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What it takes to be in the radio business | Sriram Sullia | TEDxAmritaUBangalore


my name is Sheila Celia I host a joke

my name is Sheila Celia I host a joke for a radio show I am a podcaster I

for a radio show I am a podcaster I

for a radio show I am a podcaster I dabble with comedy I post stuns of

dabble with comedy I post stuns of

dabble with comedy I post stuns of videos on the internet and I am an MC I

videos on the internet and I am an MC I

videos on the internet and I am an MC I host a whole lot of corporate shows get

host a whole lot of corporate shows get

host a whole lot of corporate shows get to travel around the world hosting shows

to travel around the world hosting shows

to travel around the world hosting shows for companies and it’s a great gig you

for companies and it’s a great gig you

for companies and it’s a great gig you know you have a great gig when people

know you have a great gig when people

know you have a great gig when people come up to you and say shouldn’t what

come up to you and say shouldn’t what

come up to you and say shouldn’t what you be doing considered a hobby how much

you be doing considered a hobby how much

you be doing considered a hobby how much do you actually get paid and what are

do you actually get paid and what are

do you actually get paid and what are you going to do five years from now

you going to do five years from now

you going to do five years from now that’s that’s when you know that what

that’s that’s when you know that what

that’s that’s when you know that what you’re doing is actually something

you’re doing is actually something

you’re doing is actually something that’s on the edge something that’s

that’s on the edge something that’s

that’s on the edge something that’s alternative which makes you feel great

alternative which makes you feel great

alternative which makes you feel great so let me just take you on a small

so let me just take you on a small

so let me just take you on a small little journey of how I started out

little journey of how I started out

little journey of how I started out being a broadcaster it all started when

being a broadcaster it all started when

being a broadcaster it all started when I first heard frequency modulation radio

I first heard frequency modulation radio

I first heard frequency modulation radio waves in Bangalore City for the very

waves in Bangalore City for the very

waves in Bangalore City for the very first time and I remember listening to a

first time and I remember listening to a

first time and I remember listening to a guy called John Z Korean and going wow

guy called John Z Korean and going wow

guy called John Z Korean and going wow what a fabulous gig this is I can’t

what a fabulous gig this is I can’t

what a fabulous gig this is I can’t believe somebody is getting paid to

believe somebody is getting paid to

believe somebody is getting paid to actually speak their mind have fun and

actually speak their mind have fun and

actually speak their mind have fun and just go back home

just go back home

just go back home can there be something like this and

can there be something like this and

can there be something like this and that was the time when I was doing my

that was the time when I was doing my

that was the time when I was doing my commerce I just finished my graduation I

commerce I just finished my graduation I

commerce I just finished my graduation I was placed with a couple of companies

was placed with a couple of companies

was placed with a couple of companies top financial institutions but something

top financial institutions but something

top financial institutions but something that’s coming to you so easily can never

