Features: Magazine | Literary Review | Life | Metro Plus | Open Page | Education Plus | Book Review | Business | SciTech | Friday Review | Young World | Property Plus | Quest | Folio |

And now, radio gaga

The radio is back in the reckoning and listeners are tuning in to catch the latest, says Jaya Smitha Menon

TUNING IN A radio renaissance has hit the city

Radio is coming back into the living rooms. Satellite radio, a subscriber-based radio service that is broadcast directly from satellites, and FM stations have redesigned radio as the entertainment mantra of the times. It has created a new mode for people across the world to listen to the radio.

Expanding market

The radio renaissance in the metros is hitting the city too. World Space, provider of satellite radio with a paid subscription, entered Kerala a year ago and the market is expanding, says Harshad Jain, chief marketing officer of World Space. "People are on the lookout for new avenues of entertainment and the radio is emerging as a successful one," he says. Thanks to the liberal FM broadcasting policy announced by the Government, which permits private stations to operate in all major cities, many heavyweight business houses are setting up FM stations in Kerala. Seventeen FM stations are said to be getting ready to be aired in a year or two in the State.

DC School of Management and Technology has launched Radio DC to give their students hands-on experience in running a radio station. The Muthoot group is setting up a radio station in Chennai while two leading Malayalam dailies are also planning to enter the market. The Mumbaikkars and the Banglorians in the city would like to have Radio Mirchi and Radio City to start broadcasting in Kerala too.

Music is the most sought out entertainment in satellite radio. The never-ending soap operas on `saas bahu' relationships and illegitimate children, the umpteen advertisements on television and the deterioration in the quality of programmes have created an audience that is desperately searching for entertainment. Says Lakshmi, a young housewife. "Radio is my source of entertainment with unlimited music 24 hours of the day."

Your favourite number

"It is a soothing experience," says B. Prakash, an IT professional who subscribes to satellite radio service. He likes to listen to English country songs on UP Country, a channel that airs country music.

"The advantage of radio is that you can do your chores and at the same time listen to your favourite numbers. It evokes happy memories," says Rakhee Mohan, executive, corporate communication at U.S. Technology. Jhankaar is her favourite channel. It airs Bollywood hits all day. "The sound quality is crystal clear and there are very few advertisements," explains Rakhee.

It is a new experience for music lovers, wherein they can choose to tune in to any genre of music according to their mood and taste. For certain niche groups like jazz or Western classical music listeners, there is no other source of quality music other than CDs. "WorldSpace Satellite Radio fulfils this need there with its unique and customised content offering," says Harshad.

Radio is not only rocking households and individuals. Restaurants and beauty parlours are tuning their radio for entertaining their customers. Coffee Beanz, a coffee shop in the city, plays radio music to entertain its customers. "Its great to gossip with friends over a cup of coffee with music and RJs in the background," feels Rakhee.

Apart from music, there are exclusive news channels like BBC Asia and CNN, sports channels and spiritual and wellness channels like Moksha, the Art of Living channels, with lessons on meditation, discourses and a daily serving of shlokas and bhajans.

There are channels and programmes catering to people of all age groups. Asianet has a regional radio channel RM Radio catering to regional listeners.

The revival of radio and the installation of regional radio stations are expected to bring exciting employment opportunities for the youth in Kerala.

Looks like radio is all set for rocking times ahead.

Printer friendly page  
Send this article to Friends by E-Mail