[Reader-list] FM:It is an attitude, a cult statement!

[IRFAN]

Radio has revolutionized the realm of entertainment in
India. It wasn�t till 1977 that audiences could expect
clarity, quality and entertainment from radio. Radio
was perceived as the fallback option for entertainment
and information and was primarily patronized for the
regular news broadcasts. 

The introduction of Frequency Modulation or FM not
only changed the styles and perceptions but also
resulted in radio being considered as a chosen source
of entertainment. This has not only given an
opportunity for talent to be showcased but also
invited an influx of investors thereby further
enhancing it�s influence. 

Chennai was the premier city to have FM radio back in
1977 followed by Mumbai, Delhi, Bangalore and Panaji.
But it was in 1993 that radio in the form of FM was
revived from near oblivion by All India Radio. It was
then that initiatives were taken not just to programme
shows to cater to the needs of the audience but also
create an excitement among the listeners for radio.
With the two-way planning of generating interest and
offering quality entertainment with the latest in
music and information, Radio soon became a household
commodity. 

FM radio today is not just about music; it is an
attitude, a cult statement - packaged with plenteous
doses of fun. The fun does not however restrict itself
to only the latest in music. FM today comes packaged
with an interesting range of games, contests and
promotions coupled with enticing prizes, not to forget
the regular updates of current and useful information.
Radio which was perceived to have a stereotypical
style of presentation and a predictable range in
music, today offers a range of music styles to choose
from; be it Indian film music, pop, ghazals or western
music. Air India Radio which took the lead in
launching FM radio had adopted a bombastic campaign to
launch it and within no time, FM has not only been
accepted as a chosen medium of entertainment but has
invited private channels offering the listeners a
variety of music to choose form different channels. FM
has changed the conventional image and style of
broadcasting. It is interactive and friendly, enticing
listeners to participate actively.

Another indispensable aspect of FM programming are the
presenters or Radio Jockeys as they are popularly
called. The energy and exuberance the RJs add to the
music with their friendly chatter further intensifies
and strengthens the link between the listeners and
radio stations and has contributed significantly to
the success and acceptance of radio. The presentation
style coupled with the latest in music and information
and the contests and prizes has everyone from the
morning office-goer to the housewife to the bus and
truck driver all hooked onto radio. FM cuts through
all cultural and economic divides and offers wholistic
entertainment for all.

Having caught every listeners pulse, the crystal clear
acoustics, the games, the contests, the music all put
together have all made Radio a winner! 




		
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