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.