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Fool’s Day pushes listener interactivity by 30% but negligible business for FM

03-April-2004
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Fool’s Day pushes listener interactivity by 30% but negligible business for FM

“This is Inspector Sherawat from Noida Police Station. Your lost car has been found. Kindly contact us soon,” a call like this for Manisha, who recently lost her new Alto, on April 1, from a Radio Jockey of a popular radio FM channel was the biggest prank ever played in her life. Incidents like hers marked the celebrations of Fool’s Day on all the FMs across the city. All phone lines to the channels were busy round the day and requests from people from all walks of life to play prangs on friends and family kept everyone at station on their toes.

A day like this increases listener interactivity by almost 30 per cent but as far as business generation is concerned it’s the festival seasons, which the advertisers fancy.

Asha Ambike, Marketing Manager, Red FM believes that days like Fool’s Day help in building brand loyalty. These days do enhance listener interest and interaction. However, when it comes to business generation these days are just like normal days. “The activities on these days are basically listener-oriented and aim to enhance listener interest and interactions,” she says.

Nandan Srinath, Station Director, Radio Mirchi, points out that Fool’s Day is celebrated just like V Day. There is an increase of about 40 per cent in listener interactivity. Business remains the same but programmes from morning till midnight keep listeners tightly hooked to their sets, he says.

Sumandra Dutta, CEO, Radio City, says that Fool’s Day keeps up the spirit of listener like V Day, Father’s Day etc. The association with the listener strengthens but there is no increase in revenue on these days. “Festival season is the best time for business,” he observes.

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