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Know your listener well

It isn?t everyday that the city is hit by three radio stations in one month creating exciting airwaves.

india Updated: May 27, 2003 14:22 IST

It isn’t everyday that the city is hit by three radio stations in one month creating exciting airwaves. In a city that is suddenly punched with squall, every car and personal stereo is hit with station surfing mania that was only associated with television channels for years.

An obvious and sudden surge to hunt for zany and wacky Radio Jockeys is what is the need of the hour. “We at NRAI are offering a complete package with our 15-day workshop for making thorough professionals for the radio industry with an emphasis on radio jockeying, script writing, mixing and production,” says Nalin Ranjan Singh, Director NRAI.

It is not about how agile you are. It has to do with how convincing you sound when you communicate those little pieces of information about what is in vogue. Through all the glitz and glamour, what makes a radio jockey alluring is a question millions seek answers to, as the rush toward the radio industry is increasing by the day.

“It is important to ride the wave to stay on in the profession. It is about being in the right place at the right time and once you have a listener base, it is important to encash on your branding and name before you fade out. It isn’t a profession where you climb a ladder and there is no stage where you can boast of having arrived. You ride the wave each day with articulation, style and an impersonal attitude,” says Shamshir Luthra, who is at present with Radio City.

It is the only career that lasts till you do. At the age of around 80 years, we still have Ameen Sayani speaking to thousands of listeners. You have to master your own style of talking to the people. It’s about being creative in your own sweet way and make a copy that every second person on the road will want to listen to.

“The success formula is a sum of a number of things but a simple one. It is important to speak the language of the people. Be a personality RJ with your own attitude, aiming at the people you are talking to which is always a mixture of classes and masses. The mantra is: do a great job, get sponsors for your show and keep personal branding in mind,” adds Shamshir Luthra
Know your script and the content too, flaunt your own attitude, do not simply ape someone you have grown up listening to, try not to sell yourself too hard and too soon, and finally aim at the classes as well as the masses.

Some experts in the business will advise you to go through a formal training in a set-up that will teach you the nuances of the business and some of the secret mantras that will save you from becoming a fool on air.So what are you waiting for.