Children are increasingly becoming influencers – be it in buying decisions, brand selections or content creation. Entertainment being a major connect with kids, Bollywood, television and radio are waking up to the latent potential. exchange4media speaks with some major FM players regarding their content plans for kids and realises that it is no child’s play.
Customisation and innovation are the keys for FM players like Radio Mirchi, My FM, Red FM and Big FM, while planning content for kids. These stations have organised a lot of children’s specials from time to time that have garnered tremendous response. These specials have been effectively used to drive kids to radio without eating away at their audience share.
My FM has ‘Mai ka Lal’, wherein kids anchor show for two hours according to their tastes and preferences. This show has two kids in the studio who talk about their experiences at school, share their preferences for movies and songs and also argue on various topics. They also discuss their hobbies, etc. ‘Mai ka Lal’ is on air in nearly all the 17 My FM stations.
Ritu Chhabra, Brand Head, My FM, said, “We have a policy of catering to all strata of the society, including children. Children are very talented and creative, there is only a need to harness their talent. They need to be really groomed and nurtured to inculcate a taste for good music and entertainment in them.”
“Another popular game show that My FM organised around kids was ‘Kya Aap My FM ke Paanch Bachchon se Fast Hain?’ It was run in April this year and was hugely popular as adults were grilled by kids with simple questions on general knowledge. It was aired on our Jaipur, Chandigarh, Indore, Bhopal, Raipur, Ahmedabad, Surat and Nagpur stations,” Chhabra added.
Radio Mirchi Delhi recently invited a gang of 20 kids to co-host a show with RJ Safia. The kids interacted with the listeners in their own unique style and had a gala time with the RJs.
Srinivasa Shenoy, Cluster Head, Radio Mirchi, said, “Radio Mirchi is the preferred choice for kids, young and adults. Through such special shows, we not only provide our listeners a chance to meet with their favourite RJ, but also enjoy fresh content. We will constantly strive to introduce such innovative concepts in future as well.”
Red FM finds children to be information providers as well. According to the FM player, kids looked at RJs as glamorous role models. Radio could appeal to kids if it had something to offer that connected with them directly, Red FM pointed out. The station had recently conducted a talent hunt for kids in the 8-13 years age-group. The station also believes that special talk shows for kids could make the content more interactive and engaging for kids.
Big FM officials admitted that they did not have any special programmes for kids. The programmes that the station airs are youth-focused. However, plans are afoot to come up with events and programmes targeted especially at kids.
Apart from this, Big FM Bangalore is the official radio partner for the Children’s Film Festival.