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Fever 104 FM on an Epic path with Ramayan

Fever 104 FM on an Epic path with Ramayan

Author | exchange4media Mumbai Bureau | Friday, Oct 15,2010 8:31 AM

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Fever 104 FM on an Epic path with Ramayan

With Dussera being celebrated all over the country, Fever 104 FM has put together for its listeners the Epic of all time – the Ramayan. With veteran artistes like as Naseeruddin Shah (Raavan), Anupam Kher (Dashrath), Om Puri (Kaal), Ratna Pathak Shah (Manthara) and Jayati Bhatia (Kaikeyi), the entire initiative is all set to be a complete theatre of the mind for radio listeners.

The very first episode of Ramayan was aired on October 8, 2010 at 7 am. There are over 200 Indian artistes who have lent their voice for characters in Ramayan. The series, which will go on for six months, will span 120 episodes of five minutes each and a special compilation on weekends. The show aims to set ‘appointment listening’ for the first time in radio history.

Speaking on the initiative, S Keerthivasan, Business Head, Fever 104 FM, said, “Ramayan is a timeless classic and an integral part of our culture. With the Fever Radio Ramayan, we at Fever 104 FM are trying to tell its tale in an interesting and innovative way and platform. We will continue to add such novel content to our programming and offer to provide the best of entertainment for our listeners.”

Targeting the youth, this production has hit it right gauging several positive testimonials from listeners. In the web world too, Facebook has seen over 3,000 people joining the Fever Radio Ramayan page. What is interesting is that around 2,200 people joined after Ramayan hit the airwaves.

With ‘Did you know?’, ‘Ramayan Quiz’ online, people have been participating both on Facebook and Twitter, with the FM station announcing the winners of each stage online. The status message/ tweet reads the names of the winners from time to time.

‘Slay Raavan’, a game developed as part of this initiative, has become popular too. The game lets gamers be either Ram or Laxman and kill Raavan and his 10 heads with a wide set of arrows.

As part of the Radio Ramayan initiative, Fever 104 FM had also launched a ‘Ramayan Voice Hunt’, where listeners were asked to come and audition, thus giving them an opportunity to lend their voice for Ramayan and rub shoulders with the starcast behind the mike.

Keerthivasan added, “The ads appeared in all HT Media publications and were aired on Fever as well as part of the promotion. Hoardings have been put up near high footfall areas in Delhi, Mumbai and Kolkata. This series of Fever Radio Ramayan will be aired only in three out of the four cities that Fever operates in. For Bangalore, Fever is planning a Kannada Ramayan, which like its Hindi counterpart, will feature top Kannada actors.”

He further said, “There was also a ‘Temple activation’, where Fever FM played the episode for devotees in select temples in Delhi and distributed Fever Radio Ramayan ‘puja’ kits. Apart from the temple activation, Fever also went to the various Ramleelas in Delhi. As the lights of the festive season come up and the pandals colour up the streets, Fever Radio Ramayan is also making its way to these celebrations. We have been playing out Ramayan episodes at these pandals.”

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