CRI’s growing Tamil audience

(Source: The Hindu)

S. Pandiyarajan was fiddling around with his shortwave radio set one hot summer evening at Villupuram, Tamil Nadu, when he stumbled upon a strange station.

At first listen, it was a language he couldn’t identify. It sounded like Tamil, but spoken in an accent he could not recognise. He listened on, straining his ears. To his surprise, he discovered that the voices were coming from faraway China.

“I could hear two Chinese people speaking in perfect Tamil!” he said. “And this was Sentamizh [classical Tamil], which you never hear anywhere, anymore, even in Tamil Nadu.”

That evening, Mr. Pandiyarajan became the latest member of China Radio International’s fast-growing overseas fan base. The station, run by the Chinese government, has, for more than six decades, been tasked with carrying news from China — from politics to arts and culture — to boost the country’s image overseas.

[…]Remarkably, CRI’s Tamil station enjoys the widest reach of all its channels. Its popularity underscores the quiet success China’s “soft power” push is having in unlikely locations. The Tamil station, which broadcasts every day from a modest 12th floor office, has more than 25,000 registered listeners — besides thousands of others who tune in casually every day — in Tamil Nadu and the rest of India, Sri Lanka, Malaysia, Singapore, South Africa, Germany, the United States and Japan.

The Tamil station started broadcasting in 1963. Since then, it has continued to beam its shows uninterrupted, building up an almost cult following overseas, with its fans even organising themselves into a network of listeners’ clubs.

[…]This month, the station invited the heads of some of its listeners’ clubs in Tamil Nadu to visit its Beijing headquarters, part of an effort to engage more with listeners.

S. Selvam, head of the All-India Listeners’ Club, said the station’s popularity was driven by its novelty. “The first thing that strikes you is, why are these Chinese people learning Tamil, and speaking perfect Sentamizh?” he said. “You think, if they are making such an effort, we have to reach out to them.”

Mr. Pandiyarajan agreed. “This is something completely new,” he said. “We have Villupuram Tamil, Chennai Tamil, Puducherry Tamil. But I never thought I would discover that there would also be a Cheena [Chinese] Tamil.”

Read the full article at The Hindu. Also, read about CRI’s broadcasts in the local US radio market.

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