--> Ameen Sayani preferred to be on Radio than on TV: Shashi Sinha

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Ameen Sayani preferred to be on Radio than on TV: Shashi Sinha

Shashi Sinha, CEO of IPG Mediabrands, India, who had worked with Ameen Sayani for over six years on ‘Binaca Geetmala’, shares his memories of the iconic radio presenter

by Shashi Sinha
Published - February 21, 2024
2 minute To Read
Ameen Sayani preferred to be on Radio than on TV: Shashi Sinha

I was shocked and heartbroken to learn that Ameen Sayani, the iconic radio personality, is no more. Still not able to believe that he is gone, especially since only a week ago his son Rajil met me at the MCA to discuss his autobiography.

Rajil wanted me to share the memories of those years while we worked together. It was 1986-87 and I was working at Ulka. All India Radio wanted me to work with Ameen ji as producer of the popular show Binaca Geetmala. Binaca (later Cibaca) was our client.

Nitin Karkare was an account executive at that time and I was the group manager. The show was already quite successful and hence we were excited to work on the show. This partnership continued for six long years during which I became close to Ameen. He was a man of principles with a golden heart, a rare combination even now.

That was the time when television became quite popular in India. TV offered better ad revenue than Radio. I suggested to him that we should take ‘Binaca Geetmala’ to Television. He was not convinced even after much persuasion.

When I asked why he was so against the idea of going on TV, he told me with a smile, “Shashi, I am a man of principles. I don’t chase money. Let's keep the mystique of my voice on the radio only. Besides, my teeth are not so good, so I would not look good on screen.”

He could have the first mover advantage by switching to TV, but he refused to do so. Though he came on TV after many years.

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