The interactive programme, 'Suno Aurr Lakhpati Bano' on Radio City claims to have received over one crore phone calls in the first month of the launch of the programme. Launched on October 7, the game show asked questions on air every hour from 8AM to 5PM, where listeners were able to participate and answer questions via telephone and SMS.
Says Sumantra Dutta, COO, Radio City. "Star has taken the successful game show format from television to radio, extending the reach with our audiences across different media. We at Radio City believe in creating value for our listeners and creating benchmarks in the new FM radio industry." He further adds, "The success of Radio City 91 FM Suno Aurr Lakhpati Bano is the result of a systematic planning coupled with large investments made in the programming area to raise the expectation of what consumers and advertisers can expect on FM radio. This will unleash the true power and reach of FM radio as a media choice for advertisers."
According to Radio City, this response is the result of simple mechanism of the contest, which encouraged continuous listening thus building habit, with questions - and opportunities to win - on the top of the hour every hour, and a live draw every night for the day's super bumper winner.
The contest gives an opportunity to hourly bumper winners to get Rs 1,000 and a chance to get selected for the 9 PM super bumper draw. The selected super bumper winner is then asked three questions and with each correct answer the winnings go up 10 times, up to Rs 100,000.
exchange4media has reported earlier that Radio City is all set to draw curtains on the programme this week and that internally, Dutta and his team is debating whether they should end it this week or continue it for some more time. But with this phenomenal success it looks like it will be a tough call for Dutta to end this show this week.