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 :)
Thursday, April 15, 2010
Tuesday, April 13, 2010
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!
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!
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