For a better part of the previous decade Video Jockeys (VJ) and Radio Jockeys (RJ) in Pakistan were recognised as the voice of the youth. Since they had broken away from the rather monotonous style of presenting which had been there for years, they injected much needed flair and vigour into the art.
Dino ALi the VJ-turned-singer-turned-RJ who now works as a TV and radio presenter for BBC in UK
Between 2002 and 2007 Pakistani radio was on a rise but according to the multitalented presenter it was, “the lack of creativity and the need to copy what everyone else is doing” that inadvertently led to its decline.
He elaborated stating, “When I started out as an RJ I had my own style and wasn’t being pretentious. Later, I discovered that there were 3 to 4 guys on other networks copying my style and humour.”
The Pari singer had an interesting view on advertising as he was of the opinion that “advertising is the bread and butter of the station” but believed that rather than overdoing it, producers should adopt a more balanced approach.
“If you listen to international radio stations especially Capital FM in the UK the way they balance talk time with ads is amazing. As it does not take away the RJs ability to drive the show and simultaneously allows for music to be played and ads to be broadcasted. Therefore, all we need for is a better strategy,” remarked Ali.
