For your space on air
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R. Mahadevan of WorldSpace intends to make Gandharv and Shruti channels the last stop for classical music lovers DEEPA GANESH
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RIGHT BALANCEMahadevan: `To strike the middle line, between sounding too chatty or too serious is tough.' Photo: Murali Kumar K.
After many years, the radio has made a comeback into our lives. In a big way. Unlike the times of the one and only, yours faithfully All India Radio that dominated our lives (right when we woke up till we fell asleep listening to its signature tune), today we have numerous radio stations. WorldSpace (WS), the pioneer of satellite radio, spoils you for choice with 35 different channels to choose from. The channels, catering to niche interests, range from international to Indian to regional music. The most recent ones to enter the long list are Shruti and Gandharv, the 24-hour Carnatic and Hindustani music channels, respectively.
The Program Director of the two channels, the subdued and sensitive R. Mahadevan, who comes with a strong background in journalism, is intensely passionate about classical music. Trained in the veena, he is clued in on every genre of music, apart from the latest developments in the music world. This avid listener of "raga-based fusion music" doesn't believe in the "my kind of music" stand. He feels that for a true connoisseur, compartmentalisation is impossible.
Based on audience research and his own clear understanding of the mindset of listeners, Mahadevan maintains that the two channels present a great opportunity to reach out to not just the lovers of Indian classical genre, but also to peripheral and new listeners. This, he thinks, will inspire and initiate new listeners to explore further. The quietly ambitious man says: "I want Shruti and Gandharv to be seen as the destination for Carnatic and Hindustani genres."
Nebulous listener
But isn't it difficult to conceptualise programmes for such a large audience, spread across the globe? "In a way we don't know our audience. But having genre-based channels helps." In fact, WS cannot even work like a regional channel, because of its far reach. "It is of course a challenge," says Mahadevan, particularly when you have to play 24 hours of one genre of music.
The going was never easy. Generating content was a major hurdle, because they were new players in the market and they did not have an archive to fall back on. Many musicians refused to even talk to the radio, simply because they had not heard of it. For instance, the renowned thumri singer Girija Devi said: "Who are you? Why should I give an interview to some unknown channel and waste my time?" However, eventually, she did give them an hour-long interview. But when they approached Pandit Ravi Shankar, he surprised them by agreeing for the interview with just two telephone calls.
The happy thing is that the hard work has paid off. "A lot of youngsters, particularly in Chennai, are now hooked on to WorldSpace," says Mahadevan. Most of their listeners get information on the programmes from the website.
Presentation
While Shruti and Gandharv present themselves as serious channels with well thought-out programmes, one is not too sure of their anchors. Sometimes they seem too overawed and tread the line far too cautiously, and there are times when they sound too raw. "It is a difficult task," agrees Mahadevan, to strike the middle line between sounding too chatty or too serious. "We cannot even sound too staid and pedantic. `How much digression is OK?' we've asked ourselves several times," observes Mahadevan and adds, "A sense of ease cannot happen in a dramatic manner overnight."
WorldSpace is making all efforts to expand its archives, get more live recordings, host events and make its presence felt as a body for whom music is serious business. In the meanwhile, radio is back as one of the most happening things of our lives.
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