A PSA fades out and a mono sounded Waheeda Rehman prancing around the trees

is imagined. Lata Mangeshkar has sung the playback and RD. Burman is the music
composer. Lyrics are penned down by Gulzaar Sahab.

We know this because Radiohead knows this.

The Radio jockey is calm yet loud and clear about her next five minutes. She is
doing a special show for the memoirs of RD Burman. As soon as she begins her
second verse, the huge box above her head with a font reading glows which says
“AIR” lights on. Her colleague will read news in ten minutes.

Nimmi Mishra sits behind the hundred sliders and hundred buttons which lets her
broadcast and tune her voice throughout India. She is a senior head experienced in
this field. She along with Kamal Sharma, Renu Bansal, Mamta Singh, Yunus Khan,
Amarkant Dubey, Rajendra Tripathi, Shehnaz Akhtari used to host a show on Vivdh
Bharati. Launched on October 3, 1957, Vividh Bharti was supposed to be competed
against Radio Ceylon. The show “Chaya Geet” used to air for mere 30 minutes at
1600hrs on the afternoon on Saturdays. It is now re-runed daily at 2200hrs. Nimmi
says its primetime.

We know this because Radiohead knows this.

Vividh Bharti is a national radio aided by the government. It telecasts all kind of
songs and caters different sets of listeners. They say mostly old people. Nimmi
Mishra hesitates and briefs.

“Chaya Geet and other various channels are a rendition of yester years. It’s like
your current favourite, for example, Sheela Ki Jawaani will be playing even when
you’re eighty in the future.”

Like a playlist you can carry in your time machine and still find it in both ends.

She continues, “It’s a specific programme to a specific kind of audience. We also

have for young audience too.” Mrs. Mishra points out the latest technological
developments. “We have a website.” A basic html made on word. “And for the
stereophonic sound we transferred some of our regional programmes to frequency
based content. Like AIR Gold and AIR Rainbow. They play English.”

We know this because Radiohead surfs these.

Despite the anti - commercialized network programming, Vividh Bharati still catches
hold of the top spots in radio audience. “It works out as an exclusive benefit” says
Yunus Khan. He says that the commercialization of music due to privatization of
broadcasting services has made it possible to supply more ads. It works out for us
because we benefit from the listeners.”
 Aside the “small” commercials and PSA’s the radio channel also features news
every 3 hours. The government is very keen on promoting or making people aware
through news telecast from this medium.

Language:

The hosts on some occasions (depending on the nature of programme) are

friendly. The regional language is always a priority. However they are also keen on
maintaining a strict, disciplined voice to the audience. No specific reason. They just
want the information to be given out directly minus the drama. And in time.

Music:

The music played is old-aged, retro, classics of golden era, yester years and the
hits during that time.

Commercials:

Commercials make place for themselves almost thrice in one go. Most of them are
awareness ads.

Interaction:

The interaction with the audience is almost zero. Here the RJ decides what’s to be
played and where to be placed.

The FM network is a post modern-modern distant relative of AM. With their higher
frequencies, higher network, higher stereophonic sound FM looks like a Goliath. So
does our next host.

RJ Mallishka hosts an early morning show at RED FM at 0700hrs. Titled “Morning

Number ONE at Superhits 93.5 Red FM” really keeps you at the toes with the title
name being so long itself. A private channel owned by Suryan communications, Red
FM was renamed on August 14, 2009 from Suryan Fm.

Usually a blabber mouthed Mallishka speaks in a spontaneous flow. And when

asked her,

“Why Radio?”

She says, “No Face.” She continues.

 “FM is what people want. The new age, rock and roll, bollywood, peppy tracks they
can listen or even dance too. Connecting yourself to one single low channel like an
genre specific radio will only create a boundary. FM is random. It should always be.”

After a 7 minute hard break, including the one promoting the channel itself,
“Morning Number One” Resumes. The freshest, Most Popular, In Demand music is
played. Sometimes altogether. Back to back. Interviews, Gossips, News all of them
are done. But never in specific order. Random is the word.

We know this because Radiohead has heard this.

Language:

Hinglish. Mixture of both Hindi and English. This caters to a vast amount of culture
mostly the youth and the professionals. Regional language is promoted just in a
minor touch. The hosts are over friendly and sometimes outright outrageous. There
is no limit to the “fun” factor and no rigid element is showcased.

Commercials:

The commercials being the sponsors of the program collects the moolah. Thus the
higher ratio of ads are played on private stations.

Interactions:

Audience involvement is the biggest difference between the Am and Fm. FM keeps
audience reactions live. It helps them in brand building and promotion.

There seems to be a charm about the simplicity in AM radio presentation. The best
collection of songs which are renowed and been the best through ages are a fail-
proof broadcast. Unadulterated content is the beauty of Vividh Bharati. Accuse of
being stagnant, Vividh Bharti is undoubtedly is a sober version of simpler music.
The whole presentation of being “bubbly”, “youthful” and “fresh” all the time for the
FM stations really makes Vividh Bharti look simpler and balanced.

FM is being a little shriller in terms of their broadcastings. The commercials keep

coming in more than the songs. The whole Hyper Talk wears off in some time.

A listener writes on his blog – “The best thing about the simplicity of Vividh Bharati
is that you can indeed keep the radio as a 'background' companion and proceed
about your chores without distraction. The music is soft, the RJ’s calm and
composed. The melody as well the presentation does not interfere with your work.”

We know this because that listener is the Radiohead.

am:fm
Radio & TV Project
Vivek More
SYBMM
17