Big 92.7 FM, the radio property of Adlabs Films, recently completed a month in Mumbai, and has also started broadcasting from Jammu, Srinagar and Aligarh recently. With this, the station now has nine fully operational stations on air across the country. In Mumbai, the radio station has been facing serious competition from the FM players there. Hence, in a bid to widen its listener base, Big FM has launched several new shows over the weeks.
Speaking on the new properties – ‘Seher’ and ‘Nakli No. 1’ – Anand Chakravarthy, Head-Marketing, Big FM, said, “There is a lack of devotional content on radio and we feel that our listeners would like to wake up to the tunes of bhajans and aartis through ‘Seher’. We are also looking at tying up with Mahim church and other such institutions to broadcast their events, on the lines of the live aartis of the Siddhivinayak temple that we are covering. As audio is radio’s strength, we strongly feel that mimicry is one of the best forms of entertainment to put across to our listeners. Moreover, there are no similar properties on air in any other station, hence, the show ‘Nakli No. 1’.”
Talking about the marketing initiatives for the new stations, Chakravarthy said, “Big FM has lined up an advertising and marketing budget of Rs 45 crore across the country until March 2007. The money will be distributed across the various Big FM stations according to their revenue generations. We have made use of all traditional media, below-the-line activities as well as have used cable and cinema spots. In Aligarh, we have tied up with dhabas and have provided branded radio sets to them, which will exclusively play Big FM on it. We are also on the process of associating with the Aligarh University to provide customised content for its students.”
Chakravarthy also stressed on the need of word-of-mouth marketing for the station and cited the example of RJ Aniruddh broadcasting from different places across the city from the station vans, which doubled up as promotional vehicles for the FM station. The station’s latest property, ‘Sone Ki Baarish’, which will be providing contest winners with gold coins every hour, has been conceptualised to ensure brand recall as the answers for the questions on the show will be ‘9’, ‘2’ or ‘7’.
When asked about the clutter-breaker for Big 92.7 FM, Chakravarthy replied, “Our differential products will take us ahead of the competition and with this, we aim to increase the number of our listeners. We feel that to stand out amidst the crowd, we have to provide our listeners with content relevant to everyday life.”
In the wake of recent movie collaborations, Chakravarthy felt that Big FM would go for these only after evaluating the benefit for the channel from it and only if the film’s music was great. Overall, Big would be choosy about entering into collaborations with movies, he maintained.
With a fairly substantial budget and other innovative marketing initiatives, Big FM has been trying to give players like Mirchi, Red FM, etc., a run for their money. But will these new shows and ‘big’ expenses increase the number of listeners? Only time will tell.