Paper-10 Module -15 Female RJs in FM: Opportunities and Challenges PERSONAL DETAILS Role Name Affiliation Principal Investigator Prof. Sumita Allahabad University, Parmar Allahabad Paper Coordinator Prof. Sisir Basu Banaras Hindu University, Varanasi Content Writer/Author Ankit Kumar Banaras Hindu University, (CW) Singh Varanasi Content Reviewer Prof. Sisir Basu Banaras Hindu University, (CR) Varanasi Language Editor (LE) Prof. Sumita Allahabad University, Parmar Allahabad Description of Module Items Description of Module Subject Name Women’s Studies Paper Name Women, Media & Films Module Name/ Title Female Radio Jockeys in FM: Opportunities and Challenges Module ID Paper-10 Module -15 Pre-requisites The reader is expected to have the knowledge of different kinds of radio broadcasting and awareness about FM channels. Objectives To give readers an insight into the growth of FM radio, to help understand the reasons behind the growing popularity of female RJs, to acquaint about the challenges female RJs face. Keywords FM, Female RJs, Interference, Outdoor Broadcasting, Radio, Popular Culture Principal Investigator Prof. Sumita Parmar Allahabad University, Allahabad 1 Paper Coordinator Content Women, Writer Media and Films Women’s Studies Female RJs in FM: Opportunities and Challenges Content Reviewer 1. Objectives After going through this module, you would be able to; trace the development of FM and its growth in India; describe the qualities that a female RJ needs to make a mark in the industry; state the reasons behind growing popularity of female RJs in the country; describe in detail the challenges female RJs face; and explain future prospects for both FM and female RJs. 2. Introduction In the previous module, we learned about how media covers working women. In this chapter, we will look into some of the issues concerning female RJs besides taking a sneak peek into their work and requirements of the job. In the next module, we will learn about new media and issues of empowerment with a special focus on the status of women. Overview For years, Radio ruled the psyche of people like no other medium in India. What made the medium such a hit was that it had something for everyone. If the elderly lot tuned the radio set to listen to news and views from the world of politics, youngsters would remain glued to it listening to film songs. Live running commentary of cricket matches would enthral sports enthusiasts, while chaupal programmes kept farmers hooked. There were special programmes for kids and women too ensuring every family member of a house shared a bond with this wireless device. The arrival of satellite television and later internet, then, resulted in the decreasing popularity of radio. With a plethora of TV channels making their way to people’s homes, radio lost its listeners. However, the fate of radio received a fillip again with the introduction of FM (Frequency Modulation) broadcasting. Within years of entering the 2 Women, Media and Films Women’s Studies Female RJs in FM: Opportunities and Challenges market, private FM players like Radio Mirchi, Big FM, Radio City, etc; developed a following among the listeners, especially youngsters. FM, thus, in more ways than one, has given a new lease of life to radio broadcasting. With its light content comprising film songs and personal talks about issues concerning the daily lives of listeners, people have found it easy to connect with the medium. Much of a FM channel’s popularity depends on a show host, known as a radio jockey (RJ). In today’s time, radio jockeys enjoy almost a star-kind of status in society. It’s interesting that a large number of RJs happen to be female, thus making FM broadcasting one of the very few fields where males find themselves at the periphery. The opportunities for an aspiring female RJ are in abundance in the FM channels. However, with opportunities also come challenges. The tight schedule of work makes it tough for a female to maintain a proper balance between her personal and professional lives. Also, she has to be extra careful about her security considering the odd hours of her job. Despite these challenges, women are making a mark in this field and it is something to cheer about. 