Top Story

e4m_logo.png

Home >> Media - Radio >> Article

TV soaps and shows ride the radio waves

07-March-2005
Font Size   16
Share
TV soaps and shows ride the radio waves

What do Radio Mirchi and Sun TV have in common? The soap 'Selvi', of course! While Radio Mirchi in Chennai has tied up with Tamil serials, Red FM is creating programming based on reality shows on SET.

The trend of TV soaps being aired on FM stations began with Radio City airing the popular 'Kyunki Saas Bhi Kabhi Bahu Thi' serial from STAR Plus. It has been successful enough for others to follow suit. However, Radio City may now have to look at alternative TV soap content following the recent change in ownership, whereby it is not a part of the STAR stable any more.

Sumantra Dutta, CEO of Radio City, who is moving back to STAR following the change of ownership, feels that the relationship between television and radio has been mutually beneficial so far. "When STAR's 'Coffee with Karan' went on radio, it reached a section of the masses who did not have access to television. So radio increased the mass contact for the programme. At the same time, radio had access to a fabulous programme with the best of anchors interviewing the best of Bollywood personalities, something that may have been impossible for radio to create."

In Chennai, Radio Mirchi airs 'Mirchi Chinna Thirai' in the afternoons on weekdays, in a tie-up with several television channels. Every week, one serial is picked up and the cast and crew of the serial interact with callers and the RJ. Elsewhere, the station has tied up with Sony to promote the 'Indian Idol' show too.

Said Tapas Sen, Programming Head, Radio Mirchi, "If there is commonality of target audience and if the brand image of the programme fits with ours, we will continue to create content on the base of television programmes. At Mirchi, we do not air soaps or programmes as they are, but create content on that platform. If a particular property creates a certain level of public interest, we can extend the platform of deliveries through radio."

Sen said that issues and properties of interest to the audience should be delivered. "Just because I deliver radio, it does not mean that I keep people away from other things of interest to them. People consume media in isolated capsules of entertainment. Ultimately, the delivery is entertainment," he added.

Red FM has tied up with SET to promote the popular Indian Idol show and it seems that the branding exercise for both Red and Sony has been symbiotic. Jimmy Tangree, Station Head, Red FM, Kolkata, said, "Red FM did a rerun of the Indian Idols show, the next day it was aired on SET. The response we received was phenomenal. For SET as a brand, what we returned is multiplicity."

"Radio is such a medium that with just a percentage of extra spends, you can give multiple exposures. For instance, with Indian Idols winners we had an interview while they were on the move from the airport. This went on air live. We also had an unannounced ground event with the winners, which took the city by surprise and pulled a crowd of 12,000. And this is other than the lakhs listeners we reached out to," he said. Between soaps and reality shows, RED FM is certainly game for the latter. Tangree said, "Game shows and musicals make the difference. It's far more exciting and involving."

Tags

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

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=http://www.exchange4media.com/company/news/amaz...

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

<b>Clients are looking for experiential solutions beyond radio or print: Abraham Thomas, Radio City 91.1 FM</b><br><br> From entering new markets to launching large format events, Radio City 91.1FM has been on a roll. The radio channel recently announced the launch of India’s biggest singing talent hunt-Radio City Super Singer Season 8. Earlier this year, the channel set up its own creative-cum...

The interesting animated rap music video encapsulates Droom’s ecosystem tools and their role in facilitating second-hand automobile transactions

Perfumes are invisible and these new ads from Skinn create a story out of this

New campaign aims at first-time users by providing ‘first-night free’ – a first-ever offering by the brand on online hotels booking