Having created a record of sorts by setting up all its 17 stations in less than the stipulated time limit in the second phase, My FM is now looking at strengthening its presence in these markets with a new campaign – ‘Jiyo Dil Se’. The FM player is also looking at expanding to the metros in the third phase.
My FM, which is part of Synergy Media Entertainment Ltd, claims its USP to be being ‘very local’. This has helped the station to strengthen its bond with the listeners – understanding every detail, every intricacy of local life, with the station’s activities reflecting the listeners’ preferences and priorities.
Harrish M. Bhatia, COO, My FM, said, “The core mantra behind all our programmes is to enrich the lives of people and have them live life on their own terms to the fullest – Jiyo Dil Se. All our programmes are focused on the listeners, their dreams and aspirations, and the kind of entertainment they want. My FM has had several recent tie-ups like My FM and Century Ply Green Activities, Vodafone Campus Connect, My FM Rock n Roll with LIC and Sony, etc. These initiatives have been a great way of involving the listeners in interesting activities.”
“Prime time for radio and TV is definitely different, so we need to work at keeping listener attention during TV peak hours. Programmes at this time basically focus on listener participation that helps them keep involved. Although it is hard to compete, interactivity definitely helps radio score points over television,” Bhatia noted.
“In some states, we have more than one competitor. We believe that competition is with no one but with us. Another reason for our being way ahead of others is that the markets where we are present are mainstream markets for us, whereas for many other those are subsidiary or add-on markets. We have recently rejuvenated our stations with the ‘Jiyo Dil Se’ brand campaign and there are a number of on-ground and on-air promotions to support it. These include ‘Karo Dil Se’, ‘Rang Bharo Dil Se’, etc,” Bhatia added.
He further said, “We are a very young radio channel, so naturally our team is also very young and full of new ideas. They also have a feel of the pulse of the listeners, which mostly comprises youngsters. Apart from that we have a very strong team of ideators and we also conduct a lot of research, which helps in understanding the current market trend.”