Radio Choklate 104 FM, which currently has its operations in Bhubaneshwar and Cuttack, will soon broadcast BBC’s programming, specifically produced for India’s FM market. This will be extended to listeners in Rourkela once the station starts its operations there. Every hour, from 8 am to 8 pm, BBC will provide local audiences with its infotainment update – ‘BBC Ek Minute’ – taking listeners into the world of sports and entertainment.
Every Sunday, Radio Choklate will re-broadcast the award-winning celebrity chat-show, ‘BBC Ek Mulaqat’. Hosted by BBC World Service India Editor, Sanjeev Srivastava, the news-making programme brings interviews with India’s prominent people from the fields of media, films, business, arts and politics, showcasing the other side of celebrities’ lives and playing their favourite songs. Recent guests have included Sania Mirza, Jyotiraditya Scindia, Shubha Mudgal, Omar Abdullah, Ravi Shankar, Anil Kapoor, Dinesh Keskar and Govinda.
Commenting on the tie-up, Vineeta Dwivedi, India Business Development Manager, BBC World Service, said, “We are thrilled to extend our infotainment programming to Radio Choklate. Orissa, and Eastern India in general, is an exciting market where we’ve had loyal shortwave listeners for many years. With the launch of this partnership, our audiences in the region can now enjoy our new India-specific non-news FM programming, which has already proved to be a hit in metros like Delhi and Mumbai. Radio Choklate is a welcome addition to our partners list as we strive to make the BBC’s FM programming available on regional stations across India.”
Part of the Sambad Group, Orissa’s largest circulated Oriya-language daily, Radio Choklate 104 FM is the first local FM radio venture in Orissa and boasts state-of-the-art studio and recording premises.
Monica Nayyar Patnaik, Director, Radio Choklate 104 FM, said, “As ‘Odisha’s apna No. 1’ (Orissa’s own No. 1), we are a one-stop solution for any client in Orissa – print, FM, events, movies. So, partnering with the BBC will have a mutual benefit in terms of brand leverage, and we are looking forward to it. With the BBC programmes, our huge base of listeners will get a taste of the national scene.”
Our typical marketing budget is usually 10 per cent of the topline spend