Lifestyle - India;Where radio rules the roost

BERHAMPUR: Even during the reign of the television, people in south Orissa still remain hooked to the radio with a pride.

Usually it is said that the return of radio boom in the cities was due to the private radio stations. But in south Orissa All India Radio (AIR) has done the trick by transforming its approach to production. In the bazaars of Berhampur people can be seen walking with transistor radios stuck to their ears and the sound of AIR can be heard, along with a cacophony of songs blared by large audio systems.

The brisk sale of radios of all varieties and sizes shows the radio’s pre-eminent position among modern listeners, said M. Patnaik an avid listener . Santanu Rath, who heads the Bhawanipatna AIR station in Kalahandi district attributes the return of the radio to the change in program format. “AIR cannot change to the total commercial mode like the private stations. Yet we have changed our programs to suit the changing trends of societal needs,” said Mr Rath.

According to Mr Rath the trend now was to make more interactive and participatory programs to keep the interest of listeners hooked in.

The technological advancements that enable phone-in and phone-out during live programs have also played a major role in making radio a part of life in south Orissa.

Mr Rath reiterated that this reign of the AIR and radio would continue in south Orissa despite the entry of private FM stations, which would only cater to few urban pockets.