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Jalandhar becomes hottest destination for radio stations; Mirchi already launched, BIG FM to follow suit

18-April-2007
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Jalandhar becomes hottest destination for radio stations; Mirchi already launched, BIG FM to follow suit

The people of Jalandhar are certainly in for a treat. They are being pampered with more choices when it comes to entertainment. In other words, radio stations have started making their forays into the city. Radio Mirchi has already launched its station in the city, and now BIG 92.7 FM is also gearing up to enter there shortly.

Radio Mirchi’s state-of-the-art studio at BMC Chowk was formally inaugurated on April 16 by well-known Punjabi singer Jasbir Jassi. The radio station has already begun to connect with its listeners by interacting with them face-to-face. Since April 17, the Radio Mirchi canter has begun to visit two hot spots daily in the city for seven consecutive days, whereby people have the chance to win prizes by participating in games or by answering simple questions.

Sharing his thoughts on the content of the radio station, Nandan Srinath, Chief Operating Officer, Radio Mirchi, said, “We conducted an extensive research to understand the residents’ psyche, their media habits, likes and dislikes. People here are very fun loving and cheerful. This trait fits in well with Radio Mirchi’s baseline ‘Mirchi Sunnewale Always Khush’ and forms the foundation of our entire programming.”

“Our programmes are designed to capture the imagination of listeners with innovative programming, modern packaging and vigorous marketing,” Nandan further said.

Among the various programming lineup, Radio Mirchi has ‘Hello Jalandhar’, a charged up breakfast show to begin the day; ‘Khoobsurat’, that is targeted at women; ‘Total Filmi’, for the latest Bollywood gossip; the gaming show ‘Bumper2Bumper’; ‘Purani Jeans’ for retro music; and ‘Dr Love’, which aims to solve love-related issues.

According to Swapnil Limje, Station Head, Radio Mirchi, “In Jalandhar, we find a strong community bonding, commonly known as ‘Geddi’. People are very warm and friendly, like a close-knit family. Radio Mirchi will soon become a part of this family and win people’s love through its tailor-made and personalised programmes and innovative content.”

BIG 92.7 FM will also mark its foray in the city very soon. Commenting on the entry of the station into the city, Tarun Katial, COO, BIG 92.7 FM, said, “While the metros are ideal to establish brand recognition and recall, some of the mini-metros are completely new and fresh to explore, giving us an opportunity to provide an entertainment medium to the listeners. It is our endeavour to attract the local audiences and build a brand that connects at the grassroots. Credibility, relevance and aspiration are our pegs for content as a product that reaches into every home and is of relevance to every listener.”

BIG 92.7 FM has also designed its programming strategy keeping into consideration the preferences of the people in Jalandhar.

“There will be a high amount of interactivity on the station and we will use it as a platform for consumers, taking on issues that are word-of-mouth and bring listener emotions to the fore. By mid-2007, we will be present across India from Srinagar to Thiruvananthapuram and Rajkot to Guwahati,” Katial added.

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