In this commercially sensitive world, radio and television programmes that go on air sans advertising is rare.
But New Zealand has shown the way with ‘Ad-Free’ days on Christmas and Easter; and Radio Tarana has extended that self-imposed restriction for an entire month.
Even at three hours a day, the advertising revenue lost for an entire month would work out to 180 hours equivalent to more than a week.
“But we would like to foster the spirit of the Holy Month of Ramadan. When thousands of our brothers and sisters in the Muslim community abstain from food and beverage from dawn to dusk and abstain from many other worldly pleasures, it is our privilege to be with them as a station that shows compassion and solidarity,” Radio Tarana Managing Director Robert Khan said.
The three-hour Sheri programme, broadcast from 3 am to 6 am throughout the Holy Month of Ramadan, has come to be respected as one of the most solemn items on the Radio Tarana calendar, with every member of the staff understanding the true spirit and purpose of fasting.
In fact, Pawan Rekha Prasad, who hosts the programme arguably knows more about Islam, the Holy Quran and its teachings, more than most non-Muslims.
A Hindu woman hosting a religious programme, so sacred to Muslims is itself an embodiment of the Islamic faith: that one need not be a born Muslim or for that matter even a Muslim to understand, appreciate and perhaps follow its teachings.
Ms Prasad is one of a kind in the community.
She observes the strict “no-food, not even water” rule as she sits in the studio talking to people and taking their opinions and experiences.
“Bayans (speeches) by Maulana Imtiyaz Voda (Onehunga Islamic centre), Maulana Mohammad Patel (Masjid Umar Mt Roskill), Maulana Faiyaz Ali Khan (Toorak Masjid, Suva, Fiji), Mufti Siddiqui (Jame Masjid Al Mustafa, Otahuhu), Javed Malik, the late Shuja Karmani Khan, Qari Haji Ahmad, Maulana Daud Khepi (UK), Hafiz Musa Patel (Lautoka Jame Masjid, Fiji) will be among the highlights of the three-hour programme.
“Maulana Khalil (Masjid Umar) will answer questions from readers on all aspects of Islam, the Muslim way of life and the Holy Month of Ramadan,” she said.
As a part of community link-up, she would call people in India, Pakistan, UK, South Africa and other countries and speak to them on air.
“Sayeda, a cancer patient living overseas, has been a participant in our talkback shows during the Sheri programme over the past three years and I look forward to speaking to her again this year.
“Radio Tarana will also feature a live-crossover to Radio Fiji every day to enable our listeners in New Zealand to greet their families and friends in Fiji,” Ms Prasad said.
The Sheri Programme has been designed to involve children for whom a Quran Tilawat (Recitation) and Question-Answer session will be held.
Ms Prasad said all participants will receive a Certificate of Participation as done in the past years.
Mr Khan said positive people’s interaction would be at the core of the programme, interspersed with teachings from the Holy Quran and messages from various Islamic organisations.
The radio station has strengthened ties with the Muslim community with the BBC Urdu News Service and the Voice of America Urdu Radio Service, he added.
“The Ramadan Special will incorporate live cross-over to a number of centres around the world, including Mecca in Saudi Arabia, where prayers are constantly held,” Mr Khan said.
