Pallavi and Nitin, Radio Jockeys, Radio Mirchi
“You have people who are willing to share a part of their lives with us RJs, who seem to have become an integral part of their life. It is all about connectivity.”
“You have people who are willing to share a part of their lives with us RJs, who seem to have become an integral part of their life. It is all about connectivity.”
Pallavi and Nitin are among the two most popular names on air in Delhi. Both of them are RJs on Radio Mirchi. While ‘Ulta-Pulta’ Nitin continues to enthral Delhiites in the morning hours with ‘Hello Delhi’, Pallavi is the most awaited voice in the evening. She drives a four-hour 'reverse-drive' show, interacting with Delhiites on events over the past 24 hours. An MRUC-AC Nielson study has found that Radio Mirchi enjoys a 32 lakh listenership in Delhi, making it the numero uno radio channel in Delhi. In a candid interview with Ashish Singh of exchangemedia, at the Radio Mirchi office in New Delhi, Pallavi and Nitin share their experiences of being RJs, and the future of Radio in India. Excerpts: Q. Kindly share your journey to the Radio world?
Pallavi : Then I was in Class VIII. I remember the time when I used to grab hold of a piece of paper or, for that matter, any printed copy and read it loudly in front of the mirror. Somewhere, I realised that there was an alter ego of mine in the form of a radio jockey, which was bubbling to explode. But I kept this secret with me for at least 10 years. I continued as a freelancer as at that particular point of time, being a RJ was not a lucrative career option. Finally, Radio Mirchi happened and rest is history.
Nitin : To me, music is passion. Music is life. I remember, when I was four, my parents figured out that I was born to be an actor. I was ‘okay’ in studies and got enrolled in Kirori Mal College, Delhi University, after passing out from St Columba’s. In my college days, I was very active with Sriram Centre of Arts for Theatre. Theatre is the other passion in my life. In college, theatre shaped my life and I can say that it was ‘the’ learning ground for me. I wanted to be an actor and you would be surprised to know that I have always aspired to be a villain like Amrish Puri. To me, the job of a radio jockey is a passion, not mere work. My girlfriend is my mike.
I became a RJ by chance. There was this friend, a girl, who was junior to me at college. Whenever I used to call her, her mother kept pushing me to apply for a radio jockey’s job. Finally, I heeded her ardent request and responded to an advertisement with All India Radio. For two years, I was conducting their ‘Wicked Hour’ show, which was slotted for 1 am to 2 am and linked with the 5 am to 6 am show called ‘Words In Music’. Then there was ‘Just for you’ in the afternoon. After a while I started looking for a job and joined a call centre. Thereafter, I worked with KLM North West, American Express, a media house as an assistant director where I wrote ‘Street Plays’. I started realising that frustration was building up in me. I wanted to do something full-time, fully bindaas. Then it happened by luck that I saw this attitudinal advertisement in the Ascent supplement of The Times of India. To me brand makes a lot of difference. One should always try to join a good brand. It is essential if you want to maintain a certain standard of working. The moment I saw Radio Mirchi’s logo in the ad, I told myself, ‘this is it Nitin’.
Q. What is ‘Ulta-Pulta’ and ‘Hello Delhi’? And, what’s ‘Bumper to Bumper’?
Pallavi: ‘Bumper to Bumper’ is a reverse drive show for the 5-9 pm slot. The four-hour show is Delhi-centric, with ‘mirchi ka haal mirchi de naal’, which is an audio collage of all Delhi happenings over the past 24 hours. The telephone lines are open for listeners to voice their opinions. There is a game show at 7 pm. And of course, loads of music all the way along with the traffic updates, temperature checks, time checks, etc. Basically someone driving back home has lots to look forward to.
Nitin: Just pronounce it, ‘Ulta’ is Nitin and ‘Pulta’ is also Nitin. Simple, doesn’t that sound funny. ‘Hello Delhi’ is a morning drive-time show from 7-11 am, Monday to Saturday. It is an infotainment-based show, where listeners also get a chance to voice their opinions through sections like the daily poll or ‘Mirchi Vote’ as we call it. The idea is to correlate people who are driving to work along with a friend, and that friend at Radio Mirchi shares information about the day’s fare in the Capital, while spinning out their favourite tracks.
Q. How are you competing with other RJs given the similarity of style and delivery?
Pallavi: Our USP is that we don’t faff and talk just for the sake of talking. We do not portray ourselves as just another glib talker. We don’t modulate our voice. We rather have a friend and a listener than dragging up a monotonous communication with the people who admire us and more so our work. Here, at Radio Mirchi, you share a special bond with the listeners. I would like to mention that we speak from our heart, just straight from the heart.
Nitin: Frankly speaking, the more you worry about competition, the more artificial and fake you become. You need to develop your own style and keep making subtle changes in your show, to ad variety and spice on a daily basis.
Q. How important is the role of a RJ?
Pallavi: It is all about connectivity. It is a game show. You have people who are willing to share a part of their lives with us RJs, who seem to have become an integral part of their life. Interestingly, you know, you just have to spark a conversation with one question and that one question kick starts a rocking dialogue. As if every one was waiting for it. Here one thing is important: that you have to be absolutely informal while being a bit careful about not dramatising the live interaction. You have to be very careful when it comes to dealing with human emotions. You can make out that there are millions of people listening and interacting with us.
Nitin: RJ is a very responsible job, where responsibility does not lie in your hands but in your mouth. You don’t know who all are listening to you, so anything that you say can make or break someone’s heart. You need to influence everyone’s mind in a positive way. We try and make a difference because Radio Mirchi is a radio station that makes sense and connects to the city. I am a hardcore Delhiite.
