Vote for radio

Tuning In

Do the elections present an opportunity for radio? The simple answer is: yes. The correct answer is: can there be a better opportunity for radio than the Indian elections?

Of course, private FM operators must work within the guidelines laid down for them in relation to content, so there cannot be any reporting on the elections or debates that deal with political parties, the elections or their results. Currently, private FM broadcasters are not allowed to air anything that falls in the category of 'current affairs' or 'news.' So, don't be surprised when you switch on your favourite FM station and find that they are not exactly reporting on the elections.

The corridor within which radio must perform is limited: giving a spin to historical facts regarding elections; try and capture the bits of information that go into making the Indian elections such an engaging event; fashion content around interesting election-related topics and so on.

By and large, Indians are serious about politics "� it takes up more space in our newspapers than does sport, Bollywood and both put together. It is another matter that many don't want to cast their vote.

But yes, they all want to catch the action, understand events and promptly rubbish every single thing related to politics or politicians. Radio in this context can then perhaps amuse and engage these people, even as it readies the others for elections.

Even within these stringent limits, what radio can do is astonishing. Given its current character as a 'companion' and a friend, radio can be used to educate people about the election process.

Am I eligible to vote? How do I find out if my name is on the electoral list? If it isn't, how do I get my name on it? Why is it important that I vote? What is a voter ID card? How can it help me? Can I vote for more than one person? Can I vote for no one? What happens if I don't vote? Can I stand for elections?

There is a good reason for iterating all these questions: reading all of them emphasises the fact that democracy rests on a very basic and simple philosophy: people's participation.

Radio addresses them in an equally simple way, urging them to understand the nature of their contribution to a democratic process; radio compels them to pay attention by using the persuasive voice of local celebrities rather than distant national ones; radio drills the simplicity of the process into them by the sheer power of repetition.

The best part is that during the elections, any station that undertakes the task of educating its listeners about the elections will immediately find an adult audience. This audience is very relevant to advertisers.

For an entire generation that may not have realised the potential of radio, it may be worth recounting the effect to which the medium has been used in the past by statesmen and politicians like Jawaharlal Nehru and Winston Churchill. A reporter himself, Churchill hated the BBC.

But once he became prime minister of England in 1940, he used radio to great advantage. Who can forget his radio speeches that strengthened England's determination to win the Second World War?

"We shall not flag nor fail. We shall go on to the end. . . . We shall fight on the beaches . . . we shall fight in the fields and in the streets . . . we shall never surrender."

Jawaharlal Nehru gave his destiny-conscious speech on August 15, 1947: "Long years ago we made a tryst with destiny, and now the time comes when we shall redeem our pledge, not wholly or in full measure, but very substantially. At the stroke of the midnight hour, when the world sleeps, India will awake to life and freedom" Using radio, Nehru increased the reach and power of his thoughts manifold.

Once the radio policy changes, politicians will rediscover the power and value of radio "� unlike television or the press, what you are visually doesn't really matter. What you have to say does. And radio focuses on just that.

(Arun Katiyar is station director of Radio City, 91 FM, Bangalore. His email ID is arunk@myradiocity.com)