The FM game has begun for the Bhaskar Group, which otherwise commands a significant presence in the print segment with its publications, Dainik Bhaskar and Divya Bhaskar. The Group’s foray into FM is through Synergy Media Entertainment Ltd, a company that will focus on new media ventures. The FM operation for the Group has begun from the Jaipur market, which went Live on May 28, 2006. The FM station is branded as MYFM.
According to the Bhaskar FM officials, the ‘MY’ in the name propagated the basic premise that radio was a one-to-one-mass media vehicle and that the medium was consumed at an individual level.
Saurabh Bhranar, National Programming Head, MYFM explained, “We have focussed on taking global leanings and relating them with the city realities and cultural nuances to develop what we believe is the right mix for the audience. We believe that this will allow us to create loyal listeners.”
Bhranar also felt that the team of RJs with MYFM was the right mix for the city. He said, “They are a mix of talented people who have a hunger and a charge to do the best. They are all experienced with a good understanding and empathy building attitude with the masses.” Bhranar is supported by the team of Aditya Khausal (Programming Head – Jaipur) and Sakshi Verma (Programming Head – Chandigarh).
Speaking more on the Jaipur experience, Bhranar said, “Within just half an hour of launch, the number of calls that we were getting was closer to what we were expecting a week down the line and that is good news. Also, we have been getting calls from all over Jaipur, the Jaipir-Delhi highway and so on, so the coverage and the signal has been fabulous too.”
He further said that the fact that MYFM was working from a full-fledged studio was already showing its benefits. “Unlike another operator here that is still working from an interim studio, we have gone on-air with a full-fledged studio. The team here is passionate about radio and are clear they want to make their mark. I think another month and the listeners will be vouching for this,” he asserted.
Giving the Group’s point of view on the FM venture, Sanjeev Kotnala, Senior GM, Brand Communication, added here, “Radio will emerge as one of the dominant support and interactive media vehicles in cities like Jaipur, Indore and Ahemdabad. These are the places where the C&S penetration is not high and culturally, music has been the backbone of any celebration. The potential of the medium is yet to be properly understood and harnessed by the advertisers. The medium allows for topical and tactical communication in a very non-intrusive interactive format.”
Kotnala draws attention to the point that with this move, Bhaskar’s ability to provide 360-degree solutions is enhanced. The FM venture will provide the group another mode of interaction with its readership base of 2.25 crore. Bhaskar Group’s newspaper operations pan out across Rajasthan, Madhya Pradesh, Gujarat, Chhattisgarh, Chandigarh and Haryana. In addition, the Group has its magazine. AHA Zindgai, ground activation company DB Aktivation, cable operations in five cities and interacts through the web and SMS formats.
As is known, Bhaskar has won the license to operate 17 FM stations across cities like Jaipur, Ajmer, Jodhpur, Kota and Udaipur in Rajasthan, Bhopal, Indore, Gwalior and Jabalpur in Madhya Pradesh, Nagpur in Maharashtra, Ahmedabad and Surat in Gujarat, Bilaspur and Raipur in Chhattisgarh, and Chandigarh, Amritsar and Jalandhar in the Punjab market.