Humming a familiar tune

At a time when television coverage rules the roost, HUM FM - the UAE's premier radio station - has made deep inroads in a hitherto unknown terrain with the live coverage of the ongoing ICC Cricket World Cup.

The results have been astonishing by way of the station gaining on the popularity chart - and well deserved too - considering the tremendous amount of hard work put in by the HUM FM team led by its owner, Shahid Jamal.

"The response from the UAE public has been tremendous," Jamal confirmed to the Gulf News from Port Elizabeth, where he has gone to join his crew for the semi-finals and final of the competition.

"Our experienced crew has done a marvellous job and it's so satisfying to have such a strong and positive feedback about the various promotions we've been running during this tournament," Jamal said.

And while the last four teams in the competition put it down on 'teamwork' and 'team spirit' to get their act together for such a fine progression in the competition, the crew of HUM FM is no different as they undergo similar exercises to make things 'happen' while covering the ICC World Cup.

"It is a splendid effort from all concerned. We've got a very professional team of commentators and they've been supplemented with some of the legends of the game including Pakistan's World Cup winning captain Imran Khan, Indian wicketkeeper Syed Kirmani and former Pakistan Test cricketer Haroon Rashid.

The commentary panel consists of Chishty Mujahid, Iftikahar Ahmed and Eric Gauder.

Mujahid, who predicted an Australia-India final, said that the radio in general, and the live updates promotion run by HUM FM is very popular in the UAE due to the passionate following of the game here.

"People need to be kept updated and that is what we are trying to do. It's such a popular concept that people of all nationalities tune in and listen," Mujahid said.

Sikander Bakht, the senior programme manager of HUM FM agreed that the radio holds a lot of relevance in the modern era. "The radio does have a strong relevance and following among all," insisted Bakht.

"Everyone has a radio and can access it any time. On the other hand, everyone may own a television, but he cannot sit in front of it all the time," he said.

Given this simple surmise, HUM FM has exploited the untapped areas in the UAE market and catered to the need of the listeners. "The listener in the UAE has changed over a period of time," Bakht said.

"When we first started, it was different as the listener would take in anything and everything offered to him. But he has become very selective and choosy now. He has matured a great deal," Bakht opined.