By Sarthak Kaushik
1. Programming differentiation
Sometimes looking around can influence individual creativity, and far too often, the ‘mega’ goings on are mirrored across the airwaves, without a thought for its efficacy in grabbing eardrums of that particular city.
2. Radio as a LOCAL medium
What a listener in Mumbai would identify with is not necessarily what appeals to the listener in Bengaluru. Radio is an intensely local medium, with its geographical bearings – and the understanding thereof – being critical to its connect. And on radio, if the personal touch is missing, the biggest USP of the medium has been squandered. In trying to make a countrywide campaign, sometimes this attention to ‘local’ goes missing.
3. Making the listener a star
Far too often, celebrity endorsement overshadows the fact that radio works on a one to one, on-the-passenger-seat-of-my-car intensity. And when the listener feels a part of the station – the Star – the loyalty lasts for a long time. Attention to making the listener feel special could perhaps do with a little more focus. Everyone wants to be associated with a celebrity, but more importantly, everyone wants to feel like a celebrity, the nudge-wink “I Am on Radio” feeling could also perhaps be encouraged a little more
4. Simplicity still rules
The keep it simple rule still applies very much to radio. Being a medium with only one sense paramount, the message – both about the identity of the station and things attached with it – needs to be stylish, individualistic, and memorable. But, perhaps, the power of simplicity in ticking all these boxes gets dropped by the wayside. A flashy message might make the jaw drop open, but the simple elegance of a warm connect will invariably lead to a smile. And in the end, the smiles are usually more memorable in the long run.
Sarthak Kaushik is Director, Programming, Hit FM