Due to increase in penetration of internet, FM radio players are coming out with their online radio stations in order to offer various kinds of music and other content to the audience. This is not only contributing to growth of radio players, but also helped in breaking the no face image of RJs in India.
To understand the impact of digitalisation on RJs and radio industry, IndiaMediaBook gets in the conversation with Red FM’s RJ Raunac, the owner of a tune ‘Hat Jaa… Arre Raunac Aaya’ that is very familiar to the people across the capital city. He hosts morning show titled Morning No. 1 and also known for the voice of very famous prank based series Bauaa.
How Radio industry changed over the years? What is the current position of Radio Industry in India and what major changes are require in growth of this industry?
Radio industry has seen a tremendous change over the years. Not only in terms of reach but also in terms of content. The maturity level and the ability of involving listeners have been brilliant.
Today Radio is one of the most important medium of infotainment. I actually know people who rely on morning shows for their daily dose of information rather than newspaper. You can see Governments and leaders such as Narendra Modi doing Mann ki Baat and Arvind Kejriwal using radio ads for their campaigns. This signifies the importance radio holds in current world.
What are the major challenges an RJ face while hosting any show? How much liberty should be given to an RJ while designing a show? What is the role of an RJ in content and format of the show?
Radio is being a very passive medium; people tend to not pay much required attention while listening to it. This is the only challenge an RJ faces that how to keep your listeners involved.
As for the liberty part, as much liberty you can give to an RJ you should. There should be an absolute freedom of expression. As a grown up responsible citizen and radio professionals we know where the line stops, so there should be no question on the misuse of freedom of expression.
Although the content and format of the show is supposed to be the duty of creative back end people and producers, an RJ is equally responsible for the content going on his/her show.
How 2015 is been for you? Please share your experience.
2015 has been good. I have grown as an individual and as a professional. I hope it continues in years to come.
Digitization has changed the traditional No Face image of RJ in India. What is your point of view and how digitization has changed your life?
Digitization has been good for radio industry. It has completely changed the norms of RJ as Faceless Celebrity, because of this people now recognise you in the streets and it feels good.
What is the role of social media in your career?
Social media has turned off the common belief that Radio is a local media. Because of social media my content reaches far off. I get calls from Bangalore and Hyderabad people who have never visited Delhi but listen and follow Bauaa on Facebook and twitter.
Jock talk is one the most tried and trusted marketing option. But since it is sponsored,somewhere the objectivity of the content is lost. How do you balance your content in such situations?
As far as I know jock talk is only sponsored when it’s a client mention. On top of it we never compromise the quality of content that we put on air. There are fixed rules and procedures that how many maximum sponsored RJ mentions can go on air.
How do you maintain the objectivity of content with the increase in commercial pressure?
As I mentioned the commercial aspect of radio is restricted. Unless there’s a huge roadblock by the client we never compromise on the quality of content. As a programming professional, it’s always the content first.
What things you keep in mind while choosing any campaign? How you take forward any campaign in your own way? Please share the best campaign experience of 2015.
While choosing a campaign we keep in mind the objective. What are we trying to achieve with the campaign. How much will it be beneficial for the station and also the cause that we are taking?
One such example is when we took on the case of Ice Hockey team of India who were short of funds to participate in World Cup. When it got on air, Indian Cricket team’s star opener Gautam Gambhir himself came forward to help the Ice hockey team.
Many RJs are appearing on reality TV shows. Do you have such plans in near future?
If the content of reality TV shows is good, I won’t mind appearing in one.
What tips would you like to give to the youth wish to become an RJ?
The only tip I can give is listen to radio. The more you listen to radio, the more basics you will understand.
What are your future plans?
I don’t plan things in advance. I take things as they come. The only objective is to keep getting better at whatever I am doing.
