Power FM beefs up marketing initiatives focussing on events

Power FM beefs up marketing initiatives focussing on events

Author | exchange4media Kolkata Bureau | Monday, Dec 13,2004 8:19 AM

Power FM beefs up marketing initiatives focussing on events

Leading radio station Power 107.8 FM is beefing up its marketing initiatives emphasising heavily on events. Catching up the universal spirit of music, the radio station penned a catch-line, ‘Music without frontiers’ and began a series, ‘Power FM Music Files’. The first chapter of the initiative brought in some of the upcoming rock singers to Kolkata from across the world on December 11. The evening saw Punjabi rock singer Rabbi Shergil, Canadian bhangra band Josh and Pakistani troupe Fuzon performing in Kolkata for the first time.

“Kolkata has always been deprived of typical rock music,” said Partho Mazumder, Station Manager, Power FM, Kolkata. “All these artistes are young and are big hit on Power 107.8 FM. We wanted to offer the discerning music lovers of Kolkata the taste of Indian rock music,” he added. The group is also planning to promote the initiative as a platform for the young and upcoming artistes.

Calling the endeavour as a step towards strengthened marketing initiative, he shared that the station was planning to come up in a big way with lots of events of this kind. “We are working out plans to host below-the-line promotions on a regular basis and boost our consumer connect through events like this,” he mentioned. Power FM is in the process to bring to Kolkata the famed Danish rock group C21 in February 2005. Mazumder said, not only musical events, lots of new concepts would be grounded to take on the competition posed by Radio Mirchi and Red FM.

Power 107.8 FM identifies itself as a radio station for the below-40 age group, targeting the SEC A listener category. As Mazumder claimed, the station plays primarily Hindi music of ’90s and contemporary western music. The group is planning its next initiatives focussing on the music-mix it offers. “Such events and initiatives help us get new listeners and there is an obvious growth in the time spent listening to our programming,” he observed.

Talking on the aspirational sides of the station, Mazumder said, “Listeners of Kolkata are cult-crazy. If someone likes Bob Dylan, he would hardly move to Jimmy Hendrix. The same way, we want to build a cult around Power FM.” The station is constantly into studying the listenership pattern of the city and claim to have a clear and well-defined programming structure. “We never get into mix-and-match kind of presentation. We are very clear about the kind of music we should play and firmly stick to that,” the station manager claimed.

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