3. The dawn of FM era 3.1 Historical development The credit for inventing FM radio goes to American scientist Edwin Armstrong. Radio, in its early days, used to be transmitted through AM (Amplitude Modulation) only. Though AM signals travelled far, they were prone to getting affected by static and environmental interference. Armstrong worked for years trying to develop a technology that would not get affected by environmental interference. His efforts finally bore fruit in the year 1933 when he invented FM radio and got it patented. In 1934, he conducted the first field test of his 3 Women, Media and Films Women’s Studies Female RJs in FM: Opportunities and Challenges invention when he used both AM and FM to air an organ recital from the top of the Empire States Building. The AM broadcast was of poor quality, while FM transmission was quite clear. The listeners could easily make out the difference between the two. Following this successful experiment, Armstrong managed to convincethe FCC (Federal Communication Commission) to create a FM transmission spectrum between 42 and 50 MHZ. He started an experimental station at the height of 410 feet at Alpine in New Jersey. He also set up a high power radio station called the Yankee Network in New England. Edwin Armstrong: The man who invented FM. (Photo source: scienceworld.wolfram.com) The growing popularity of Armstrong’s stations worried the USA’s radio moghul David ‘The General’ Sarnoff. Realizing the potential threat emanating from Armstong’s invention for his business, he used his power to influence FCC to move the FM spectrum from 42-50 MHz to 88-108 MHz – the frequency we use today. This move proved a death knell for Armstrong’s Yankee Network. Unable to cope with this loss 4 Women, Media and Films Women’s Studies Female RJs in FM: Opportunities and Challenges and the burden of other legal battles, Armstrong committed suicide in 1954. FM’s flight was thus crashed even before its take off. It was only years after Armstrong’s death that FM’s true potential was realized. Both listeners and the American government realized as to how FM broadcast was way better than AM. Gradually, FM stations started operating and by the end of the 60s, radio sets started to have a FM band included with an AM one. By the mid 1970s, FM was able to surpass AM in terms of popularity in the USA. In no time, it became everyone’s favourite medium and has remained so to date. In fact, it started to be called ‘Beautiful Medium’ in those days for it played pop songs and country music in abundance. 3.2 Indian context The first ever FM broadcast was made in the country in Madras (Chennai) on July 23, 1977. It took another 15 years before another FM station came into being in Jalandhar in 1992. In the true sense, though, FM made its presence felt in the country only after All Indian Radio (AIR) began leasing time slots to private companies in 1993. On August 15, 1993 a FM station was launched in Mumbai, with nine hours of radio time leased to private players like the Times FM, Radiostar and Radio Midday. The AIR stations from Delhi, Panji, Banglore, Madras and Calcutta also sold FM slots to private producers. The hegemony of AlR finally came to an end in 1999 following the Supreme Court judgment that said ‘the airwaves are public property’ and forced the government to privatize the airwaves. As many as 108 FM radio licences were there for the taking in the 2001 auctioning. The radio wing of Times of India group, Entertainment Networks India Limited (ENIL), emerged as the biggest winner for the ten-year licence. Though because of high licence fees and other conditions, only 21 stations could become operational, soon the market opened and a plethora of private players entered the field of FM broadcast. 3.3 Recent developments Radio City in Bangalore- which started operating on July 3, 2001- became India’s first privately owned FM radio station. Later, Radio Mirchi, Radio Mantra, Big FM, etc; 5 Women, Media and Films Women’s Studies Female RJs in FM: Opportunities and Challenges started operating as well taking FM broadcast to different parts of the country. According to latest TRAI (Telecom Regulation of Authority of India) figures, 243 FM stations are operating across 86 cities from the country. With the government proposing to auction 831 new radio stations for FM broadcast, this figure is only going to increase in future. Major FM stations Owners Radio City 91.1 FM Music Broadcast Private Limited Radio Mantra 91.9 FM Jagran Publications 92.7 Big FM Anil Ambani Red FM 93.5 Sun Group 94.3 My FM Dainik Bhashkar Radio Mirchi 98.3 FM ENIL/Times of India Fever 104 FM Hindustan Times Media Ltd 91.9 Friends FM (only Kolkata) Ananda Bazar Patrika Radio Dhoom 104.8 FM Prabhat Khabar 4. Qualities of a good female RJ As it happens with any profession, we need some basic skills to become successful in it. The career of a Radio Jockey is no exception. Good voice quality, ability to speak on a subject in an interesting manner and being spontaneous are some of the essentials for anyone looking for a job behind the mike. Here is a list of some of the most important qualities that a female RJ should possess.