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"Jeena yaha..." J

Thursday, October 19, 2006

Srinagar (UNI): Jammu and Kashmir Chief Minister Ghulam Nabi Azad has not seen a movie for the past 18 years, but whenever he gets time he loves to listen to some old songs from hit Hindi films. Tough present at a function here to launch seven FM Rainbow India channels in different parts of Jammu and Kashmir by Union Information and Broadcasting Minister Priya Ranjan Dasmunsi, a recorded message of Mr Azad was played on the occasion.

After the message, an anchor asked Mr Azad to name his favourite song he would like to be played on FM Rainbow India channel.In reply, the Chief Minister said he does not get time to see or listen to entertainment programmes on radio or television in view of his busy schedule.Mr Azad said he had not seen a movie for the past 18 years, but loved to hear old songs from Hindi films.He said while the youngsters would prefer to hear new songs, the people of his age love to listen to old tunes.

The Chief Minister later requested the anchor to play 'Jeena yahan...marna yahan...iske siwa jana kahan....'', a song from Raj Kapoor's hit movie of 1970 Mera Naam Joker. This drew laughter and thunderous applause from those present, including Mr Azad himself, at the Sher-i-Kashmir International Convention Centre (SKICC), the venue of the launch of FM channels.The song had been sung by Mukesh while its music was given by Shanker-Jaikishen. Rich tributes were paid to Manipur's melody king Pahari.

After films like Rang De Basanti and Lage Raho Munna Bhai stressed the power of FM radios to connect with the people, the popularity of this medium has grown allowing a tough competition among the radio channels. With presence of some popular channels like Radio Mirchi, RED FM, Power FM and many more, another new channel, Big 92.7 FM, is all ready to create waves of magical notes in the country. ''We have aimed to touch 200 million listners in urban and rural areas,'' Chief Operating Officer(COO) Tarun Katial said here today at the launching ceremony. Mr Katial is none other than the marketer of tele brands like 'Kaun Banega Crorepati', 'Kyunki Saas Bhi Kabhi Bahu thi', 'Indian Idol' and many more.

The channel has been already launched in New Delhi, Hyderabad, Chennai, Bangalore and Mumbai and there are plans to reach Jammu and Kashmir soon with Brand Ambassador Abhishek Bachchan, Mr Katial said. Though the radio was a popular medium in the 60s, the emerging popularity of the visual media weaned away its listners to television. But the demand of radio channels has grown incredibly, which one could feel with the jingles of the channels playing aloud almost everywhere.

''We have done a thorough research to line up programmes in the channel with the help of Indian Market Research Bureau and the IP protocol technology has been for the first time sourced from AXIA, USA,'' the COO specified. The Rs 400 crore Big FM channel is the largest ever with over 1000 employees nationwide, Katial said ''We want to bring you 24x7 entertainment with weather updates, to local news. You can even know the rates of your favorite hilsa,'' he remarked.

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