Content is King!

Will private fm radio stations continue to air endless chatter that is devoid of quality content? Is music the only reason people tune into radio? Do the listeners want to hear shows that make value addition to their life? Can we make radio an appointment medium and not just a non intrusive, low involvement medium … just something that plays in the background? Therez a long way to go….

Every time you hear the familiar twang of radio jockeys, trying to deliver breathlessly the best they can in the shortest possible time, trying to sound as funny and cheerful as possible. Or every time you hear that same old bollywood mimickery ad break, or the “wannabe” funny, self proclaimed kings of comedy; you quickly switch to the station that’s playing music.
My point is that if we as radio people push the bar for the kind of content we provide while R.Js talk, then people will not switch off, rather get hooked on to the station. If R.Js talk about social issues which affect you and me, intellectually stimulating and opinion generating issues then will people switch off? I believe however uneducated or unaware a person is, he or she has strong opinions about something, be it power cuts, working mothers or rising prices. I am sure people don’t always want to hear about love problems, bollywood gossip or cricket! At least this way radio stations will land up sounding different from one another… for the kind of stuff they talk about. If they all continue playing the same music, same ads, talking about the same stuff, then god help the CEOs, COOs, stake holders and whoever else directly bears the brunt of competition!