On February 17, 2007, Red FM broadcasted the music launch event of Amitabh Bachchan’s latest movie ‘Nishabd’. The event, that was taken live on-air, had all the celebrities on-stage interact with RJ Malishka regarding the movie and its music.
Commenting on the initiative, Abraham Thomas, COO, Red FM said, “This is a landmark initiative by Red FM and with this event we have raised the bar in providing innovative content to our listeners.” Thomas also observed that the association helped the channel strengthening its commitment towards bringing the best of Bollywood to its listeners.
The channel had recreated a radio studio at the venue for the live broadcast, which had RJ Malishka conversing with the dignitaries on stage about the various aspects on the making of the movie as well as the music.
Director of the movie, Ram Gopal Varma, said, “This is a nice concept and Red FM has done a good job of showcasing the music of the film.” He also mentioned that he was looking forward for more novel tie-ups in the future for promoting the movies.
With such initiatives, the differentiated programming is the mantra for all the FM players across the country. Every station is trying to sound different from each other with innovative programming like chat shows and speeches. However, it has to be yet seen how much the daily listener likes this.