And that's what we're really concerned about - what goes on air. Our carefully chosen program lists, relevant regional insights, attention to detail, top notch RJs, world class technicians and high end amenities are all built around the listener. And that's always worked for us. No wonder we have always been Kerala's No.1 station in listenership. Now the awards are coming around. New York Festival Awards, Mirchi Kaan Awards, Pepper Awards 2010 and Exchange for Media Awards. But to us, what matters is what goes on air, not what comes around.