Impact of Indian media

Several attempts were made to start an Indian radio station in Trinidad but the NAR Administration saw the introduction of the Macel Mahabir’s inspired 103FM on July 4th 1993. There has not been a serious review on the impact of the station on the Indian and non-Indian society. This column is a step in that that direction. It must be stated that the rationale for starting and maintaining an Indian radio station was purely economic. The impact it had on the Indian community and culture was an unexpected and indeed a most  unplanned side effect.

One of the most immediate impact that has been ascribed to the first Indian radio station was the change in the political directorate. No doubt 103 FM augmented to the ground swell of popular Indian support for the 150th Indian Arrival Day Celebrations that virtually launched the political campaign of the Indian based party — the United National Congress. Psychological need of the Indian community was finally met with an all-Indian radio station. The sense of belonging and marginalised in Trinidad & Tobago’s society was reflected with the thirty minutes of Indian music on the existing radio stations. With the arrival of an exclusive Indian radio station the Indian community had truly begun to feel as an equal in Trinidadian society. The station was perceived as the ultimate act of rebellion against the non-Indian status quo. Now no advertiser can afford to omit an Indian radio station in its media mix.

The all-Indian station proved that Indian culture could be an economic success. This perhaps was the major achievement of the first Indian radio station, as the economic viability of Indian culture was used to deny it more media space. The phenomenal economic success of the first radio station has since spawned many imitators. Ten years after the launch of the pioneering all-Indian radio station there are now six exclusively all Indian radio stations. These stations provide daily testimony that Indian culture is economically sustainable. Equally important is the fact that Indian culture can survive without the dependence of State support; this is not the case with non-Indian culture. The introduction of Indian culture on a nationally accessible radio station automatically placed Indian culture into the national mainstream. Indian culture could no long be easily ignored as it was before. To get to any of the English radio stations it was more than likely that one had to cross this Indian frequency. The sub-culture status often ascribed to Indian culture was now being shaken. The definition of what constitutes “national” or “Trinidadian” culture was now being challenged in a real manner. “National culture” which was projected as exclusively steelpan and calypso, now was challenged by Indian music and an Indian cultural expression on a national medium.

The launch of an exclusive Indian radio station also provided Indian culture on the whole with an injection of life. No longer was Indian music limited to those who bought film sound tracks from music stores. Instead Indian music was for the first time available twenty-four hours on a national medium. The Indian movie industry locally benefited immediately with a rise in movie attendance. The Indian music industry also benefited as the sales of pre-recorded tapes increased as the awareness of film soundtracks increased. The local Indian music industry also benefited tremendously with the introduction of the Indian radio stations. The chutney art-form in particular now gave a local Indian artistic expression an audience that was much larger than the traditional chutney tent. Chutney Music now became widely accessible, and as such more and more popular. In 1992 for example prior to the launch of 103 FM one Sonny Mann released a local composition that essentially failed. When however 103FM was launched the song was re-released on the station and a remixed “Loytala” became a smash hit among Indians as well as non-Indians in Trinidad & Tobago. On most Indian formatted radio stations there are now shows dedicated solely towards local Indian music.

An Indian radio station also provided a new point of pride to the Indian youth in Indian Culture. The Indian youth was being seduced by the Western and Afro-Caribbean cultures. Now today Indian Arrival Day celebrations, and Indian events held by most of the Indian music stations draw huge crowds of Indian youths.  Indian culture in these stations has a new ally to preserve Indian culture for the next generation. The indigenous Indian religion of Hinduism while admirably promoted by its adherents got a newfound ally in the Indian radio station. The English formatted radio stations had a natural pro-Christian bent where Hinduism never featured in any real way. Now with the advent of an Indian radio station there was now a Pundit opening the station with morning devotions. Bhajans, and other such religious songs opened each morning broadcast. Hinduism was now being preached and explained in English to a national audience daily.  Hinduism was now being explained not only to non-Indian Trinidad but more importantly to Indian Trinidad as well. Seven nights Ramayans broadcast was now introduced as a feature of the new Indian radio stations format. These religious nightly devotions were broadcast live from wherever it was being conducted. Several pundits and Hindu scholars rose in prominence within the Hindu community thanks to this type of religious broadcast.

Finally anthropologist, Dr Kumar Mahabir’s Indian book publishing in the Caribbean notes “The advent of talk shows on these radio stations has revolutionized the means of Indian public expression in the country. “The call-in segments clearly respond to the needs of their listeners and serve as a voice dedicated to the welfare of the community. The shows emerged as a direct correlation to the discriminatory experiences felt by the Indian community under a new urban-centred Afro-Creole political regime. They offer solace and solidarity to a people in political despair, and give recognition to those who are excluded from the corridors of power. In response to Afro-Creole talk show hosts, Indian call-in moderators demonstrate that they will not be cowed into silence and submission by militant voices.”