Disc Jocks unplugged

Francois St. Juste

RADIO and broadcasters are primarily responsible for the diet of popular music the public is exposed to ­ a diet which some feel is below par.

It is also felt that many of those who host radio programmes are unaware of the awesome responsibility vested in them. Some of the veterans in broadcasting believe something wrong is happening.

"The society expects much from those of us who hold the microphone. In the past, what the announcer says on air was taken as gospel. We have great influence on people's thinking," said Ed Wallace, programme director at KLAS FM.

Wallace believes some radio stations have abdicated their responsibility to the public because of casual changes over the years to the personnel who sit behind the microphone. "Radio stations have handed down their responsibility to the public 'spinners', who play records on the air without listening to them before," Wallace added.

'Spinners' include current and guest radio hosts, many of whom are primarily sound system operators and party players who are not normally formally trained broadcasters.

Henry Stennett, programme director at Radio Jamaica Limited, said RJR 94, with its 50 years of broadcasting has a special responsibility to its listeners. "We have to recognise that we are in the homes of approximately three million people daily. Those of us who are behind the microphone need to clean up their acts, not only the lyrics but their attitude to the business of broadcasting," Stennett said.

Record library

In the past all records played on air were taken from the station's record library, but this has changed. The radio station now brings in 'spinners', who take in their own records, and they are not sent to the library for approval, however they are aired, said Stennett.

The changes, it seems have taken place as radio stations, seek to make their products more attractive to listeners ­ so some of the practices of the days of yore have been shelved or altered.

Francois St. Juste, executive producer of FAME FM, said that radio stations ought not to take chances with what they air. He said the monitoring of records for airplay should be done by people who know about music.

"In the olden days there was one central body which passes every record. And, this was because the volume of records to be played was extremely low. Nowadays, much more music is being aired," St. Juste pointed out.

The volume he suggested, means the sifting of the good from the bad is not that simple. "Although it's my responsibility, not all songs are approved for quality and content." St. Juste, however, said, guidelines are set and if blatant disregard is shown to the public, disciplinary action is taken.

"FAME, continues to deviate from the traditional and monotonous path. The station continues to present a mixture of music. Spinners were brought in at a particular time, when it was felt that shows needed more variety and to assist in spreading the vibes. FAME announcers are aware of laws governing broadcasting and endeavour to work within the guidelines," he added.

The guidelines for public broadcasting outlined in Section 30 of the Proclamations, Rules and Regulations governing broadcasting states: "... no licence shall permit to be transmitted...any statement concerning, comment upon race, colour, creed, religion or sex of any person which is abusive or derogatory, any portrayal of violence which offends against good taste, decency or public morality."

But the Broadcasting Commission, by its own admission, is really not paying close attention to what is happening on-air in Jamaica. "Lack of resources to do regular monitoring of radio has hampered the operations of the Broadcasting Commission", said Jackie Jackson, information officer at the Commission.

Ms. Jackson said the public's views are encouraged and those reports are investigated. The airing of profanity, she said, is the most popular breach. Between April 2000 and March 2001, 13 complaints were heard about programme content and broadcast services. Ms. Jackson said: "Investigations showed that four were breaches of content standard. One was a violation related to a rap song containing profanity heard on radio."

Disciplinary action

None of the radio station programme managers were willing to speak about specific disciplinary action that has been taken against broadcasters.

Mr. Stennet said: "We do set guidelines for broadcasters/disc jocks to adhere to. We also have meetings and counselling sessions when mistakes are made and if the problem continues then strong disciplinary action can be taken".

Brian Schmidt, marketing manager at IRIE FM, said his station does not have a spinners problem. IRIE, he says, is a bit more liberal than others in the market. "The station allows disc jocks to bring their own records and supplement this with records from the library. Guidelines are set and when there is a problem of interpretation the station has the last word."

Schmidt maintains that general broadcasting standards have not changed, only that what was considered profanity is not so any longer.

Substandard

Yet like Wallace, Fae Ellington, a veteran broadcaster of both radio and television, thinks much of what is being aired as music is substandard. "I feel managers of radio stations need to listen more, there should be some policy about what music is played on the air. The media I believe is responsible to a great extent for much of the existing decay and ills of the society," Miss Ellington argued.

Miss Ellington maintains that screening of music aired is crucial and all ought not to be left to the disc jocks' whim or fancy. "Sometimes they (the songs) are listened to before airplay, but the values are not there. Some disc jocks in order to be popular, feed our listeners with crap," she said.

With all this debate going on however, and the perceived impact radio is felt to have on society, many popular disc jocks are confident that they are doing a good job.

Jerry D, host of the popular programme The Jerry D Show on Radio 2, suggests that he is well aware of his responsibilities: "Some programmes call for sobriety and a varied approach to communication, depending on the target audience -- uptown and downtown. We must know our public and communicate with them accordingly," he said.

Gerrard "Gerry" McDaniel, freelance broadcaster with more than 16 years experience, has a guiding principle in deciding what he does on air: "I am a visitor in one's home or office. A visitor has only as much power as the host allows."

"My programmes are well rounded. My play list is guided by experience and conscience. I provide my own records for my show. However, records which appear controversial, go through a panel or my director. I really try to find out what moves the present generation and in the process find the equilibrium between what they like and think," said the Vibe Master "Jerry D".

Collin Hinds of FAME FM believes disc jocks: "set the pace for popular culture. If we take a certain slant people think that's the way to go". So while Mr. Hinds also agrees in having broadcasting guidelines he insists that the ones behind the microphone on air are: "pace-setters and determine what people listen to."

He added: "I am aware of the parameters in terms of what is suitable for air."

Gerry McDaniel, who hosts the Platinum Planet, Sunday afternoons on RJR, says he is careful not to become a bore to his listeners. He brings to the table the essence of his own life experience, making suggestions and perspectives.

"I try not to descend to mere drivel, yet to be sufficiently light hearted to remain in good humour. I endeavour to conform to basic codes of social decency," he said.

Paula-Ann Porter, who hosts FAME FM's afternoon programme On The Inside, said she plays a combination of music from her collection and the station's library. "Disc jocks have an awesome responsibility, it's not only a job, but catering to a wide cross section of people. Although, we do not act as parents for kids, we should be aware that they are part of our target audience. We cater to the hip -hop market and we have to display responsible behaviour. We try to play what they want to hear but stay away from profanity."

Miss Porter said she is very sensitive of the existing mood of people and plays music which does not encourage disrespect to the state or degrades women. "I steer clear of violent lyrics and that which focuses on material things. Instead I play music which fosters cultural awareness."

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