switched off) Here, there was rapt attention. Here, it was not about what the jock said or how smart he was or what his 'punch' was. He was just available. Yet, here, is where the magic was.

Besides proving an age-old fact in radio, that the listeners are the biggest source of content, it made me write about this for one more reason. I just knew all over again, Radio can do wonders. Just let it be. Keep it simple.

*Mantra (Red FM drive-time host) is one of the most popular jocks in Mumbai.

Mera Gaon, Mera Des (but Jock from Pardes?)

So does a jock need to be from the city? One of the most controversial questions in radio, specially these days, when in Mumbai itself 50% or more jocks are not Mumbaikars.

And when I say Mumbaikar, or being from the city, I would like to clarify that I mean someone who has stayed in the city for at least 5 years or more. Or has strong bonds with the city due to frequent visits or being the native city etc. Nothing more is expected.

There are a lot of 'requirements' you need to fulfill when you are going on-air. Some basic parameters.. Voice, Spontaneity etc. (some lack even these on-air these days) However, I would not list the requirements here, mainly because for every Programming Head, these requirements differ, specially in the degree in which they want what.

So I will stick to what I find interesting, the question of "Where are you from?"
I wanted to comment on it since I too was subjected to this test myself. Have been noticing a trend in Mumbai and most recently, spoken to someone who wanted to know my opinion on it.

1. You need to know the language. And its not just Hindi, Bengali or Gujarati, but the slang as well. The words that belong to the city, which you will use in your links naturally and not with an effort, only if youhave grown up hearing them and using them.

2. You have to know the vibe of the city. Well, that you can catch even by being here for sometime and observing and absorbing in good quantities. Provided you have the bandwidth and capability to do that.

3. Traveled on the most basic and best vehicles in town. Consistently.

4. Felt that you 'belong' to the city. sometimes this is the most difficult feeling to build in your system if you are from another city. But this is what works subconsciously and decides whether you 'connect' with the junta; specially when the city is hit with trouble.

5. Eaten the food that the city offers. As the city offers it. And know how it has evolved over years. So knowing the vada-pav stall at Mithibai is the best is not enough. Do you know what it used to cost in 99?

Well, I have time only for this much today and I will continue and conclude this soon. Till then, you are welcome to comment on this and would love to know your views too. But would like to specify that there is no right or wrong here.

Music to my Ears (and Peers)

I will have to move a step away from radio and talk just about music here. It was something very small that I noticed and felt so overwhelmed with, that I thought I must write about it.
My friend's birthday party was a house party and music was being played by a friend via his laptop. We had the best, latest international hits to groove to, which people were enjoying for sometime. People would come and go off the dance floor. And then, there was a wave of the Rishi-Riches of the world, hip-hop, etc etc.
Then another friend decided to plug in his iPhone. He had a fantastic collection from the 90s. No, not international. This one was pure Bollywood. So, Jaane de jaane de mujhe jaana hai, jumma chumma, saat samandar, deewana mujhsa nahi, khud ko kya samajhti hai.. so on and so forth. And EVERYONE just went MAD!! Everyone was on the dance floor! Even those who were staying away since the beginning. And enjoyed themselves thoroughly.
And guess what the audience demographics here were? Sec A, A+. 20-28yrs old. Male & Female.

Phir bhi dil hai Hindustani? :)

Hi.. you talk to me!

My relatives used to be ever-so-curious about my job earlier (when I was a jock)and one of the questions thrown at me was .. "So you just talk to the wall?" :)

Which is in its literal sense quite true. A jock basically is talking to a wall, sitting in a room, all by himself. But the point is - someone out there is listening to him. And that is where the romance is, right?

I basically thought about this because I have been traveling quite a bit within the city and got an opportunity to be a typical Mumbaikar and looked out for entertainment on the go - via the radio. I came to face a horrifying fact about our drive-time jocks. They just don't care about who's listening to them!
It seems like everyone is busy getting together a show (much like a circus show)) and trying hard to make a great show and then just presenting the show! That is the KRA of a jock, no doubt. But is that really what makes you a jock?

It's saddening to note that you no more care about me. (the listener) Everyone is just busy doing their own thing! It's so obvious that you are just doing a job! Its not only saddening for the listener then, but even for the jock.

The first golden rule of radio I had learnt was - talk to ONE person. That I guess people have stopped teaching now... but I will extend it for you and say - Talk to SOMEONE atleast! Don't just throw your quick wits up in the 'Air' for us to catch! And well, don't even get me started on the wits...

