TODAY´S NEWS

HOME Redio Malishka

Radio Interviews

Malishka

Radio Jockey | 28 Sep 2012

Keeping commercial pressure out is difficult, sometimes I agree, but we all know what brings in the revenue and so sales will sell. In such a situation, one defines what he or she stands for, what the brand stands for and executes with as much believability as possible. A lot of time commercial content is decided keeping the RJ’s brand and image in mind, thank God! I just keep it real.

With more than eight years of experience in hand, Malishka has grown with industry. Winner of RAPA and Promax Awards, RJ Malishka ‘bajaos’ with her listeners every morning on Red FM. She recently won the ‘The Sound of India@IRF2012’ and represented the Indian radio fraternity at the International Radio Festival in Zurich.

In an interaction with exchange4media’s Saloni Surti, RJ Malishka speaks about the time she has spent in the industry, increasing commercial pressure, her excitement over going to Zurich and the woes of an RJ.

Q. What motivated you to become an RJ?

As I have been a media student and have done my post-graduation in political science, I knew that I had to do something different from a normal 9-5 job – that was just not me. From my childhood I have been very innovative and creative and would always take part in cultural activities in my school and college. My inclination was towards such creative things and one fine day I just auditioned for a radio station and got selected, and from that day I have never looked back. 93.5 Red FM has helped me discover myself as an RJ.

Q. As an RJ hosting the prime time show, what is the major challenge that you face?

‘Morning No. 1’ is the show through which I have been able to connect with the audience on a daily basis, so no two days are alike. It has to be spontaneous, witty and yet entertaining so that I can keep the listeners hooked from 7 am to 11 am.

Q. You were the only RJ to be selected to represent India at IRF Zurich. How did you display desi radio internationally?

Any part of Indian culture – its music, its legend and folklore, its cinema – makes for awesome content. I depicted everything from myths and legends to politicians.

Q. Please can you share with us your experience in Zurich?

Zurich was a fabulous experience; it cannot be called anything else. In India, radio is still a very young medium, while internationally in some countries it is almost 140 years old and we were the only country to have proper selection process. Thus, the International Radio Festival was a bigger achievement for me and I am proud at two levels. We received a lot of appreciation from all the participants and jurists. We were the jolliest among the lot and were applauded for our energy. It was not a competition as we had expected, but an experience way bigger than that.

Q. How did you exhibit the desi style of India radio at IRF?

At IRF, I realised we Indians have a lot to express to the world. I carried mehendi cones and tika to give a glimpse of Indian culture. I wore a saree while airing the show and made sure everyone danced to our music. I tried to narrate a lot of tales through Bollywood music. The only thing we were worried about was the different technology that they used there and their taste in music, since all their songs are mostly subtle and light. However, once the show started, we were on a roll.

Q. Do you think there is need of new innovative content in the radio space?

Of course there is! The only other thing apart from consistency is change. Innovation is the middle name of radio no matter what its surname is. Change will happen and it is happening. Give it some time. Radio is just a 10-year old baby.

Q. With increasing commercial pressure, as an RJ how do you try to keep your content objective?

Keeping commercial pressure out is difficult, sometimes I agree, but we all know what brings in the revenue and so sales will sell. In such a situation, one defines what he or she stands for, what the brand stands for and executes with as much believability as possible. A lot of time commercial content is decided keeping the RJ’s brand and image in mind, thank God! I just keep it real.

Q. You have been in the industry for more than eight years. How do you think the industry has changed over the years?

If I were an outsider tuning into my radio set from time to time, I would have been able to give a better view. However, I am a part of the industry and to me the change has been gradual, but definite. Everything – from the technology to the jockeys to advertising – has undergone a specific change. Initially, an RJ could do a show alone, now there are a lot more people involved in a show. A few years ago, a star coming to a radio station was a huge thing. Now it is a normal routine, something I might not share with my audience more than once. Listeners are hungry for more and more innovative content and the competition has made it sharper. Seeing radio across the world I can say that the industry has evolved and it will only get better.

Q. What are the five elements that create a good RJ?

Passion for the medium and what it can do, I believe, will translate into making you a force to reckon with. Till you can stay relevant and entertain the public uniquely enough and stay consistent in that space, you are good to rock and roll.

Write A Comment