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We are all used to hearing station identifiers on radio. Hi this is … and you are listening to … Sometimes these identifiers are station jingles or familiar (celebrity) voices which identify the station. They also come in a slightly different flavor as celebrity omnibus in which more than one voice identifies the station.
Earlier, I never paid attention to these station identifiers, but on Oct 3, 2012 I did, at around 7:17 PM. Not because it was the famous bolly actor Sallu Bhai (Salman Khan) who told me what station I was listening to, but I was more interested in listening to the song that followed this station identifier. The song that followed was Karde Mushkil Jeena Ishq Kameena from the bolly flick Shakti (2002).
After listening to the song, I was wondering what relation the song had with the immediately preceding station identifier in Salman’s voice. The film neither had Salman in its cast nor was the song filmed on him.
Being unaware of the rules/policy employed by the stations in the linear placement of celebrity identifiers on the timeline for the day, I thought whether the identifier has to meet my expectation of confirming to the immediately succeeding song? A mental rewind of identifiers heard in the past, gave me two commonalities.
One, it identifies what the station stands for: In the present case, this radio station primarily stands for bolly music. Having an identifier in a bolly star’s voice, establishes the association.
Two, it identifies what the day part stands for: In the present case, since it was evening, during which contemporary bolly numbers are played by this station, the said identifier came across as appropriate.
Save for few exceptions, celebrity identifiers are not exclusive to a station. Sallu bhai may happily identify other stations as well. As the name implies, the station identifier is meant to identify the station and not a song.
However, if the identifier relates to the immediately succeeding song, this radio station will definitely identify itself amongst its peers for its attention to detail.
P:S:. This post was initially published on http://www.himanshuagarwal.com