that’s coming to you so easily can never

that’s coming to you so easily can never be respected you have to strive

be respected you have to strive

be respected you have to strive something you have to actually put your

something you have to actually put your

something you have to actually put your efforts for something that’s when you

efforts for something that’s when you

efforts for something that’s when you feel that yes I now rightfully deserve

feel that yes I now rightfully deserve

feel that yes I now rightfully deserve this so that’s when I decided I’ll take

this so that’s when I decided I’ll take

this so that’s when I decided I’ll take a couple of years of Media Studies and

a couple of years of Media Studies and

a couple of years of Media Studies and that was pretty much what I’d call my

that was pretty much what I’d call my

that was pretty much what I’d call my decision something that I definitely

decision something that I definitely

decision something that I definitely wanted to do I don’t know how many of

wanted to do I don’t know how many of

wanted to do I don’t know how many of you out here actually wanted to study

you out here actually wanted to study

you out here actually wanted to study engineering but but still nonetheless

engineering but but still nonetheless

engineering but but still nonetheless great to see you actually following your

great to see you actually following your

great to see you actually following your passion and that’s what I will be

passion and that’s what I will be

passion and that’s what I will be talking about here and I will dabble

talking about here and I will dabble

talking about here and I will dabble about what the reality is but what it

about what the reality is but what it

about what the reality is but what it looks like from the outside as well so

looks like from the outside as well so

looks like from the outside as well so during my stint with this college I

during my stint with this college I

during my stint with this college I ended up setting up a first of a

ended up setting up a first of a

ended up setting up a first of a kind internet radio station a campus

kind internet radio station a campus

kind internet radio station a campus radio station and I posted a whole lot

radio station and I posted a whole lot

radio station and I posted a whole lot of content that was objectionable to the

of content that was objectionable to the

of content that was objectionable to the college

college

college it was Christ’s College but that’s when

it was Christ’s College but that’s when

it was Christ’s College but that’s when I knew that what I’m doing can actually

I knew that what I’m doing can actually

I knew that what I’m doing can actually have a lot of impact and the medium

have a lot of impact and the medium

have a lot of impact and the medium itself is so powerful that it can it can

itself is so powerful that it can it can

itself is so powerful that it can it can raise a whole lot of objections and

raise a whole lot of objections and

raise a whole lot of objections and people coming up to you and talking

people coming up to you and talking

people coming up to you and talking about what you have actually put up at

about what you have actually put up at

about what you have actually put up at the same time I approached a place where

the same time I approached a place where

the same time I approached a place where you can store a nuclear bomb and still

you can store a nuclear bomb and still

you can store a nuclear bomb and still nothing will happen because there is no

nothing will happen because there is no

nothing will happen because there is no radioactivity happening whatsoever this

radioactivity happening whatsoever this

radioactivity happening whatsoever this place is called All India Radio

place is called All India Radio

place is called All India Radio good old All India Radio where I walked

good old All India Radio where I walked

good old All India Radio where I walked in they still hold written auditions you

in they still hold written auditions you

in they still hold written auditions you have to give you a voice test and that’s

