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FM stations wired for love this Valentine’s Day

FM stations wired for love this Valentine’s Day

Author | exchange4media Mumbai Bureau | Saturday, Feb 14,2009 7:11 AM

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FM stations wired for love this Valentine’s Day

Even as the moral brigade is threatening to put a spanner to all things Valentine’s this year, FM stations are singing their own Valentine tune and finding innovative ways to engage with their listeners.

Launched on February 12, 2009, Red FM is on the lookout for RJ Malishka’s biggest fan. For this, listeners need to send an SMS to the station if they think they are the one, and if selected, they have to complete the dare that Malishka announces on the show, every morning of the Valentine’s week. The biggest ‘Deewana’ would get to meet the RJ herself and also win various prizes.

Speaking on this initiative, Anuj Singh, National Marketing Head & Station Head, Mumbai, Red FM, said, “‘Malishka ka sabse bada dewaana’ is one such novel idea to give listeners a chance to meet their favorite RJ and win exciting prizes. The dares make it thrilling and we have received an overwhelming response from our listeners.”

Radio City, in association with Force India, is all set to race down one lucky couple this Valentine’s, F1 style, on an all expenses paid trip to the Malaysian Sepang Grand Prix. This also includes travel and stay in a 5-star luxury, a personal interlude with Team Force India and a stash of exclusive Force India goodies. To win, listeners in Mumbai, Delhi, Bangalore, Chennai and Hyderabad need to tune in to Radio City’s ‘Fast Love’ contest and take part to bag the prize.

Radio Choklate will play ‘Tate Mu Bhalo Paye’, an Oriya romantic play, on Valentine’s Day. This two-hour play will be aired on prime time thrice on February 14, 2009, which has been scripted and enacted by RJs Meethi, Som, and Monita, and conceptualised and directed by Programming Head Ira Mohanty, while audiography has been done by Khirodh.

Mohanty gushed, “It’s a masterpiece, as through the audio medium we have given the feel of a cinema, exactly like a Yash Chopra presentation, with appropriate cinematic emotions and appealing Odia hit songs, to touch the hearts of our listeners, young and old.”

Between the February 9 and 13, My FM played love songs from the 70’s, 80’s and 90’s through 2008, as well as the new releases of the year. The concept has been extended to February 14 as well, wherein My FM will play a lighthearted segment called ‘Love ka Baaja’, which is aimed to enthuse the listeners with the spirit of love for the country, for the heroes, for their loved ones and for themselves.

Harrish M Bhatia, Chief Operating Officer, My FM, said, “This Valentine’s Day, My FM wants to do something that reinvigorates the true spirit of love and bring its listeners closer to love in all its wonderful forms.”

Meanwhile, Radio Mirchi has launched its ‘Single Hai Ki Bachelor’ contest, where all the bachelors have to convince their favourite Radio Mirchi RJs that they are the biggest loser, but they still deserve to go on a date. Randomly selected five most innovative entries will get a chance to go on a luxury day long date on February 14.

Yatish Mehrishi, Cluster Head, Radio Mirchi, explained, “We have conceptualised the ‘Single Hai Ki Bachelor’ campaign around the Valentine’s Day. It is our attempt to provide a platform to all the spinsters to share their experience of being lonely in this season of love.”

Fever FM launched ‘Fever Romeo’ on February 11, wherein listeners can dedicate their choice of songs for their loved ones and the ‘Fever Romeo’, armed with his guitar, would sing out the request live just for the couple.

Gaurav Sharma, National Programming Head, Fever FM, said, “We at Fever FM have conceptualised the ‘Fever Romeo’ to make each of our listeners feel special and experience the joy of romance and love.”

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