Turn On the Radio
The Jakarta Post
Have you ever stumbled upon a song that gives you goosebumps and a flood of memories? Or, have you ever become all hyped up to energetic tunes from the radio? You are not alone.
Radio may not be as sophisticated as television, with all that audio-visual experience, yet many still enjoy this personal form of entertainment that allows the audience to imagine freely.
'I still listen to the radio ' through my smartphone these days. Afternoon and nighttime are my favorites, as it becomes a mood booster for me while working on my writing,' said author Aprilia Ramadhina.
The 26-year-old author of Turn On The Radio, a book that shares the experiences of announcers and former announcers of Bandung-based Oz Radio, said she felt like having company when listening to songs or shows on the radio.
Aprilia loves listening to JakFM, Global FM and Hard Rock FM. 'But I listen to Hard Rock most of the time ' love the Lovegasm show since it airs cool love songs,' she said.
Shinta Sekartaji, 20, and her brother Gending Pamungkas, 16, find radio the best entertainment and companion in the car. They both tune in to Prambors FM a lot lately. 'We used to listen to Gen FM, but the announcers talk too much. Prambors plays more songs ' new and popular ones,' said Shinta.
Similar to the siblings, Nia Putri of Bandung said she only listens to the radio when she's driving. 'When I was still living in Bandung, I would often turn on the radio at home, but now it's just when I'm in my car,' said the 30-year-old, who now works in Jakarta, adding that at home, she preferred television or other
Despite many options out there, radio personality Rico Ceper believes radio is still a popular entertainment channel.
'You can see it from the fact that there are a number of prime-time radio shows, mostly in the morning, that are hosted by famous people,' Rico told The Jakarta Post.
Together with comedian Sogi Indra Dhuaja, Rico hosts a morning show called PerGi Pagi (Leaving early) at Global FM.
The Prambors FM radio station pairs popular television personalities Desta and Nycta Gina for its morning show called Desta & Gina In The Morning.
Desta, a former member of pop band Club 80s, is known as an actor, a drummer as well as a radio and TV host, while Gina is a comedian and a TV presenter.
Similarly, JakFM brings in famous radio personalities-cum-comedians Tike Priatnakusumah and Ronal Surapradja for its Sarapan Seru (Fun Breakfast) morning show.
'They [famous personalities] do the morning show not because they're passionate about it, nor for the money or to stay popular ' but because there's a market in the radio business,' said Rico, who has been in the radio business for more than 20 years.
'We've got good deals for advertising ' mostly in the morning shows; people still tune on the radio in the car when they go to work or school or through gadgets when they take public transportation.'
Radio creates a close and unique relationship between the station and its audience.
'Each station has its own market. It is segmented. Old people don't fall into the Mustang FM or Prambors segments. Similarly, young people won't listen to RRI [national radio station],' said Rico.
As a veteran in the business, Rico said he embraced technological progress, such as radio streaming, which allows anyone to listen to particular radio shows regardless of their place.
Radio streaming makes it possible for Indonesians living abroad to stay connected with home simply by listening to streamed local radio shows.
Despite radio still being popular, Rico is aware that people no longer listen to radio from a stereo set at home, because there are too many distractions, such as gadgets.
'Nevertheless, I believe that as long as the market is still strong, radio will survive any challenges.'
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