FM radio players are all geared up for the third phase and are spending considerable sums to keep the action alive. Media analysts informed that the ad spends of key radio stations are in the region of Rs 20 crore on the modest side, which they are spending to make noise around the station itself and its various programmes. Radio stations have also been steadily pumping in money on their advertising.
Last few months have seen radio stations come up with a flood of innovative programmes and campaigns, be it for an IPL team or about making their shows livelier. exchange4media hears out the major FM players’ promotional plans.
My FM has lined up a host of innovative programmes and campaigns for its listeners throughout the year. Focusing most of its activities on listeners in the 15-35 age-group, My FM is planning to launch ‘My Family’ for listeners in Ahmedabad, Surat and Indore soon. Every hour, an RJ will play ‘My FM My Family’ with listeners who register with the station. The RJ would ask two questions related to local food to two different families.
In the first week of June, Radio One would have various activities around monsoon, even allowing listeners to predict the rainfall. ‘Bollywood Baadshah’, a quiz show on Bollywood is scheduled to go on air in August.
Red FM would be coming up with a morning show called ‘Jhootiya’. When asked about other upcoming programmes on Red FM, Anuj Singh, National Marketing and Station Head, Mumbai, said, “We have an exciting line-up of activities planned for the coming months, but it’s too early to comment on them right now. I would like to say, watch out for this space.”
Speaking on the forthcoming initiatives of Fever FM, Gaurav Sharma, National Programming Director of the station, reiterated that Fever FM was all about music. He added that many initiatives had been lined up throughout the year, and that humour would be a key ingredient in quite a few shows.
Taking stock: Some recent innovations on radio
Radio has seen quite a few innovations recently. My FM’s ‘My Ka Laal’ is one such programme that the station launched recently. Commenting on the show, Harrish M Bhatia, COO, My FM, said, “In this age of media boom, especially with the advent of private FM radio, a career as a radio jockey has gained much popularity, not only in the metros, but in smaller cities as well. However, most youngsters, especially in the smaller cities, are unaware about the industry as such. It is here that My FM has opened the doors for school kids in Chandigarh and Ahmedabad, where they are providing these children a sneak peek into the world of radio.”
Every month the station attempts to engage a big ticket idea in their markets to attract listeners and convert non-listeners into My FM listeners. Some initiatives include ‘Kya Aap My FM Ke Paanch Bacchon Se Fast Hain’, where the station introduced a radio game show involving kids’ audiences as well.
Red FM launched a cleanliness drive in April involving RJ Nitin covering areas like Lajpat Nagar and Rani Bagh market in Delhi, and claims to have received tremendous response from the local authorities and citizens.
Radio City, too, recently launched its ‘Baaki Shor Machaayein, Radio City Music Sunaaayein’, with melody being the focus. The FM station also launched a contest, ‘Gaane Batao Cash Le Jao’, on ‘Whatte Fun Mornings’, which airs from 7 am to 11 am and ‘Radio City Joyride’, which airs from 5 pm to 9 pm.
Rana Barua, National Head-Programming and Marketing, Radio City, said, “We are showcasing our campaign, ‘Baaki Shor Machaayein, Radio City Music Sunaaaye’, across mediums through arresting, high impact outdoors, innovative and disruptive activation, coupled with on-air support to create a holistic and interactive brand environment for listeners.”
Radio One launched ‘Mumbai Ki Awaaz Garaaj’, and the station officials informed that the show had seen 5-6 winners already in two weeks, taking home prize money ranging from Rs 20,000 to Rs 75,000.
Jumping into the band wagon with its humour quotient, Big FM has tried to pack in a wholesome entertainment mix for its listeners with the launch of ‘Son Sonny’, ‘Bombay Bawa’ and ‘Lyricist Lahiri’.
Fever FM launched the Vodafone Fever Contest in April 2008.
With a lot more activity on the anvil, radio is one medium to look out for.