Can today's Radio bring back the magic of Binaca Geetmala!
However, talking about Radio and not talking about a programme that ruled the industry for decades and would be something that would leave the subject incomplete. By now, it was one of the most popular, successful and longest running programme, which was on air for nearly 45 years, on the radio station. It was the first radio countdown show of Indian film songs.The unforgettable countdown show was hosted by the living legend, also known as the "golden voice" of Indian radio. Ji haan behnon aur bahiyon, we are talking about, Ameen Sayani, and he presented the show during its entire run. A programme which won millions and millions of heart, favorite of all generations, and made radio the popular medium to reach masses during its time making listeners glued to their radio's sets. The popularity charts of the show always used to top the list of all the programmes and the fact that it drew 9000 letters after its first airing and thereafter an astounding 60, 000 letters a week, speaks volume about the show's reach. And, in 2000 the show was awarded the Advertising Club's Golden Abby Award for being adjudged the most outstanding Radio Campaign of the Century, Binaca Geetmala.
Binaca Geetmala was broadcast on Radio Ceylon from 1952-1989, and then on All-India Radio's (AIR) Vividh Bharati network from 1989-1994. In the beginning it only played 7 contemporary songs in no particular order. But as it grew popular it started ranking the Bollywood songs. It estimated listenership was ranging from 900,000 to 2,000,000 listeners. The show was first called Binaca Geetmala, then Cibaca Geetmala and, thereafter, Colgate- Cibaca Geetmala.
The show was simply outstanding with perfect and strong concept, which was never explored before, and with the perfect radio station host ever, Ameen Sayani, whose golden voice stole everybody's soul. He is still idolized, imitated by many, the only constant force associated with Binaca Geetmala around the different names it got collaborated with and still very much active in India Radio. The panache of its presenter and the programme format he developed bought an overwhelming response then, and even now, 50 years down the line, requests for Ameen Sayani's Geetmala continue unabated.
But, the question is, can new generation radio station FMs bring back the magic of Binaca Geetmala and create a charisma again enticing enough to make people switch on their radio sets to hear that magical voice and eager to be a part of the journey it would bring on board? Though the answer seems to be a little in the hindsight, Adgully had a conversation with industry leaders to know their views and takes on the matter.
He says, "Yes, I personally believe it can be done. With Radio evolving as a medium rapidly and time spent listening on Radio increasing formats and shows like Binaca Geetmala will be refreshing and welcome by the audiences. In fact countdowns which are run by a lot of us are extremely popular any which way."
He further adds, "So coming back to the question. Not in the same way, but we have done it in many other ways. The different kinds of innovation and plans are done to create excitement and build excitement on the listeners. Consumers of radios today are very different from the consumers of Binaca Geetmala. For e.g. "Phool Khilen Hain Gulshan Gulshan" on Doordarshan was very successful and biggest show in those early years. But today, the same show on the same format will not do well at all on the television, because consumer's expectations have changed completely. People want different kinds of exciting things on radios and they are not happy with just this request show. While it definitely works on radio, but I think it is not good enough to excite for longer period. Lot more needs to be done."
Then, Anil Machado, National Programming (Head), Radio One said, "At a point when Binaca Geetmala happened there was no other radio station but All India radio (AIR), and this was one show that entirely stood out in all the radio stations, in India as it only had one form of medium to broadcast the show. In this current market scenario wherein every single city even AIR is fighting a battle with all other private stations. And, on an average there are 6-7 players and in large metros there are up to 9 players. It is a little difficult for one show to occupy the entire market."
Anil added, "But, specifically, whether show like Ameen Sayani's ' Binanca Geetmala on radio will come, though it has very big possibility of something doing like that. But, radio is a very passive medium as compared to when Binaca Geetmala was going out in the 70's and 80's. Radio was a very active medium as many people didn't have television, and the entire family would sit together and listen to Binaca geetmala, as how we now watch tele soaps or IPL because we don't have any other form of entertainment. So, radio has moved from the active medium to passive."
Amazing it sounds how a single show on Television or Radio or any mode of entertainment can result in an absolute revolution for that particular medium. People still remember being glued to their Television sets along with family, friends and neighbours to watch - Humlog, Buniyad or Mahabharat. Radio was not different at all and it was shows like Binaca Geetmala that gave it a significant appeal. The show was a hit among masses to an extent that few people would still think and say that creating the same magic again would not be possible anymore. But with so much happening in the world of technology and communication, and with the evolution of their mediums, it would be only unfair to compare the capacity of radio stations of now with what were 20 or 30 years back. Magic can be created but probably the style might differ, the functionalities might change, the preferences would not match and above all the audience might expect things to be packaged in a unique style. Even though Binaca Geetmala remains the benchmark to reach for radio shows, time would be the best judge to answer that if at all radio can come up with shows that would surpass the popularity charts it has set.