KKR effect on North-Eastern FM stations; IPL engaging more local advertisers

Indian Premier League has managed to reach every nook and corner of the country, including the usually considered to be remote North-East. Leading the spread there are the region’s FM radio stations with several on-air and on-ground activities. With a lot of supporters of Kolkata Night Riders in the North-East, Nine FM and Radio Misty are helping the IPL franchise further strengthen its fan base here.

e4m by Nitin Pandey
Updated: Mar 17, 2010 8:41 AM
KKR effect on North-Eastern FM stations; IPL engaging more local advertisers

Indian Premier League has managed to reach every nook and corner of the country, including the usually considered to be remote North-East. Leading the spread there are the region’s FM radio stations with several on-air and on-ground activities. With a lot of supporters of Kolkata Night Riders in the North-East, Nine FM and Radio Misty are helping the IPL franchise further strengthen its fan base here.

Not that the other IPL teams have been ignored. Nine FM’s RJs are representing each IPL team and giving updates on their respective teams before every match. Bobby Gupta, Chief Executive, Nine FM, explained, “As a radio station, Nine FM is supporting its home team, Kolkata Knight Riders, as an expression of common sentiment. Whenever there is a match in Kolkata, we air live updates from the stadium. We have deputed a reporter in Kolkata for exclusive coverage of the IPL match and we are getting encouraging response from the listeners.”

He further said, “Nine FM is running various on-air contests everyday. Lucky winners get an opportunity to watch the match on the big screen at one of the most happening cafeterias of the town, along with complimentary snacks and beverages. We will also run a special ‘Predict & Win’ on-air contest for the finals, where the winners will get an opportunity to watch the match at one of the renowned multiplexes of the town with their favourite RJ.”

On the other hand, Radio Misty is creating hype around KKR and IPL through on-air and on-ground activities. Dilip Dugar, Vice President, Radio Misty, elaborated, “Every day, a quiz contest is being held, where RJs ask questions to the listeners. We are distributing CDs of Shah Rukh Khan’s movies to the winners. We are carrying out on-ground activities in colleges and schools and asking them to ‘Cheer for the Team’. Our mobile van is out on the streets and holding quiz contests on IPL and distributing gifts to the winners on the spot.”

He claimed that the station had received tremendous response from listeners as well as from advertisers. “Local ads have gone up during these activities on air and we are hoping to get better responses ahead. The number of listeners of the station has also gone up when there is an IPL match during office hours. BBC is providing on-air capsules of the IPL matches on our channel,” Dugar added.

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