Big FM goes ad-free for ‘Yaadon ka Idiotbox’

While the one-hour primetime show begins & ends with commercial messages, it does not have ads in the course of the show

e4m by Saloni Surti
Updated: Sep 10, 2012 8:28 PM
Big FM goes ad-free for ‘Yaadon ka Idiotbox’

Big FM is betting on talk radio once again and has not only brought ‘Yaadon ka Idiotbox’ back for its second season but has also taken a big step in making the show ad-free. While the one-hour programme begins and ends with commercial messages, it does not have any ads in the course of the show.

Based in a fictional town named ‘Yaad Sheher’, the show is in storytelling format hosted by Neelesh Misra. While it aims at reviving the age old tradition of verbal storytelling, it breaks a number of unwritten radio laws. ‘Yaadon ka Idiotbox’ takes a different route at a number of places. Each RJ (radio jockey) segment in the show is of four minutes unlike usual RJ segments that last up to two and a half minutes. The show has almost 70 per cent RJ talk and 30 per cent music, which is selected according to the tone of the story.

‘Yaadon ka Idiotbox’ is aired every night in the primetime slot and consists of two segments. One segment has the host Misra narrating a new story and the second one is for fans’ calls and mails. Big FM has given the show a significant push by keeping advertisements at zilch during the show.

“We do play ads on the show. But the storytelling section is ad-free to ensure an excellent listening experience. Advertisements are played at the beginning and end of the story,” said Rabe Iyer, Business Head, Big FM.

“It is very courageous of Big FM to take this step. They have responded to listeners’ need and respect their wish of clutter-free programming. I feel very privileged to be a part of such a show,” said Misra.

Misra informed exchange4media that the show received 5.5 million page views in the first three months of season one in 2011 and eight million views in the first two months itself of season two.

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