I just thought I'd let it out... I am the reason you are on-air. Try not to ignore me please.

the freedom called AIR

I have been hearing a lot of AIR lately in the mornings. It started off as an educational experiment. I need to explore international music further and someone told me I should tune in to this show called Breakfree in the mornings.
To be very frank, a lot of people don't even consider AIR as a regular FM station. It's not as jazzy as the Mirchis and Fevers of the world. It doesn't have the stylish jocks (which by the way, I love) and no sweepers and no station imaging - and weird ads, even weirder sudden dead air gaps... so its old school radio, in many ways...but then again, it was totally serving my purpose: introduce and educate me about International artists! For eg: the habit of the jocks to mention which song you just heard and which song you will be hearing was excellent!

At the other end of the spectrum, as a jock, what I find extremely exciting about AIR is that fact the jocks can play the music the music they want to play! So it is in all manners - YOUR show. Your music, your talk, your time - and therefore you connect more with YOUR listeners.

The fact that everyday of the week has a new voice is also a very interesting idea that should be explored by stations slowly.. I know,consistency is what (we feel) keeps the listener happy. But then again, I have six-seven different personalities' flavor to enjoy over the week. Their tastes in music will be different and so will their style and content.

There must be reason why inspite of so many FM stations in the city AIR still ranks at No.3/4 in many weeks. I am not saying 'Breakfree' does it for them, but Breakfree is an example, a good show (in a very convoluted way :) and we can may be learn a thing or two here. (to begin with, how about letting your listener know what they are listening to :)

He's BACK!

Hrishi K! That's who's back!
I know he never went anywhere and was on-air on weekends on Radio One 94.3 (I think a national show) But it's not the same. It's not the same as a breakfast show EVERYDAY on Mumbai air-waves. Which is why I am excited.

Someone asked me the other day who is he? And there would be many who don't remember him from his AIR days. So in short - I said, he is the only one who can give Malishka solid competition :)
Besides that he was with WIN 94.6 at one point. He is also the leading VO man in the TV industry and otherwise. But he IS Radio. Which is why the question in my mind had been - where is he and how long before he decides to get back to regular radio?! And now the day has come.

If we look at it from the industry's point of view, I think its one positive sign after loads of disappointments in the recent months. Nothing challenging or new could be heard. Good talent was (and still is) leaving the industry in hordes. (reminds me of Atlas Shrugged) - waiting for the ever-delayed Phase III.

For Radio One, of course this is the best news! and hopefully they will deal with this, as it should be dealt with. They have been experimenting too much for the audience to get a chance to bond with them. For most of the listeners Radio One is still the station that had Jaggu & Tarana on it! And J&T are history now.. Radio One needs a new identity, which they tried to do with Music (didnt work) - and new breakfast show jock, whom they over-exposed with ads splashed all across Mid-Day (didnt work) - Cash Prizes (didnt work) and finally Prince on breakfast (who will I guess do anything and everything for 94.3)

So this time round, they have sneaked in Hrishi K. No band-baaja.. but lots of gaana bajaana, which is why, you can hardly hear Hrishi if you tune in! (disappointing) And talking of music on Radio One...well, that's a story unto itself. Some other day. Let's just say a good Music Manager is all that Radio One needs. All that they have required for the longest time, but are ignoring and paying heavily for the same.

All in all, as a radio lover, I am thoroughly excited about Hrishi K doing breakfast, on any station... as long as real radio people are trickling back in. Welcome back!

Mera Music Rusi?

Russion Music on Mumbai airwaves?
(and with the information I have, its on at Delhi, Bangalore and Kolkata too)

Actually, I am too shocked to say anything about it, but I just had to comment on it since its ON-Air. Fever 104 post 12 midnight sneaks in some Russian Music like some Rusi Spy into Mumbai. There is a jock who is trying her best to sound interested in the "information" she gives us about Russia.

It's obviously some kind of a deal they have cracked with the Russian Tourism Department, and we really dont mind knowing more about this country. But, Russian Music?! And that too at 12 in the night?!

Fine, so as a listener, I have obviously tuned off. But as a radio professional this does make an interesting case study. Someone pays me money, and I do as they please. I do manage to keep some terms (like doing what they please only at a time I want) but besides that, its about the money... isn't it?

In fact, if I look at the situation from the client's point of view, I don't know how they would benefit if people heard random music at 12 in the night! And would you believe this is not a one week or two week activity? It's long and definately boring, not to mention arbid.

So what does it do for the radio station? For the Client? and most importantly for the Listener? Hmm... will study this further and get back to you on this one.

Until then,
пока пока (bye bye in Russian)

New Music is BACK!

Suddenly my dad has started complaining that he does not get to hear the music of 3 Idiots on FM. "It has such great tracks! Jab dekho koi purana gaana sunaate rehte hain!"

