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Radio City launches music reality show in 7 prime markets

16-September-2011
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Radio City launches music reality show in 7 prime markets

Radio City 91.1 FM has launched a quest for the best in singing talent with the ‘Radio City Super Singer’ contest. A simple and easy audition process will allow applicants to send in their demos to the local Radio City 91.1 FM station or upload their demos on www.planetradiocity.com. Short listed singers get a chance to showcase their talent with their on-air performances.

A panel of judges comprising experts from the music field and Radio City RJs will evaluate the performances to decide the finalists. To ensure that the ‘Radio City Super Singer’ is the definitive choice of the people, Radio City 91.1 FM’s listeners themselves will vote for the final winner. A glittering on-ground Grand Finale event will see the finalists battle it out for one last time amid live audiences.

Radio city has introduced a robust 360 degree promotional campaign including both above the line and below the line initiatives to promote the ‘Radio City Super Singer’ contest. An optimal blend of TV scrolls, print ads, hoardings, and other outdoor branding avenues have been deployed. Moreover, various activations across multiple audition venues like malls, IT Parks, colleges and other youth hangouts are being done to create a buzz. In addition, there are also 2-3 canters scaling across the respective cities to take live auditions.

An integral part of the promotions is also through www.planetradiocity.com. A special micro site has been designed to enable users to register and participate in this contest. Furthermore, banner ads on planetradiocity.com have been placed. Radio City is also leveraging the international reach of their Web Radio (that offers 24 hours of uninterrupted streaming internet radio) through promos and mentions of ‘Radio City Super Singer’.

Social media is also used to amplify the reach of the campaign. Facebook is being utilized to enable Call for Entries. The videos of participating singers and finalists will be uploaded on YouTube to sustain the hype.

Elaborating on this initiative, Ashit Kukian, COO, Radio City 91.1 FM, said, “The core offering of our medium is music. Not only do we provide the best in music and infotainment, but we also keenly believe in nurturing and promoting musical talent. Hence, we do believe that radio is an apt medium for discovering budding singers, and providing them a platform to gain recognition. Aside from leveraging radio as a window of opportunity, we are also backing the ‘Radio City Super Singer’ campaign with an extensive on-ground activation plan to hunt for the best talent by introducing multiple touch points for auditions. The response to ‘Radio City Super Singer’ has been phenomenal. It has only been a few days since we launched the campaign and we’ve been flooded with registrations. In fact, due to popular demand, we have introduced a wild card entry option through www.planetradiocity.com.”
 

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