At 7 in the morning, his animated and enthusiastic voice can be heard on the radio. Khalid Malik’s Breakfast Show on City FM 89 has been trusted by many to put them in an upbeat mood.

What is the idea generation process like for "The Breakfast Show"? "A day in the life of Khalid," laughs the RJ.

"Overhearing someone discussing something in a café, in a restaurant or in a family environment, or with a group of acquaintances or friends… I wonder if other people are talking about the same thing. That’s about it. The next day or at some point I discuss it on my show."

He then notes the ideas down on his smart phone and saves them for later use. Perhaps, that’s what keeps the show fresh and relatable.

"I’ve noticed that when I started in 2007 to now, I feel like myself and other presenters have been able to educate the listeners to interact with the presenter and not to feel so shy about it. Listeners now are much more pro-active when it comes to participating -- even if it’s calling up and sharing something personal about their lives. It’s something that they are comfortable doing but that’s also because whosoever is the presenter has made the environment comfortable for them to be in," he opines.

"People listen to radio in cars, on phones - there are mobile apps now so people abroad are also tuning in. So, while the audience is specific because you’re dealing with a specific demographic, it’s become so general now."

Commenting on the value and significance of radio today in terms of reach, Malik says, "A lot of advertisers have now invested money into radio as a medium because they see it as a legitimate avenue for advertising so they set aside a budget for radio advertising."

"When I first started radio abroad, I didn’t have foundational training. (In Pakistan, I don’t think you’re required but abroad you are.) When I liked what I was doing, I decided to then go ahead and get some foundational knowledge and understand the medium. How the mic is, how the audience listens in, how a presenter should be, etc."

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"If it’s something you want to make into a career -- then whatever your passion is -- I always say that you must undertake some kind of education so that you are a little more aware of what you’re dealing with. Everything else comes on the job," he emphasises.

"I am a morning person, by the time the show finishes -- midday or so, you should see me then," he chuckles. "Every morning, I feel I have a responsibility. I am there; focused a hundred per cent -- solely on the listener. Where does it come from? Well, from the love of radio."

"A lot of the time you see now that presenters come without preparation -- more common with the new lot. For them, it’s just ‘come, talk and go’. But that’s not what radio is about -- it requires attention and nurturing. You have to be very motherly with radio," he adds.