The twin cities of Hyderabad and Secunderabad will hear their favourite lingo on AIR’s FM station from October 1 in the form of DC Interactive’s (DCI) ‘Radio Biryani’. From 5 pm to 7 pm, DCI hopes to capture the imagination of Hyderabadis through a content mix of Telugu, Hindi and English, and a fourth language – ‘Hyderabadi’. This marks DC Interactive’s foray into radio.
Speaking to exchange4media, Vijay Marur, CEO, DC Interactive, said, “We have been looking at FM for some time. Hyderabad does not allow us the option of starting a private FM station now. We are starting off with a time band from AIR, with content created by us.”
Stating, that for the size of the Hyderabad market (which has a smaller advertising spend compared to some other metros), the cost of acquiring a license should match its potential, he added, “We are definitely in the game. If the numbers work, we would be the first to get into the field.”
The tie-up with AIR is for three years. And the promotions for ‘Radio Biryani’ will start from September 20. With 70 per cent of the resources available in-house, a hunt for RJs saw over 1,000 entries, of which over 300 would be called in for second round of auditions. Proof, perhaps, that FM radio is begging to get ‘alive and kicking’ in Hyderabad.
DCI is also foraying into the Dubai FM market, where it has entered into a tie-up with a local FM station and picked up a five-hour slot. This slot will start airing from December 2, if things work to schedule.
Explaining the rationale behind it, Marur said: “Dubai has its maximum number of expatriates from India, of which the second largest group is that of Telugus, who closely follow Malayalis, in number. The laird largest group is a mix of Pakistanis, Bangladeshis and other Indians, who love to hear the Hyderabadi sound. There is a good market.”
For ‘Radio Biryani’, the content menu will include music, talk shows, and stand-up comedies, served with a ‘Hyderabadi’ flavour. The name of the slot is representative of the theme, and the content providers are confident of getting the mix right.
Marur indicated that this pilot project might see the light of day in other cities as well. “We are fairly confident that this will succeed. We are not looking at channels across the country, but we can ride on other channels with similar arrangements. A natural extension is possible in all markets where the Asian Age and the Deccan Chronicle are present,” he added.
From October 1, the content from ‘Radio Biryani’ will be made available through Deccan Chronicle’s website, www.deccan.com. Through this, it hopes to cater to the US and other international audiences.
Over the last one year, an audio link had been running on the site with a one-minute joke, the response to which had been encouraging enough to introduce the web radio version of ‘Radio Biryani’, added Marur.
The FM radio market is getting spicier indeed.