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Photos: K. Ananthan

sPICING UP YOUR DAY Radio Jockeys at work

From passengers on overcrowded buses, young boys whizzing past on two-wheelers to harried working mothers, these stations have managed to cater to every segment.

The judicious mix of songs, limited and sensible chatter (as opposed to the earlier routine of meaningless talk), and just enough ads, explain the popularity these channels enjoy.

Radio Mirchi (It’s hot at 98.3), Radio City (Fun’s the mantra at 91.1) and Hello FM (106.4’s the right number) now serenade you through the day.

The morning and breakfast shows, a nice variety of music, entertaining talk and information, are a great way to kick-start your day. Here you get to listen to the sugary voices of the likes of Viji, Aruna Rani and Bairavi, the adrenalin-charged Balaji and chirpy Bene. And, then comes the afternoon slot, targeted at women. Hello FM, in fact, has a sitcom, Anjali Apartments (2 p.m. to 4 p.m.), which looks at life in an apartment.

And, then, the hip and happening evening slot, which is the most popular with youth.

If it’s called Cummercut on Hello with Anto, it’s Shilmisha Bhalbhaje Shikarika Bilba on Radio City with the delightfully funny Surendra, and Joot on Radio Mirchi with the kalaaikara Anand.

The one thing that has endeared all to these channels is that the content is totally locally driven. From sparklers (a personal favourite is Hello FM’s Konge Muzhangu, where you get to hear snippets about Coimbatore) to traffic information during peak hours (many have called stations to thank them for helping avoid a congested stretch), to tips on safe riding, there’s lots happening to keep people entertained and safe.

All this is, in addition to the fare that is being dished out by Suryan FM (93.5) and Rainbow FM (103). And, the new entrants have seen the existing players smarten up their act.

Take Rainbow FM of All India Radio. J. Kamalanathan, Station Director, says the jockeys have been motivated to come up with programmes that are useful but are in a lighter vein.

“We play music, but intersperse it with useful tips and tit-bits on employment and education,” he adds.

And, mercifully, it is proper Tamizh that the jockeys speak.

How have people taken to this sudden influx of music into their lives? “We are loving it,” says Ramkumar J., an engineering student. And, going by the kind of response the stations are receiving, it looks like they are all here to stay. Jockeys talk of working women sending messages during lunch break, young mothers making requests for health-related programmes and youth responding to issue-based programmes.

And, change is still in the air. Hello FM is all set to introduce four hours of Hindi, Malayalam and English numbers on Sundays! That’s more music for the ears.

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