FM Radio was introduced in India more than a decade ago. It gave way to a new diva, the television, but now it is back again in a new and more saucy avatar that has young India grooving to its beat. Actually entire India has been captivated by this revamped version of FM radio. Frequency modulation is the reason for the transformation in radio. Gone are the solemn announcements and mournful songs and lackluster announcements.
Instead, there is a new energy and dynamism with radio jockeys fresh from or still in college parlaying news and gossip with the chutzpah, irreverence and whacky humor that only the young can muster. After the first one made an entry there has been a veritable deluge of FM Radio stations. One of the earliest and most popular in Chennai was Radio Mirchi with the vivacious Suchitra who became a big hit with the listeners with her daily take on current affairs in her melodious voice. The followers include Big FM, Sun FM, Aha, etc.
FM Radio’s radio jockeys reflect the times we live in. This is the age of speed, style and technology and they understand it only too well. These articulate youngsters are mainly responsible for transforming the staid image of radio into something trendy and glamorous. The talent on display is often overwhelming. What makes FM radio lively and interesting is that listeners get a chance to interact with the radio announcers?
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There are also various programs like quizzes, games with prizes thrown in, problem-solving tips, beauty tips, counseling, etc. The novelty of being publicly heard is another big draw. FM channels keep coming up with innovative programs to hold the interest of their audience and stay ahead of their competitors in grabbing ears.
They also provide information on matters like college admissions, public awareness campaigns and conduct talent hunts and talk shows with celebrities. The growth of FM radio has also thrown up new career opportunities in sound engineering apart from radio jockeying. FM radio is where corporate entrepreneurship, creativity and fun come together in an explosive mix.