FM 100

FM 100 was established in the year 1994 and started broadcasting its regular transmission from March 23, 1995, it is the first radio channel in Pakistan providing live entertainment programs round the clock and promoting Pakistan music among the population, regular programs includes Urdu pop, Panjabi and western Music for younger generation, latest films hits for housewives, Ghazals & folk songs for listeners of all ages.

FM100 has gained immense popularity in a short span of time in the major cities of Pakistan i.e. Karachi, Lahore and Rawalpindi/Islamabad as it provide services in these cities. It has played a vital role in bringing about a change in their entertainment pattern but still needs some time and some efforts to immensely affect the radio listening habit of people. In Pakistan, the music played the dialogue and language used by the Djs, the conversation between callers and show hosts and the entire package and style of FM100 shows of a new generation of Pakistan that is coming. FM100 radio channel has touched the Hearts of radio listeners in Pakistan. And in just few months' radio is successfully attracting sizeable quality audience.

I have heard the station for more than one hour in three consecutive days. As I have heard the station at night i.e. after 10 pm, the program broadcasted is based on slow music because people don’t prefer loud or noisy music at that time. The name of the program is Khawaab Dareeche and it starts at 12 and ends at 3 am. The DJ or presenter is Athar Rizvi. This program is broadcasted from Monday to Friday. It consists of Ghazals and is based on Urdu literature. It’s a kind of talk show because people can call live and can share their own poetry or any thing related to Urdu literature. The audience can participate through calls or they can send messages. The requests for Ghazals are fulfilled. DJ is friendly and tries to play the requests of everyone. The main attraction of the program is this that the poets also call there and express their views and ideas about any issue being discussed in the program. It shows that they want to satisfy their listeners. And prefer them to participate as well.

The songs played are almost slow music Ghazals. This choice shows that the program is specifically broadcasted for the listeners who wish to relax their minds at night and want to comfort themselves with the rhythm and slow music. This also depicts that they have targeted the audience who is more interested in Urdu literature.

The message they are delivering, in my point of view is the right kind of message because they are trying to keep the audience attracted towards Urdu literature by comforting their minds. They have tried to create their image that they care for their listeners because broadcasting fast music program at this time of night was not suitable.

The ads broadcasted are mostly of all kinds. The ads of different products and services are broadcasted and they are mostly targeting the audience living in Rawalpindi and Islamabad because the network coverage of the station is limited to these two cities and some areas around them. So advertisements are mostly targeting the segments living in these areas. The ads of those products are telecasted most which are trying to position them and their brand in these cities. Their ads also consist of their promotional activities because they keep reminding the listeners and try to keep them update about their other programs and upcoming programs.

Mostly the listeners of this radio station are satisfied from this program because usually people who listens the music at this time try to comfort their minds and relax at this time. They don’t prefer loud and fast music.

But the negative point of the radio station is this that they should focus on Urdu literature in other programs, broadcasted at other days and time. They are also totally dissatisfying those listeners who prefer fast music. They should also consider that group because otherwise those listeners will shift to the other stations and programs as they will find it boring. Another weak point is this that they are not broadcasting that much ads as they can. It shows that its not high budget program. The DJ is felt usually sleepy as if he will sleep at once while talking or addressing the listeners. DJ should seem fresh.