Popular radio jockey Balaji is working on creating short videos on contemporary issues, which will be uploaded on his YouTube channel, ‘Panjumittai Productions’.
So far, he has uploaded two videos, completely different in their content.
The first video, captioned ‘Kai Phone Video 01: RJ Balaji’s Biriyani!!!’, features the RJ distributing parcels of biriyani to the poor on the road. The video seems to be a spin-off on the famous ‘Ice Bucket Challenge’.
“While efforts such as Ice Bucket Challenge are great, it’s difficult to sustain it for more than a week, after which people will forget it. I thought distributing biriyani packets to the needy would give them instant relief,” he says.
The second video, titled ‘Kai Phone Video 02: RJ Balaji’s 501 Views Success Party!!!’, is a satire on the so-called ‘success parties’ hosted by film-production houses to celebrate the apparent box-office success of their movies.
Making fun of the trend, RJ Balaji, in the video, celebrates the success of the first one getting ‘501’ views on YouTube. “When Alia Bhatt sportingly made fun of herself, it showed that stars in the north are loosening up. If you are being made fun of on the Internet, you have to embrace it because you can’t stop people from talking about it. Producer Dhananjayan agreeing to be a part of the video is a starting point in Tamil Nadu,” he says.
As a radio jockey, RJ Balaji says, he ventured into creating video content because he wanted to be on all mediums. “As a media person, I want to be where people look for content. So far, I have only uploaded my work on Sound Cloud. Now I want to do it on YouTube as well,” he says.
While people in the west have taken to creating content exclusively for Internet, we are still lagging behind, he adds. “Most of the video content we consume on the Internet has been made for television. Only short films are made for consumption on the Internet,” he says.
RJ Balaji, who has shot these videos on his mobile phone, says that he will make them as and when he comes across issues that affect him.