have to give you a voice test and that’s

have to give you a voice test and that’s how you get actually selected to do a

how you get actually selected to do a

how you get actually selected to do a radio show I was in college I started

radio show I was in college I started

radio show I was in college I started hosting shows for all india radio it was

hosting shows for all india radio it was

hosting shows for all india radio it was a part-time gig they used to pay me 300

a part-time gig they used to pay me 300

a part-time gig they used to pay me 300 rupees to do one show it was great for

rupees to do one show it was great for

rupees to do one show it was great for fuel money you go from your bike one

fuel money you go from your bike one

fuel money you go from your bike one place to another and come back and

place to another and come back and

place to another and come back and you’re broke all over again but I would

you’re broke all over again but I would

you’re broke all over again but I would do anything just to be on air just to

do anything just to be on air just to

do anything just to be on air just to have my voice heard across Bangalore

have my voice heard across Bangalore

have my voice heard across Bangalore City at least for a few minutes I joined

City at least for a few minutes I joined

City at least for a few minutes I joined as a content producer for a Kannada

as a content producer for a Kannada

as a content producer for a Kannada radio station at the same time I was

radio station at the same time I was

radio station at the same time I was also working as a traffic reporter where

also working as a traffic reporter where

also working as a traffic reporter where I would sit with the traffic management

I would sit with the traffic management

I would sit with the traffic management centre Bangalore City police and I would

centre Bangalore City police and I would

centre Bangalore City police and I would just give our traffic updates about the

just give our traffic updates about the

just give our traffic updates about the most obvious places where you find

most obvious places where you find

most obvious places where you find traffic in Bangalore what else can there

traffic in Bangalore what else can there

traffic in Bangalore what else can there be so I would do that for exactly one

be so I would do that for exactly one

be so I would do that for exactly one minute when my voice was heard on the

minute when my voice was heard on the

minute when my voice was heard on the radio but I felt it was absolutely worth

radio but I felt it was absolutely worth

radio but I felt it was absolutely worth it and when I was through with this gig

it and when I was through with this gig

it and when I was through with this gig I got hired as an intern from an intern

I got hired as an intern from an intern

I got hired as an intern from an intern worked my way to being a producer and

worked my way to being a producer and

worked my way to being a producer and one fine day when an American host I was

one fine day when an American host I was

one fine day when an American host I was working with decided to leave town

working with decided to leave town

working with decided to leave town they said why don’t you host the

they said why don’t you host the

they said why don’t you host the breakfast show you seem to know a lot

breakfast show you seem to know a lot

breakfast show you seem to know a lot about the show so why don’t you just go

about the show so why don’t you just go

about the show so why don’t you just go ahead and start hosting the breakfast

ahead and start hosting the breakfast

ahead and start hosting the breakfast show I was 21 I was hosting the

show I was 21 I was hosting the

show I was 21 I was hosting the breakfast show – what I looked up to the

breakfast show – what I looked up to the

breakfast show – what I looked up to the most at the same time I didn’t even have

most at the same time I didn’t even have

most at the same time I didn’t even have conformed opinions on a lot of things

conformed opinions on a lot of things

conformed opinions on a lot of things so it felt great it felt great having so

so it felt great it felt great having so

so it felt great it felt great having so much of responsibility when you don’t

much of responsibility when you don’t

much of responsibility when you don’t even know what it is that you’re putting

even know what it is that you’re putting

even know what it is that you’re putting out whatever it is that you’re seeing is

out whatever it is that you’re seeing is

out whatever it is that you’re seeing is that actually impacting so many people

that actually impacting so many people

that actually impacting so many people at the same time but the journey though

at the same time but the journey though

at the same time but the journey though has been from there to no looking back

has been from there to no looking back

has been from there to no looking back because from one thing to another

because from one thing to another

because from one thing to another you actually end up being a predominant

you actually end up being a predominant

you actually end up being a predominant voice in a city where radio is such a

voice in a city where radio is such a

voice in a city where radio is such a secondary medium and it is even to this

secondary medium and it is even to this

secondary medium and it is even to this day you guys are tuning in to the radio

day you guys are tuning in to the radio

day you guys are tuning in to the radio it’s running in the background you guys

it’s running in the background you guys

it’s running in the background you guys are doing whatever it is that you’re

are doing whatever it is that you’re

are doing whatever it is that you’re doing but my voice comes in just for a

doing but my voice comes in just for a

doing but my voice comes in just for a few minutes and at that minute of time

few minutes and at that minute of time

few minutes and at that minute of time am I able to make enough impact or no

am I able to make enough impact or no

am I able to make enough impact or no that’s where the deciding factor lies

that’s where the deciding factor lies

that’s where the deciding factor lies all over again

all over again

all over again so in this journey it’s it’s been

so in this journey it’s it’s been

so in this journey it’s it’s been absolutely fabulous because when I was

absolutely fabulous because when I was

absolutely fabulous because when I was through with my all india radio gig i

through with my all india radio gig i

through with my all india radio gig i actually put up a whole lot of demos i

actually put up a whole lot of demos i

actually put up a whole lot of demos i ended up putting and burning a lot of

ended up putting and burning a lot of

ended up putting and burning a lot of cds do you guys know how to burn a CD

cds do you guys know how to burn a CD

cds do you guys know how to burn a CD you still do I thought we have way

you still do I thought we have way

you still do I thought we have way advanced now but no we used to burn CDs

advanced now but no we used to burn CDs

advanced now but no we used to burn CDs and I would hand it over to a lot of

and I would hand it over to a lot of

and I would hand it over to a lot of programming directors just so that they

programming directors just so that they

programming directors just so that they give me an audition just so that they

give me an audition just so that they

give me an audition just so that they hear what it sounds like

hear what it sounds like

hear what it sounds like and I get an honest opinion on what this

and I get an honest opinion on what this

and I get an honest opinion on what this is going to be like but the reality of

is going to be like but the reality of

is going to be like but the reality of the situation though is that this is

the situation though is that this is

the situation though is that this is such a revered gig that a whole lot of

such a revered gig that a whole lot of

such a revered gig that a whole lot of people want it and I’m sure at one point

people want it and I’m sure at one point

people want it and I’m sure at one point of time in your life you guys have heard

