Kannada FM: Truth, Damned Truth and Statistics

Vijay forwards us a UTVi video posted on YouTube which lays bare the facts behind Bengaluru's FM stations moving to Kannada, and discloses how Fever 104 FM (which started as a Hindi channel in Bengaluru in open defiance of reason) is trying its level best to make its mark on the Kannada FM channel map even in the presence of fierce competition from the likes of Big FM.


These people have to get out of the stereotype that if it's Kannada, it's downmarket. If I may be so blatant to use the word, but that's what we hear. We want to change that perception in people. Was Hindi considered hip and cool and aspirational about five or six years ago? I don't think so.

- Fever FM

Even advertisers prefer a station with a big presence among the Kannada speaking population. Like it or not, FM stations in Bangalore are likely to tune in more and more into Kannada to raken the numbers and gain the much needed revenue from the advertisers. They are going purely by the numbers thrown up by the radio audio measurement system which gives pure-play Kannada stations a clear edge.

- UTVi reporter
We told you this long ago, didn't we? It's the market which decides, baby!

10 comments:

Anonymous said...

I think this article was written for the sake of it. This news is a couple of months old. We need something more inciteful.

ಪುಟ್ಟ said...

I am happy that Kannada holds the key for FM channels' survival in Bengaluru. But I object to the way, Kannada is being pronounced by these RJ's. They pronpunce as if they have just learnt Kannada. That has to change. I welcome mixing English with Kannada but the prounciation shouldn't change.

ராஜ் (Raj / రాజు్) said...

It feels great to know that FM channels in Bengaluru are moving to Kannada! They should have started with Kannada in the first place! All FM channels in Chennai are in Tamil! While one or two FM channels here have some English programming, only one downmarket FM channel broadcasts a little Hindi music. Hindi programming has always been downmarket here because no one listens to it!

gadhugina veera naaraayaNappa said...

I live in pune, here all the radio channels literally suck. The reason is simple, a set of 30 songs played all the time on all the channels. These radio stations are big source of headache. They won't entertain marathi at all. All the stations plays hindi songs 24Hrs a day.

The point here is, if all the radio stations in bangaluru switch over to kannada, its gonna be again repetetion of songs. As a matter of facts no stations plays sugama sangeetha, bhava geethegaLu, bhakti geethegaLu, janapada sangeetha etc. only thing they know is film songs. as far my knowledge repository of kannada film songs is not huge.

Its better in my opinion that they maintain balanced act from listeners point of view.
I personally pray that dedicated english music station not to switch over to any other language.

Anonymous said...

If most of the channels play similar kind of music, what is the point of having so many channels. People look for variety and if FM channels can't provide then its advantage MP3 player. With all kind of MP3 available in the market with not much effort, people have started getting the collection of their choice rather than depending on the RJs. Just stop at any busy junction and find out how many Car's have FM playing on it...i am sure there won't be many.

lakki said...

we as listerners of FM radio had asked all the hindi fanatic channels to switch to kannada or atleast provide good air time to kannada music.. they did not, but now they know that hard fact that kannada is the main language for marketing/listership here. its welcome that these channels now play kannda with a mix of hindi music.

sandhya said...

adella sari... aadre why r most of the ads in these channels in Hindi?? wht r they trying to achieve by this..n this channel radio one, which plays only hindi songs, has many kannada ads,. but these kannada ads are read by some hindi speakers who dont even know how to spell the names of areas in bangalore. If they want to make ads in kannada, why cant they use local kannadigas to do that?

Anonymous said...

Well Said Sandhya avare, The perception that "if its Kannada, its downmarket" should be eroded completely. Aadare ee vishayadalli navinnu ambegaalu idtidivi. The way media is insulting the locals by casting/showing ads in Hindi means that they dont have awareness and not becuase they want to do this. It requires us to start visiting businesses, small & large, and provide few facts & numbers to them. If doing a market research is on one hand, on the other we have to take time and engage in dialogue with business heads. Beating around the bush wouldn't work. As educated, we have the competency & should come forward and talk to the business heads and collect few openions. Then by default we know how to use them.

lakki said...

sandya and anonymous,
absolutely agree with your thoughts.The problem is simply this. All educated , up market, working in MNC type kannadigas,espacially girls do not speak in kannada in public space/places. Why? god only knows. they even speak in english/hindi with a tele marketing person. This will prove the point of non existence of kannada in bangalore.( for the people who advertise). So, the way to go is to use a lot of kannada whereever you go, in malls, theatres, banks, telecalls,, everywhere.. then everyone around you is bombarded in kannada, e.one will realise that kannada is the language of this land. So all those pseudo people should speak kannada as it very up market... remmeber people have come here becuase we are good..take pride in that!!!

Raj said...

All of you must have noticed this, but Google now offers www.google.in in 10 national languages of India. Earlier it was offered only in English, Hindi, Bengali, Telugu, Marathi and Tamil. Now Gujarati, Kannada, Malayalam and Punjabi have been added to the list.

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