KARACHI:

Before the age of television and the Internet, it was radio that both delivered entertainment and the news to the masses. Avid listeners would wait patiently each day to tune in for their favourite programme or radio jockey (RJ). Winning a dedicated audience would require the right mix of accent, opening and segments.

Launched in our country with Radio Pakistan in 1948, radio was at the top of Pakistan’s media pyramid for decades. While it may have lost that top spot, first to TV and then to the web and social media, it has not stopped evolving and keeping up with new tech. In the 1990s, radio led the charge in introducing music from around the world to Pakistan. In the present year, radio stations have evolved into a hybrid format, broadcasting live on their social media pages and being repackaged into podcasts that can be accessed at anytime.

The one thing that has remained constant along with the audio-first nature of radio programming is the role of the RJ. With their signature style and voice, many an RJ became an overnight sensation during the early years of FM radio in Pakistan in the mid-90s.

"Those were the days. We were larger than life. Security protocols were beefed up outside Karachi's radio station buildings to keep the public at bay, and people wanted to know the face behind the voice. We were huge before we even knew it," recalled FM pioneer and RJ Zeeshan Shah who began hosting the 'Breakfast Show' in 1995 with FM 100.

"I remember the passion and the sheer joy of reaching thousands of people, and radio has always been the true voice and wielder of power of free media," he said while recalling Pakistan's first broadcast in 1948 when Mohammad Ali Jinnah made his first radio announcement of independence to the free Muslim State of Pakistan. "How can we ever forget the tremendous vintage value of radio in our lives."

Zeeshan, who has been known for his voice, was the first of the few. His voice was unique and dynamic and soon became the leading voice in Urdu and English media broadcasts. He saw the shift from being just the voice to bringing the face to the forefront. He soon started producing radio shows and worked with many renowned advertising agencies and TV commercials, narrating stories on commercial television. He is also known as one of the first people to introduce the concept of 'narration 'in fashion shows, working with famous designers and artists of the times when fashion shows were a rare treat for the average public and ramps were constructed in the privacy of five-star hotels in Pakistan.

According to Zeeshan, the real charm of the radio was that the fans waited to see the face behind the voice and wanted to meet them in person. This is something he feels has faded over the years with the advent of new technology and media techniques. "I have lived in the era where it was the voice that people were fans of. They didn't know the face behind it,” he said, pointing that the anonymity afforded by radio was what held it up as perhaps the most free medium out their. “We weren't allowed to disclose our identity due to security reasons. The RJ had to be kept safe from any mishap," he said.

Talking about the future of radio and challenges in the digital era, he said: "Although the reach has increased, many RJs nowadays focus more on their looks and going viral, rather than content that really matters.”

“They just sensationalise. They don't focus on delivering the right knowledge or on educating people. It's only a source of entertainment now," he added.

During the transformation of the radio, music played an important role. Many of the people started listening radio just to follow the music. Zeeshan, who has worked with FM 89 and then became the face of a music show, considering the shift, decided to bring in different types of music. "We were the trendsetters as music and talk show hosts. There was a certain aura of glamour and class, and content was king. I produced two major shows that went popular at City FM 89, including Retro 89 and That 80s Show," said Zeeshan, who prefers to be known as the brand ambassador of 80s and 90s music but also loves to play 60s and 70s music.

 

"I realised at the time that the world was way ahead of us, and we needed to expand beyond a few mainstream Pakistani artists. We had to bring in more music from other parts of the world to educate the people about global music trends,” he said. “In my time searching for music, I ventured into the sound of the '70s and 60's. I discovered many albums for the Pakistani audience on my trips to different countries and imported music that simply not available on CDs in Pakistan at the time," he added.

Although the world has changed and the younger generation's taste has changed, Zeeshan believes that music from the past is still loved by many. "I always believed in the surprise element. People must be kept on edge, anticipating what comes next. Predictability is overrated. It was the excitement that came from the audiences that used to motivate me," he said.

To keep classic music alive, he decided to keep the music show that he started in 2005, 'Flashback – a blast from the past'. Airing to this day, he the show has completed 17 years of transmission. "The show captures four decades of sound in three hours every weekend, which is also a weekend getaway for many listeners as it takes us into a nostalgic journey into the past," he said.

He concluded by saying that to keep radio alive, one has to have the passion and knowledge about topics being discussed. “Talking for hours is not art. Being a digital-savvy is not enough. Having the knowledge of music and having that background based in facts is vital.”

“The only thing that really sells is great content, and the rest is just filler. Being a talk show host does not mean compromising on music but being very good at R&D. In fact, we are still far behind on research. The same goes for the topics being discussed. One has to back up talk with good research; otherwise, it will only pass as entertainment and this powerful medium will die," he added.