In another attempt to break the clutter of mass show formats, Big FM roped in veteran actress Karisma Kapoor as an RJ for a major slot of their show ‘Big Memsaab’. Karisma will share her expertise on fashion and trends through interesting tips on her segment ‘Big on Style’. The show airs every day between 11 am and 12 noon across 31 stations of the radio network.
‘Big Memsaab’ was launched in 2007 and will be airing its sixth season this year. The show’s core target audience is women in their late thirties and early forties.
Commenting on the association, Tarun Katial, CEO, Reliance Broadcast Network Ltd (RBNL) said, “For women in the 25-44 years age group, Karisma is the first contemporary style icon they have known and loved. From the 90s till date, Karisma has kept effortless pace with changing times, setting trends on screen even as she has carved out her own personal style off-screen. A matinee idol, successful professional, respected colleague and dearly loved daughter, sister, wife, mother, daughter-in-law, friend, how Karisma juggles her myriad roles and still manages to look timelessly beautiful, is an inspiration to the women who yearn to infuse a bit of her magic into their lives.”
With the success of ‘Yaadon Ka Idiot box’ in the recent past, Big FM is betting high on ‘Big on style’. The network aims to make 11 AM time slot attractive not only in terms of Big FM listeners, but also in terms of attracting non-radio listeners.
“The idea is to go beyond our listeners, that is not only Big FM listeners but also category listeners, who do not tune in to radio a lot. We will have a 360 degree marketing campaign targeting the core TG across various platforms. We plan to tie up with RWAs, societies, associations and much more,” said Manav Dhanda, Network Programming Head, Big FM.
Big FM will promote the show through a multi-media marketing campaign across radio, television, outdoor, on-ground and social media so as to reach out to the prospective TG.
Karisma Kapoor will be the third celebrity entry on Big FM this year after scriptwriter, journalist, lyricist Neelesh Misra and Chef Rakesh Sethi. While the network is majorly trying to create differentiation for listeners, the success of the show is a major gamble for the network because listeners are no longer passive and are finicky about what they want to hear.
“Till now radio is recognized only for music. In the western world, talk radio is bigger than music radio, but again radio came around really late in India. It is evolving slowly. Players need to stop thinking that music is the end game, it is the bread and butter of the industry, end game is creating your unique own content which is not easily replicable and that is where the talk part comes in,” explained Dhanda.