An RJ’s voice, the way he talks, the subjects he picks, and the treatment he gives to different subjects are the key factors that click with the listeners, said Anindya Ray, Vice President, Lodestar UM.
Ray’s favourite RJ is Sarthak from Hit FM because he brings passion and fervour on air. He has a very good sense of when to start and when to stop and to connect his music to his subjects.
Sarthak is known for his diverse music and his pet cow Adam. He has a huge fan following and is very active on social networking sites such as Facebook and Orkut.
In a conversation with exchange4media, Ray speaks about his favourite RJ and how the success or failure of a radio station depends a lot on its RJs and their rapport with the listeners.
Who is your favourite RJ?
My favourite RJ is Sarthak. He hosts the show ‘Hit Morning’ on Hit FM.
What do you like about RJ Sarthak?
RJ Sarthak has a view and direction in terms of what he is saying. Hit as a channel produces only unique English content. He manages to create a connect between the content and the listeners. For instance, he uses various hot keys such as ‘standing ovations’ and ‘salutes’ which help listeners relate to the content. Also, RJ Sarthak brings in a lot of passion. He has the power and ability to keep the audience tuned till the end.
When do you listen to radio the most?
My radio consumption is mostly in the car. I usually listen to radio when I am driving to office and sometimes while driving back.
Do you think RJs these days have managed to create a connect with their listeners?
Yes, RJs do create a connect. The kind of topics they choose and then integrate with music, take callers on-air for contests or feedbacks on latest issues are the things that create connect with the listeners. Radio, at the end of the day, is an audio medium. If the audience stays tuned in spite of interruptions, it means the listener have made a good connect with the radio station and moreover the RJ.
How does RJ – listener rapport benefit the channel?
Most of the networks air similar content. In case of Hit, the content is different because they air English songs. Thus, the only the uniqueness that stations can create is through their RJs. The RJs are the ones who deliver the content according to the mood of the audience. Success or failure of a radio station depends a lot on its RJs and their rapport with the listeners.
Where do you place more importance – the format of the show or popularity of the RJ?
I would give equal importance to both. An RJ and a show format are complementary to each other. For instance, RJ Naved of Radio Mirchi hosts a show names Mirchi Murga, wherein they play pranks on people on call. The show saw a good reception and a few other stations blatantly started following the format. However, their RJs could not deliver it as well as Naved. He understands the content and has the talent to deliver it. Hence, according to me, both are equally important.