Radio Ceylon - The Hindi Service

The Hindi Service

Radio Ceylon had a very lucrative arm - the Hindi Service of the station launched in the early 1950s. Millions of rupees in terms of advertising revenue came from India. The station employed some of the most popular Indian announcers who played a vital role in establishing Radio Ceylon as the 'King of the Airwaves' in South Asia, among them, Vijay Kishore Dubey, Gopal Sharma, Shiv Kumar Saroj, Vijaylaxmi and Manohar Mahajan. Sunil Dutt (who went on to become a film star in Bollywood), Ameen Sayani and elder brother Hamid Sayani though not hired by Radio Ceylon became popular by using Radio Ceylon for broadcasting programs like "Binaca Geetmala" (first broadcast in 1952) and "Lipton Ke Sitaare."

What captured the Indian listener were the film songs, the golden age of Hindi film music was in the 1950s and 1960s - Radio Ceylon was at the right place at the right time to reach out to the target market of millions of listeners - the station popularised the movie songs, including the talents of playback singers Asha Bhosle, Lata Mangeshkar, K.L. Saigal, Kishore Kumar, Mukesh, Mohammed Rafi, S. Janaki and others. This was a brilliant move by Radio Ceylon as Bollywood filmi music was banned by All India Radio and other Indian radio stations at the time. This led to increased listenership for radio programmes such as Binaca Geetmala. Radio Ceylon had a captive audience. The Binaca Hit Parade was presented by 'happy go lucky' Greg Roskowski, it was a countdown of English pop music beamed on the Commercial Service and the All Asia Service. Having heard the programme, Indian listeners flooded the station with letters requesting a count down of Hindi filmi songs and the idea of Binaca Geetmala was born.

Radio Ceylon also popularised the English songs of Indian popular musicians - they went on to score huge hits, among them Uma Pocha( Bombay Meri Hai ), Usha Uthup who has the rare distinction of singing Sri Lankan baila songs with ease and the Anglo-Indian star, Ernest Ignatius ( who went on to be a success in Sir Andrew Lloyd Webber's 'Bombay Dreams' in London ) had a massive hit, I Married a Female Wrestler, on Radio Ceylon.

The station was an advertiser's dream - thousands of jingles were recorded and beamed on the All Asia Service - from Lux soap to Coca Cola. Major brands queued up for their jingles to be broadcast over the airwaves of Radio Ceylon, such was the station's advertising power. Masterminding the revenue from India was Radio Ceylon's advertising agent, Hari Haran, from Radio Advertising Services.