Anil Srivatsa, COO, Radio Today, went live on radio at the age of seven. Just a couple of weeks ago, when he went on-air to test a radio signal, his station ended up getting almost a hundred calls in those two-and-a-half hours. The signal was 104.8 FM and the station – Meow FM. Apart from everything in radio, he has also been founder and chief architect for ImaginAsian TV (USA) and is currently chief operating officer, Radio Today Broadcasting Inc. He has been a host for numerous programs and events, has been an RJ, a DJ and he is now on a quest to find out (for all men) what women want!


Q. How long does your association with radio go? What are the different assignments you have handled?
A. I first got a taste of radio when I was seven, when my mother (who was a regular on AIR) took me in for a kids’ show she was producing. I was the sound effects for a radio play where I played the howling wind…. How apt… I believe my name means the wind and now I hear I am full of hot air!

Then, I flirted with radio as an AIR freelancer through my teens and have had radio experience in the US with my own syndicated radio show ‘Anil ki Awaaz’ which I ran for 10 long years, earning me a mention in the Limca Book of records.

.Q. A cross-functional experience would definitely be an advantage. Can you share some examples of situations in which you realised the advantage?
A. The idea of convergence has been looming around me since the beginning. I have used my on stage experience on the air and what I have learnt with the distribution of TV content on cable and DTH have translated to radio where mine was the first Indian radio show in the world to be on satellite radio (XM in 2002) and ventured to put this content on digital cable and DTH platforms as well. I spotted the opportunity before others in my domain did. The web was no different; I was one of the first to have radio broadcast live online and used online streaming technology to do remote live broadcasts on FM stations across America from the remotest of places with WiFi access. This I began doing in 2001. A live broadcast aboard a Lufthansa flight across the Atlantic was exciting. I am excited to bring this experience to my present responsibility at Radio Today and to the India Today Group’s overall plans.

Q. What are the differences between stations in India and ones abroad? Are the differences related only evolutionary in nature (will disappear with time) or are they because of other issues like training, investment, audiences, regulations, etc?
A. They are different there from here, but only because it is an evolved industry that can be bought and sold like in a free market, while here it is only the beginning. Dalal Street is starting to show some interest, audiences are starting to show some interest, businesses are looking to get in on the action so it will not be too far when the differences convert more to similarities. All of the above (training, investment, audiences, regulations, etc) will begin to work together in harmony.

Q. Where did the idea of a radio station for women come from?
A. I hosted a show called 'Anil Ki Awaaz' that attracted more women listeners, so I began to think more about it as a format and a business -- add to it the growing independence of women in India -- the time was right and the place was even more right..

When I though of coming to India, I didn't want to return for another music station. So I found India Today group and presented it to them. Mr (Aroon) Purie is a visionary and he saw the idea and where I was coming from. I rationalised it into a business plan to make Meow a brand that is dynamic and easy to extend. You might just see Meow-branded merchandise and collectibles in a couple of months.

Q.Meow FM is a station about talk, while everybody else is trying to reduce talk in their programming. What's the logic?
A. Music is just the punctuation in the sentence of life. Talk is the sentence.

Radio allows anonymity, like that of an internet chat room. It allows opening up without inhibitions. Most importantly, it does not make the person fearful of judgment. And that is something I hope women want, and this needs to be encouraged.

The talk has by-and-large been received well with audiences participating well. For example, we have a show called 'Mama Meow' that has discussions on motherhood and indirectly stresses that motherhood is a science and does not happen by default. I host a show called 'Meow Between The Sheets', which deals with the softer side of womens' sensitivities with men in the mix. The kind of participation we get, and the level of intimacy that is discussed, is just a sign that people don't mind sharing their personal lives for a discussion, as long as they are given the choice of remaining anonymous.

On a format station like Meow, music exists for a different purpose. It gives hosts a break, prepares listeners, allows participants to gather thoughts and the music is relevant and feel-good. We play mostly retro. Good music, and not necessarily hit music. And whatever we play changes with the listener profile. It's Hindi during the day, 50:50 from 5 to 8 pm and mostly English after that.

Q.What are the difficulties one faces in building a new, unconventional, format-station? How does one deal with them?
A. God always welcomes you, but it is the pujari you have to go through. The difficulties are more about convincing industry than the listeners! For most, change is not acceptable. The unfortunate part is that their resistance is fuelled by personal biases and is rarely a merit to judgment.

Days before Meow's launch, we went on-air to test the radio signal. There was no marketing then, no branding or any kind of awareness. I went behind the microphone and we ended up getting almost a hundred calls in those two and a half hours. That just shows there is an audience waiting for different content.

Then of course, skepticism is fashionable, especially when it comes from years of being not different.

Q. Did you face such challenges in the US? How did you deal with them?
A. I did face something similar when I had to sell Asian content to American buyers. There were biases there too but we managed to convince them to get an Asian channel on American mainstream basic cable. We proved that Americans are interested in Asian culture and we brought forth empirical data that suggested the same. Months after, Comcast changed the format of one of their channels and followed suite and launched an Asian Channel on Basic cable the ultimate validation of a new concept.

Q. So what kind of empirical data have you collected for your advertisers?
A. There's so much happening around women! They are becoming key decision makers for durables; auto-makers are designing cars especially for them. They are becoming independent and assertive.

Apart from that, India Today as a group is not new to womens' media. I am looking for women to support the concept. We have taken a quantum leap with Meow and their support will only generate more exclusive vehicles for them (women) They can pass judgment in five months and I am sure we will more than live up to their expectations.

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