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? :)
