If prime minister Narendra Modi does open up 7, Race Course Road, New Delhi?the PM?s official residence?to state-owned All India Radio (AIR) and Doordarshan (DD) to interact with the masses on important matters, this would work towards meeting two seminal ends. First, this helps consolidate Modi?s connect with the masses, given the two broadcasters have the farthest reach in their segments?AIR covers nearly 92.6% of the country?s area and is within the reach of 99.2% of its population. Getting beamed into urban homes and rural chaupals periodically (a report says fortnightly) for informal discussions should make Modi seem accessible, always a desirable trait for a mass leader. Second, the two national broadcasters, whose programming is often termed insipid, would receive a much-needed shot in the arm. Given Modi?s strong rhetorical abilities, the ?exclusive? transmission could help DD and AIR find new relevance among viewers/listeners.
Executive radio chats have starred the likes of Eva Peron of
Argentina and Franklin D Roosevelt and Ronald Reagan, arguably two of the most popular US presidents of the last century. However, Modi must pay heed to the fact that the proliferation of media today leaves him vulnerable to the saturation that often accompanies too much visibility. Otherwise, from all vantage points, this seems to be a welcome opportunity to connect.
