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Now, radio takes the reality route

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Now, radio takes the reality route

Radio a dynamic and ever evolving industry believes that there is always a need for fresh, innovative content. Staying relevant and topical to the listeners; customizing and differentiating their offering for various markets are what the industry is now focusing on.

It is observed that radio has the ability to match the tastes of the discerning audience almost instantaneously. They are tweaking the existing programming formats, introducing entirely new reality based formats, and thereby is creating innovative content to meet their listeners’ varied desires.

For instance, BIG FM recently launched its reality show property ‘Chipak Ke Jeeto’ .The show is one of its kind introduced by any radio channel which is the ultimate test to a person’s endurance. Its first leg hosted in 2007 saw the winner take home the then newly launched Hyundai i10 and this year, the show comes back, offering marketers an excellent platform to engage people just the way they like it – through touch, see and smell. So Chipak ke Jeeto this year will go beyond radio and on-ground and will also go on TV, Online and Mobile.

Besides Chipak Ke Jeeto BIG has also done two other shows like Sing with Sonu and Mimicry Talent Hunt Asli No.1. Sing with Sonu was held across 5 cities, Mumbai, Delhi, Bangalore, Kolkata and Chandigarh wherein, one lucky winner from each city was in the spotlight and shared the stage with Sonu Nigam at the special concerts organized by BIG FM.

The reality fabric is certainly attractive from an advertiser’s perspective, since it creates a differentiation and involves participation. Red FM also does various shows on Reality Fabric
Panky Bana Pinki dealt with what a woman faces in the city on a day to day basis. Red Mike RJ dressed up as a girl and visited various places in the city in the evening and had the most horrendous experiences with men propositioning him and making inappropriate remarks and gestures. All this got captured on air and raised a very valid question on the supposedly cosmopolitan state. Jasoos – Naukri sting was another interesting reality fabric which was done about the Job racket that a lot of people in the city are running and was extremely successful. With 2-3 such reality segments a year, Red spends about 20% of the annual marketing budget on shows like these.

Radio City, on the other hand, has adopted to musical reality show formats. Musical-E-Azam was a property that introduced live concerts on radio as a format. Last year,the show had 29 artists performing live and unplugged for the first time ever on an Indian radio. Radio City Super Singer again set a local platform for budding singers to be catapulted to fame on radio. Radio City is one of the few channels that uses digital medium as an integral part of its promotions especially through its all-inclusive mega music portal

With innovation & clutter breaking campaigns Radio shows like the ones mentioned have served as one of the biggest platform for brands to leverage. Advertisers have now found an appropriate platform to connect with audiences through these show formats.

Our typical marketing budget is usually 10 per cent of the topline spend

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