Though Mumbai is yet to see the heavy downpour of previous years, FM stations in the metro are prepared this time and are leaving no stone unturned in coming to the aid of their listeners with several ‘monsoon care’ initiatives – be it dropping people at their destinations or reporting about floods and even distributing umbrellas.
Big FM has tied up with the BMC, BEST, Mumbai Traffic Police, the Railways, Netwinks, ambulance service 1298 and Topsline Security Service to provide updates on flooding in various areas, weather, traffic, emergency numbers, and so on.
Himanshu Shekhar, Regional Head - West, Big FM, said, “While a large part of content on radio is music, utilities and updates form a very critical aspect of stations’ offerings. The local populace is connected to radio even when on the move. We have tied up with very credible organisations and Mumbaikars to ensure our listeners get accurate information at their time of need.”
Radio City’s breakfast show, ‘Kasa Kai Mumbai’, has launched an initiative, wherein if one is stuck during heavy rains and is unable to reach their office, home, college, etc., then ‘City Taxi’ would come to their rescue. Listeners can avail of the service by dialing a number aired on the breakfast show, following which RJs Archanaa and Salil would arrange for the ‘City Taxi’ Service for the listeners. Listeners who are unable to avail of this service in the morning can get still be dropped at their homes from their offices by calling up the FM station during the evening show, ‘Joyride’.
Radio Mirchi plans to turn the monsoon into a celebration by offering hot pakodas and tea at select offices and homes. The FM station would also introduce an on-air character called ‘Mirchi Mendak’. This apart, there will be on-air contests from time to time where listeners can win prizes. Radio Mirchi has also introduced ‘Mirchi Rasta Reporter’, wherein listeners who are on the move can call and report about flooded areas, traffic jams, or any other problem areas in the city during the monsoon.
Fever FM has initiated a ‘Non-stop Chatri service’ aimed at rescuing people stuck in heavy rains, be it on the road or railway stations, etc. This three-week initiative is concentrated on areas that are the most vulnerable during monsoon. Neeraj Chaturvedi, National Marketing and Promotions Head, Fever FM, said, “Fever FM has always taken initiatives to participate in the daily lives of our listeners, adding value through our music or such initiatives which help serve our listeners.”
FM stations out to Mumbaikars’ rescue during monsoon