of time in your life you guys have heard

of time in your life you guys have heard somebody on the radio being extremely

somebody on the radio being extremely

somebody on the radio being extremely judgmental about the voice you’ve been

judgmental about the voice you’ve been

judgmental about the voice you’ve been hearing or thought I can easily do this

hearing or thought I can easily do this

hearing or thought I can easily do this I had the extreme same bug except I

I had the extreme same bug except I

I had the extreme same bug except I never let go of it I wanted it so bad

never let go of it I wanted it so bad

never let go of it I wanted it so bad that I ended up pursuing a whole lot of

that I ended up pursuing a whole lot of

that I ended up pursuing a whole lot of programming directors and when I finally

programming directors and when I finally

programming directors and when I finally got the gig it wasn’t easy after that as

got the gig it wasn’t easy after that as

got the gig it wasn’t easy after that as well because that’s when you’ve got what

well because that’s when you’ve got what

well because that’s when you’ve got what you always wanted

you always wanted

you always wanted what now because you can actually get

what now because you can actually get

what now because you can actually get away by putting up a show probably a

away by putting up a show probably a

away by putting up a show probably a twice probably thrice but what if you

twice probably thrice but what if you

twice probably thrice but what if you have to do it consistently and you have

have to do it consistently and you have

have to do it consistently and you have to do this as your livelihood you have

to do this as your livelihood you have

to do this as your livelihood you have to do this every day that’s when the

to do this every day that’s when the

to do this every day that’s when the challenge lies

challenge lies

challenge lies I’ve actually had days when my station

I’ve actually had days when my station

I’ve actually had days when my station head has walked up to me and said

head has walked up to me and said

head has walked up to me and said Shriram why do you sound so constipated

Shriram why do you sound so constipated

Shriram why do you sound so constipated and I’m wondering how does he know but

and I’m wondering how does he know but

and I’m wondering how does he know but you get extreme harsh criticisms and you

you get extreme harsh criticisms and you

you get extreme harsh criticisms and you develop a thick skin to take it all it’s

