So I met a radio station again (in Bangalore) – in the hope
to be part of a radio station once more, but it did not work out. Mainly because I
can’t devalue myself and they can’t increase their budgets. However, I always
look at these meetings as ways of interacting with other radio enthusiasts and
share experiences and love for the medium.
A very interesting conversation with a gentleman who has
spent many years in the industry, gave me a new perspective of looking at
things. We were talking about the mediocrity of the talent and content on-air and how both
of us saw a lot of scope for improvement. However, he mentioned that what looks
mediocre to us, is actually working. The only thing that sales and marketing
work with are RAM numbers and they are looking good. These kids on-air are
actually throwing up numbers and that’s all that matters. More so, he
questioned our judgement. May be, just maybe, we are not in touch with the listening
populace’s tastes. I was speechless. Yes, the RAM cannot be trusted a 100% and
all the radio experts have been crying out loud to change the system. However,
what if this is what the people like and we are refusing to believe it?
However, I have seen that in more competitive markets like
Delhi and Mumbai, the content and talent is better. So I can’t buy into that
argument in these cities...not that it’s superlative either.
There are several ways of looking at this then –
- This is mediocre radio and people have just not tasted better.. so they like what they get.
- RAM is bullshit
- Definition of good radio has changed
It could also be the case that good talent is asking for
more money and radio stations don’t want to spend in smaller centres. (totally being narcissistic here) But I was young
once and was not paid so much and was trained well enough to be able to put up
decent shows. (Thanks Vera) So is it that people are just not trained well
enough or not guided with all the attention required?
At one point, we knew radio to be an unforgiving medium. You
say one word wrong, one name of street wrong, pronounce a name wrong and get
brickbats for it; within team and also from listeners. I have faced it as well.
I still cringe when I hear any of these...and they are increasing by the day.
So when I was concluding this conversation (with the gentleman I referred to
earlier) – I only said one thing... yes, may be its not as bad as I listen it
to be.. but basic hygiene cannot be compromised. It’s unfair to the medium. The
medium that has its origins in stations like AIR – the only source of
information, news, learning, music, entertainment and connectivity for a large
population of India. Not a single word uttered on-air could be taken lightly.
The people on-air were sources of learning as well. The language used – whether
English, Hindi or regional was pure, unadulterated and sacred. You just could
not afford to mess up. The spoken word was given a pedestal which was not compromised. Let’s just say if you had an argument over how a particular word
is pronounced, you did not have Google to go to – you just trusted the radio
presenter.
Yes, times have changed. People’s choice of entertainment
fluctuates and radio is definitely not consumed as vociferously as TV and
social media. But that does not mean we don’t take ourselves seriously...or let
down the medium. It has stood the test of time and I am sure it will in the
coming years as well. So why can’t we take it upon ourselves to just aim a
little higher than mediocre / acceptable.
To begin charity at home, I have taken it upon myself to
train students of media in Radio and share my experience with them. May be if
the love and passion is stirred in them, they will be able to bring more to the
table in the years to come.Excuse me for over simplifying things, but I feel that is what drives this medium – love, passion, energy.