Q. Finally, what do you feel are the challenges in this profession?
Pallavi: Listeners can get bored easily. One has to innovate constantly without being false.
Nitin: The challenge is that people put you on a pedestal by their high expectations. They think that you have the answer to everything, and that is the challenge. You have to be updated with music, current affairs. For me, like I said earlier, you have to be honest to yourself first and then only you can be honest to your listeners. This is not a speciality show. For me it is like two friends, Nitin and Delhi, who are constantly discussing their family chores, day’s fare and other human problems. And I do not have to change and overtly perform as this would be cheating myself and my profession.
Q. What is the mantra for a successful RJ? And how has the response to Radio changed over the years?
Pallavi: Spontaneity is one thing. A good voice and addiction to music are prerequisites for an aspiring RJ. Apart from this, when you are performing live, it becomes a must for the RJ to be able to relate your surroundings with the listeners.
Earlier, it was information at hand which one applied while conducting the programme. Today you have active telephone lines, which constantly connect you with listeners. In a single word, radio has become a highly personalised medium. Earlier, there were presenters on air, now we have friends as jocks on the other side of the radio set. In yesteryear, the listener could never really speak with the jock, today we are just a phone call away.
Nitin: You should have that fire in your belly. In life if you want to do anything you should have that kind of a drive. I should share it with you that it was a hand-in-glove thing and was not easy at Radio Mirchi where I have been for the last two years. We have very expensive and complex software, and training is a must. Today, for this full-time job that I wanted I have to get off the bed by 3 o’clock, leave for office by 4.30 am, in order to be at the station on time. My show ‘Hello Delhi’ starts at 7 am sharp; so you can imagine what sort of hard work, dedication and of course discipline are required to be a terrific RJ.
The change is in professionalism. If you think of it as a part-time job, you will not feel dedicated to it. Also, private players have picked up. We are trying to be that special friend in Delhi’s heart.
Q. How do you find the Delhi audience?
Pallavi: Delhi listeners are extremely intelligent, friendly and definitely haven’t lost their sense of humour. There is huge participation not only during the game shows and contests but they also come forward with their point of view even in serious matters.
Nitin: Very intelligent. If you shove in a mediocre product, then “Vo aapki dry le lenge”. They want intelligent stuff. Like good people, be true and listen to them. Seriously, there is a lot of love. I pray for Delhi to be a crime-free city, one day.
Q. Is a written script of any help?
Pallavi: Well, at times pointers are there to help you. But then, when you enter the programming room and see the mike, it is all you and your avid listeners. Once you start the programme, it cannot be stopped. Once I go on air, I do not know how it happens, it is so spontaneous and absorbing.
Nitin: No, I cannot follow a written script. I depend more on spontaneity.
Q. Do you feel that RJ is a serious profession? Where do you see the future of the radio industry in India?
Pallavi: Depends upon what you want to take it as – be a freelancer or a full-time Radio Jockey. Well, if someone is genuinely interested in the profession he should strive hard. The aspirant has to be outstanding as well as the willing to outperform others, including himself. To many people RJ is glamour talk and fun. No, it is not. You ought to have a passion for this media; it is such a kick. Just think, imagine, that there are nearly 32 million listeners. Mind you, the voice does not have a face. Moreover, you have to make it enjoyable. It has to be interesting to entire Delhi. And hey, Pallavi’s voice is no different.
Well, as far as radio industry in India is concerned, I think the journey has just begun.
Nitin: Of course, it is a serious profession, but here seriousness comes with a lot of fun. As I said before, anything you say can make or break someone’s heart. So you need to influence everyone’s mind in a positive way. The RJ fever has already caught the industry by storm. We have received so many CVs. An RJ is like an actor. Three-four flops do not mean you will not be selected. The onus is on you not to bore people. The listener connect has to be there. You have to be a dreamer and be passionate about music. You should be inquisitive and be well read. As far as the voice factor is concerned, the kashish has to be there. You simply cannot make up things as people are not stupid. You need to have the intelligence to feel the vibes of the people. And for that, practice is a must and that too every day. Most importantly, you have to be true to your heart and be honest. These are the two vital characteristics of an aspiring RJ.
Media in Delhi is very strong. Radio is a big industry. Music companies of movies like ‘Hum Tum’ and ‘Tumsa Nahin Dekha’ chose radio as a platform to launch their albums and connect with their audiences. Movie companies and filmmakers are eyeing to exploit this market in a big manner. The power to connect with people is tremendous. It is a good springboard for movies to market themselves.
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TRAI releases Consultation Paper on reserve price for auction of FM radio channels
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6
The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".
The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.
Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.
As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.
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ShareRadio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam
Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala
Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.
The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’
It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.
The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.
The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.
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PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative
In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic
As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.
Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.
PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’
I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission! @FeverFMOfficial
— Narendra Modi (@narendramodi) September 12, 2019
Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”
Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”
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RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues
To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community
93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.
RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.
RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.
To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.
Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”
Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”
To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.
Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.
The campaign, which began September 4, runs till September 13.
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Dia Mirza supports BIG FM’s green Ganesha initiative
To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza
For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.
The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.
15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.
To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.
Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”
Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”
Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”
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Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019
The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.
In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.
Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.
If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.
In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.
The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.
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FM Tadka goes for makeover with ‘Apni Suno’ campaign
Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change
Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.
The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.
“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.
“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.
Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.
Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”
Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody. FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.
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