develop a thick skin to take it all it’s

develop a thick skin to take it all it’s not just from people within the four

not just from people within the four

not just from people within the four walls of where you work but you are a

walls of where you work but you are a

walls of where you work but you are a public voice so everyone has an

public voice so everyone has an

public voice so everyone has an entitlement to pass on their judgement

entitlement to pass on their judgement

entitlement to pass on their judgement of whether you’re good or bad whether

of whether you’re good or bad whether

of whether you’re good or bad whether they should switch channels or not why

they should switch channels or not why

they should switch channels or not why should they subscribe to you on social

should they subscribe to you on social

should they subscribe to you on social media or not and it’s all fair and

media or not and it’s all fair and

media or not and it’s all fair and that’s what I love about this medium I

that’s what I love about this medium I

that’s what I love about this medium I could be talking in Bangalore but

could be talking in Bangalore but

could be talking in Bangalore but somebody in Delhi is getting offended

somebody in Delhi is getting offended

somebody in Delhi is getting offended about what I’m saying because I’m

about what I’m saying because I’m

about what I’m saying because I’m cracking a joke makes all the more fun

cracking a joke makes all the more fun

cracking a joke makes all the more fun makes it all the more enticing at the

makes it all the more enticing at the

makes it all the more enticing at the same time and it puts you on the edge

same time and it puts you on the edge

same time and it puts you on the edge every little time you are live on the

every little time you are live on the

every little time you are live on the air doing something or another so over

air doing something or another so over

air doing something or another so over these years there have been times when

these years there have been times when

these years there have been times when I’ve gotten to meet a whole lot of

I’ve gotten to meet a whole lot of

I’ve gotten to meet a whole lot of business leaders people who owned

business leaders people who owned

business leaders people who owned multi-billion dollar industries because

multi-billion dollar industries because

multi-billion dollar industries because my job requires me to interact with them

my job requires me to interact with them

my job requires me to interact with them on a daily at the same time you’re

on a daily at the same time you’re

on a daily at the same time you’re standing on the same pedestal and a

standing on the same pedestal and a

standing on the same pedestal and a stage as a Shahrukh Khan and one thing

stage as a Shahrukh Khan and one thing

stage as a Shahrukh Khan and one thing I’ve noticed is everyone’s a person we

I’ve noticed is everyone’s a person we

I’ve noticed is everyone’s a person we are all just people but some people end

are all just people but some people end

are all just people but some people end up striving a little more for what they

up striving a little more for what they

up striving a little more for what they are passionate about and I guess that is

are passionate about and I guess that is

are passionate about and I guess that is a big differentiator from one individual

a big differentiator from one individual

a big differentiator from one individual to another if you have a passion you

to another if you have a passion you

to another if you have a passion you definitely need to aim for it and I’ve

definitely need to aim for it and I’ve

definitely need to aim for it and I’ve seen a big generation gap that’s

seen a big generation gap that’s

seen a big generation gap that’s happening right now where parents are

happening right now where parents are

happening right now where parents are totally okay with you guys getting a gig

totally okay with you guys getting a gig

totally okay with you guys getting a gig of your choice they are totally okay

of your choice they are totally okay

of your choice they are totally okay with you pursuing whatever it is that

with you pursuing whatever it is that

with you pursuing whatever it is that you love doing but finding that niche

you love doing but finding that niche

you love doing but finding that niche however can take time and it is

however can take time and it is

however can take time and it is subjective but don’t ever stop doing it

subjective but don’t ever stop doing it

subjective but don’t ever stop doing it as a radio personality who talks to you

as a radio personality who talks to you

as a radio personality who talks to you on a daily I speak to strangers I

on a daily I speak to strangers I

on a daily I speak to strangers I thoroughly advocate you speak to

thoroughly advocate you speak to

thoroughly advocate you speak to strangers as well greet people talk to

strangers as well greet people talk to

strangers as well greet people talk to people with a smile wherever possible

people with a smile wherever possible

people with a smile wherever possible because that could take you a very very

because that could take you a very very

because that could take you a very very long way and always have

long way and always have

long way and always have very very positive approach to whatever

very very positive approach to whatever

very very positive approach to whatever it is that you’re doing because it could

it is that you’re doing because it could

it is that you’re doing because it could definitely take you a long way it’s now

definitely take you a long way it’s now

definitely take you a long way it’s now proved that happiness is just a state of

proved that happiness is just a state of

proved that happiness is just a state of mind but how do you make it happen

mind but how do you make it happen

mind but how do you make it happen constantly it could actually happen if

constantly it could actually happen if

constantly it could actually happen if you are upbeat about whatever little

you are upbeat about whatever little

you are upbeat about whatever little things that you are doing makes you feel

things that you are doing makes you feel

things that you are doing makes you feel excited as a kid and you go pursue it

excited as a kid and you go pursue it

excited as a kid and you go pursue it and achieve it in all of the flow and

and achieve it in all of the flow and

and achieve it in all of the flow and all of the admiration that you have for

all of the admiration that you have for

all of the admiration that you have for whatever it is that you’re doing that’s

whatever it is that you’re doing that’s

whatever it is that you’re doing that’s all the time I’m going to take from you

all the time I’m going to take from you

all the time I’m going to take from you guys but thanks so very much guys really

guys but thanks so very much guys really

guys but thanks so very much guys really appreciate your time once again

appreciate your time once again

appreciate your time once again [Applause]

”

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