Radio One, a joint venture between Next Mediaworks Ltd and BBC Worldwide, has roped in Anita Pawaskar as Programming Head, Mumbai. Born and brought up in the UK, Pawaskar has over 15 years’ experience in the radio sector. She will be reporting to National Programming Head Anil Machado. In Mumbai, she will be working with Station Director Kiran D Cruz.
On her new role, Pawaskar said, “There is a lot of competition in the radio industry. With Phase III licensing almost here, more radio stations will come up, which means the ad revenue will be divided between a larger number of stations. Most stations these days play the same music with more or less the same content. The challenge is to survive the changes and break away from the clutter. I am looking forward to making that difference.”
Commenting on Pawaskar’s appointment, Anil Machado said, “If I could list the foremost reason for choosing Anita, it would be her passion for radio. There are many people who are passionate about working in the media, but very few who are as passionate about radio. I have known Anita since 1998 when we worked together in AIR. She has tremendous experience in the field of radio and a brilliant growth rate. She is the best in training, RJ-ing, and we are looking forward to a great innings that will take our radio station in Mumbai to an entirely different level.”
Prior to Radio One, Pawaskar was with Radio Mirchi, Mumbai for a little over nine years, where she started out as an RJ. She has donned several hats – RJ, Producer, training, business development and private treaties, creating programming systems, and was also responsible for international artist management. As an RJ, she hosted ‘Mumbai Demand’ and ‘Dil Chahta Hai’. But she was best known for her show ‘Angrezi Top 20’, where she conducted interviews with some of the most famous names in music such as Joe Satriani, Sting, Alanis Morissette, Shaggy, Enrique Iglesias, and Jay Sean. Before Radio Mirchi, she had served as Head - Edit Content for TMG’s ‘Zindagi Online’, Content Head for Damden Infotech’s portal notakid.com, and as Marketing Co-ordinator for APT Interactive.
Pawaskar’s love affair with radio began when she was just five years old and used to hear BBC Radio 1 in the UK, her favourite shows being ‘Top of the Pops’ and ‘Top 100’. She revealed, “My dad bought a tape recorder and I used to make tapes with my own music formats and give them to my friends. Later, I completed my graduation in Electronics and wanted to be an astrophysicist, but by a strange quirk of fate, ended up doing an M.A. in English Literature, with a focus on my two loves – English and music. In college, I started working with AIR, Bangalore then moved to FM Rainbow. Whatever job I have taken up, I always told my bosses that I was a radio jock and would not give that up.” Her mantra is ‘If I’m passionate about something, then I will go out of my way to make it happen’.
In addition to this, Pawaskar has conducted radio workshops and delivered lectures at Manipal University, Christ College, Mount Carmel and many others. She has also brought out short stories, games, and books on computers for children.