Well, I had to explain it to him technically. And there is a history to it too.
When RadioCity* started playing music from the 90s around 9-10 months back, everyone was laughing at them. The music sounded out of place and the station started sounding dated. But then suddenly, RadioCity started picking up numbers (in the RAM* Reports)

The 'strategy' City had, was not to turn into a Retro station, but play music that is melodious and creates a soothing and relaxed environment. They had conducted research and figured out that people listened to music mainly because they wanted to relax. (So their reaction to the same was to get rid of 'Dhinchak' music) I assume.

Red* and Mirchi* were not bothered. They were still holding strong positions but City's upward travel was too fast to go unnoticed for too long. MANY made the mistake of attributing the success in numbers to the late night show hosted by Manish Valecha as THE reason of City gaining numbers. It was an adult show and to top it -it played ONLY English Retro. Suddenly, (supposedly) according to RAM, everyone was listening to City at nights. Listenership also looked good in the afternoons when their mix of music had more of 90s and other mellow numbers.

Now, the station looking down in the dumps at that point was Fever 104. They were still giving Format Radio to Mumbai. Same product 24x7. The one thing that was their advantage was 40 Mins of Non-Stop Music route (brought to you by Virgin) - which gave them the advantage of playing maximum music in one hour and also maximum music without an ad-break. Great product. Not working.

They had a close look at their competition. And like an intelligent opponent.. imbibed what was good in their competition and only did it better. They had dropped English music long time back. Now came a point when they started playing music of the 90s AND Retro as well. The placement, repetition etc can be explored in some other post, cause that is another chapter to study altogether.

Now Fever started looking upward. Specially after the line-up changed and emphasis was given to the Afternoon and Night shows. (again, something important to learn and study) People sampled the new (but previously famous) jocks and ofcourse, the music, that was more (as compared to other stations) and the right mix. It provided variety and (according to some) - a surprise element for listeners.

The only question on EVERY one's mind was, what the f&$# is Fever upto? How is the TSL so high? How is it suddenly Number 3-2-huh!!almost 1!? Now competition started keeping an eye out or lets just assume glued their ears to Fever. And what did they discover? AH! Old music?! Why not? We can do it too. And yes, we will do it MORE if not better than them! And yes, also, people were slowly realizing that Music indeed is the king.

So eventually, Mirchi worked out 'Dheemi Local' - where they would play music from the 90s for straight 4-5 hours in the afternoon and bring in a Retro show with a bang! You all know it - Purani Jeans- the number 1 show in Mumbai as of today. Incidentally, Mirchi is No.1 (RAM stats) in Mumbai now. (with Afternoon and Night shows doing very well and better than the rest of the day-parts)

There was a time in between (specially when no new movie, and so, no new music was getting released) when even Red tried their hands at 90s. One per hour. Big* did some experiments too. And Radio One has NOW launched something whereby every alternate song or so is a Retro number!

A lot of time has passed since RadioCity made a change in their music and since then, they have rolled in and out of the top 5 in Mumbai. But, every station has experimented with their music and programming since then. So you hear songs ranging from 10-40 years old music more than you would get to hear a latest song. One should not forget that this is also a result of a complete lull in the music scene for quite a long time and listeners needed to be provided with SOME music. On an average, most stations have decreased the number of new songs played every hour / in a day. There are smart programmers like Mirchi and Big who have a good mix and somehow manage to escape the loop. But then others are being caught sleeping over their database!

Because of older songs being heard more often, the recent songs (5-10 years old) are also sounding older than they used to. Databases are not being refreshed. (specially the libraries) However, NOW - new and fresh music is being churned out of Bollywood at a better pace and better quality. No one knows how long this happy season will last, but while its here, the listeners are not being allowed to enjoy it as much as they want to!

Ajab, 3 Idiots, Chance Pe Dance, Ishqiya, Veer, are flooding the market and sitting their like sweets at a shop, getting wasted, since the shopkeeper is not displaying it to the shopper enough!

"Behti Hawa sa tha woh" from 3 Idiots has not got any rotation in radio stations! Can you believe it?! People are dying to listen to it people!!

Anyway, so to address my dad's grievance, I would like to state that as long as RAM doesnt show that X radiostation is doing well because they are playing NEW songs at some arbid time. And more importantly, unless some OTHER station does not try it out and become successful as well, there is a dim chance that music policies would change in the coming days.

Bhaiyya, sab hai RAM bharose!

*
Red = Red fm 93.5
Big = Big fm 92.7
City = RadioCity 91.1
One = Radio One 94.3
Mirchi = Radio Mirchi 98.3
Fever = Fever 104 fm
RAM = Radio Audience Measurement