snoozy

The recent sacking of popular US DJ Don Imus has shown that even the most liberal of countries has its limits. Is it the end of the road for DJs who thrive on shocks?

LOOSE lips sink ships. Does this apply to loud-mouthed, free-wheeling radio DJs too?

The case of controversial US shock jock Don Imus begs the question: In the race for ratings and the instinct to shock, how far is too far?

Imus, who has a long history of dishing out inflammatory remarks and getting away with it, was sacked for making a racist and sexist slur against the black members of a women's college basketball team on the air.

Soon, Imus' longtime producer-partner Bernard McGuirk was also given the boot for his role in the fiasco.

Imus' remark raised heckles throughout the US and the radio network was forced to apologise and act by sacking Imus.

The same thing, however, is unlikely to happen in Singapore.

Most stations follow a strict code when it comes to race, language and religion.

So what do their DJs do to shock?

Often, they fall back on sex. And sometimes, they go overboard.

There was outrage recently over a publicity stunt pulled by 987FM DJs Vernon A and Justin Ang on their Muttons In The Morning show.

They challenged four FHM Girl-Next-Door contestants to see who could remove their bras the fastest.

ONE THE NET

A video clip of the segment appeared as a podcast on the station's website and was later put on YouTube.

The Media Development Agency (MDA) is investigating whether 987FM had breached the Radio Programme Code after a listener complained that the stunt was offensive.

The code states that 'broadcasters must exercise sensitivity and programmes should observe standards of good taste and decency'.

Obscene or offensive jokes and comments, sexually suggestive and lewd dialogue and innuendoes are forbidden, and sexual stereotyping which can be hurtful and/or demeaning must be avoided.

MediaCorp Radio declined to comment and has also banned its DJs from speaking to the media on the controversy.

Account executive Irene Chua, 31, is hoping severe consequences will send out a loud message to the local radio industry to clean up its act.

She said: 'I have no respect for such so-called professionals who obviously don't respect others.

'They think they're so smart, but actually there's no higher-level thinking involved because they're gunning for the lowest common denominator.

'Someone should set an example of them once and for all so that they'll shut up and do their job - which is to play good music and not talk so much nonsense.'

FREEDOM

But freelance graphic designer Simon Tan, 25, feels that shock jocks should be allowed creative freedom of expression, otherwise the radio scene will be 'boring'.

'What's wrong with DJs standing out, taking risks and creating a talking point?'

Likewise, reactions from the local radio industry have been mixed.

Are shock tactics and controversial gimmicks the right way - or even the only way - to draw listeners these days?

DJs and radio bosses The New Paper spoke to feel it's not a method to be endorsed, but conceded it's one way to get noticed quickly.

Hubert Tang, veteran radio personality and assistant vice president of Radio 91.3FM, said: 'It's back to the mantra: Good or bad, publicity is still publicity. And face it, sex sells.'

LifeBrandz' executive vice-president Bernard Lim, the former general manager of MediaCorp Radio's English programming, added: 'DJs are always trying to go one-up on each other, to be different and to be talked about on everyone's radar.

'It's just the natural evolution of DJs. People have so many choices now, and it's harder for jocks to sit there and engage listeners unless they do something exciting.

'I always tell my DJs, it's easy to get attention on Orchard Road by stripping naked and running down the street.

'But if you dress sexily, everybody will look at you but you won't be arrested for breaking any rule.'

Artiste Sheikh Haikel tried to toe that line in 2004, but unfortunately crossed it.

He was a part-time DJ with 987FM, co-hosting the morning show with Daniel Ong, but was dismissed after making sexually suggestive comments to a listener.

The station was fined $30,000, while Daniel was suspended for a week.

Haikel said: 'I think (Vernon and Justin's stunt) is much worse than mine! What I did was nowhere in the same realm.

'We entertainers always try our best to push the boundaries and be original and creative. And admittedly, sometimes we go too far and pay a price.'

Margaret Lim, Power 98's programme manager-cum-DJ, advocates strict responsibility.

She said: 'My take is that whatever their personal views, DJs need to learn to keep them separate from their obligation as broadcasters.

'Everybody has a different threshold when it comes to what's okay to get high ratings.

'For me, too far is when you ask someone to take off clothing, or belittle them, be it race or gender.

'The challenge for broadcasters really is to come up with creative ideas and publicity stunts that do not cross the line and create unnecessary unhappiness.'

All of them agree on Singapore radio's sacred cow: No talk on race, religion, politics and homosexuality.

Sexy talk - not sex talk - can be acceptable, but only if it's done in a tongue-in-cheek manner.

Which is why Bernard feels that the hullabaloo surrounding the Muttons is an 'overreaction'.

Radio 91.3FM DJ Joe Augustin called it 'ill-considered but won't qualify as obscene', while Hubert termed it 'pretty mild, but can fall either way'.

Bernard said: 'Radio is the most experimental, cutting-edge form of mass media. Everything you say goes out live. Once it's out, it's out. There's no rewriting or editing.

'Most things are off-the-cuff, and that's where problems arise.

'However, consumers must realise at the end of the day, they have a choice. If you don't like something which goes against your principles or sense of self-righteousness, then don't listen to it.'

Haikel feels that what is deemed acceptable also depends on a DJ's target demographic of listeners.

But considering radio is a mass media platform, the DJ is also at the mercy of a vast and conservative public.

Vernon and Justin's biggest mistake, it seems, was putting their bra stunt on the podcast.

Joe said: 'Radio lets you go very far as the listener is the one who creates the picture or the scene in his head. But once you use a visual medium and take it out of his imagination, then he can find fault with it.'

Will punitive measures ensure that DJs tone down their exuberance in the long run?

Highly unlikely, it seems.

INSTINCT TO EXPLORE

Hubert said: 'Constant reminders will help, but people forget over time and everyone will want to start exploring the boundaries again.'

Joe said it would be 'a pity' if DJs get to the point where they think the 'rewards are not worth the risks' and become 'scared of saying anything'.

But Bernard added: 'For a while, the DJs will be frightened and morale will be affected.

'They'll be thinking, 'Oh no, let's just play music, read out song titles, do the weather and traffic report. Why bother to be interactive and clever'?

'But after everything dies down and the one-upmanship seeps back in, I'm sure it'll happen again.'

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Source : The Electric New Paper