While industry experts debate over the importance of RJs and novelty in content, Raj Deepak Das, ECD, BBDO says that it is purely music that drives listener engagement on radio.
Das believes that listeners tune in to radio to listen to music and RJs and show formats can only help enhance that experience. His favourite is RJ Neelesh Misra, who hosts the show ‘Yaadon Ka Idiotbox’ on Big FM.
According to Das, Misra has a unique quality of narrating his stories in a manner that helps listeners visualise them.
A journalist, photographer, author, editor, lyricist and scriptwriter by profession, Misra has seen the industry in its various shades. He entered the profession of story-telling with ‘Yaadon Ka Idiotbox’ in 2011. Misra takes his fans on a trip to ‘Yaad Sheher’ with a new story in every episode of the show.
In conversation with exchange4media, Das speaks about his favourite RJ and what makes him click. Excerpts:
Who is your favourite RJ?
My favorite RJ is Neelesh Misra. He hosts the show ‘Yaadon Ka Idiotbox’ on Big FM.
What do you like about him?
He has a very interesting way of narrating stories – in a manner that audiences can picture them. He gives minute details about the story, such as emotions, characters, nuances that help listeners not only connect but visualise the entire scene.
When do you listen to radio the most?
I listen to radio usually while driving to office and coming back from work.
Do you think RJs these days have managed to create a connect with their listeners?
I think RJs now have a better connect with their listeners. I grew up in a time when television was coming up, so I never understood the value of radio. With Doordarshan around, I did not understand the power of radio. Radio came back in the late 90s. During that time, people started liking radio and now there is appointment listening.
How does RJ – listener rapport benefit the channel?
RJ listener rapport does benefit the radio station, but only to a certain extent. I feel it is music that drives the popularity of a radio station. A listener will not listen to the RJ all the time. The RJ is important, but it is good music that will create traction for the channel.
The show format is more important than popularity of the RJ because it is the format that will determine the kind of music that will be aired and how much portion of the show will be music. RJs do a good job, but at the end of the day you will listen to what you want to. It also differs from person to person. If the listener is driving he will listen to music, but if you are sitting in the backseat you will want to listen to the RJ.