Home >> Media-Radio >> Article

Radio experiments with cross-border programming

27-September-2012
Font Size   16
Radio experiments with cross-border programming

While medium such as print, broadcast and digital have figured ways and measures to reach out to international audiences, radio too seems to have joined the bandwagon; it is adopting the cross-over format to overcome geographical boundaries.

Early this month, Big FM and Radio Mirchi connected with radio stations in Pakistan to promote Indo-Pak singing reality show Sur-Kshetra. Radio Mirchi connected with City FM 89 with RJ Wes Malik who hosts the show ‘The Drive-Thru’ and Big FM connected with RJ Beena Benjamin to speak about music there and discuss Sur-Kshetra.

“Radio is all about music, and we thought what better way to promote cross-border music than actually connect with the music from across the border. Radio stations, whether in India or Pakistan or any other country, are always about music, and that is where we would find common ground,” said Preeti Nihalani, Cluster Head, Mumbai, Radio Mirchi.

Prior to the campaign, Radio Mirchi created an on-air musical battle, giving the feel of musical Mahabharata. On the launch day, it connected with the ‘other team’, exchanged good wishes and discussed music.

A similar campaign called ‘Aazadi Sarhadon Se’ was taken up by My FM on Independence Day. It partnered with Radio 1 FM 91 in Pakistan and the show was specially programmed to air simultaneously in the 17 My FM cities in India and major cities in Pakistan including Karachi, Lahore, Islamabad and Gawadar. Two episodes of three hours each aired on August 14 and 15. RJs and renowned personalities from both stations and countries contributed to the show with their messages and performances.

Commenting on the campaign, Harrish M Bhatia, CEO, My FM said, “We wanted to extend this to the radio medium, which is both, locally appealing as well as widely consumed, making it a very apt medium to deliver such impactful content. ‘Aazadi Sarhadon Se’ was specially created for Independence Day celebrations; however, it also has mass appeal as it touches emotional chords among our audiences.”

With extensive Bollywoodisation and repetitive show formats, cross-border programmes bring in a breath of fresh air in terms of content and variety and also help terrestrial radio break free from geographical boundaries. However, keeping in mind the current global scenario and the technological barriers, cross-border programming has a lot to deal with.

“Making sure that sensitive topics were avoided was a major challenge. We had to acquire relevant permissions from the radio station in Pakistan. However, the programming team handled it all smoothly,” added Nihalani.

According to Bhatia, cross-border programming has worked well previously for television and music industries and radio too has the potential to see it grow.

While cross-border programming caters to audience need, is it appreciated by advertisers too?
“The marketing budgets are usually for specific geography (India) and getting a wider range of audience or spill over in some country might not attract advertisers but appeal to the broadcasters such as TV channels for promotion of key programmes,” commented Saravanan Mudaliar, Media Director, Carat Media India.

With programmes such as ‘Yaadon ka Idiotbox’ (Big FM) and ‘Bhabhi ka Show’ (Red FM) in the market, radio players are trying to deviate from the traditional content line-up and it seems like cross-border programming is a step in the right direction.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

He spent 13 years at HT; his previous stints include Whirlpool, Procter & Gamble and Godrej

The case study explains in detail the people strategy executed at GroupM to ensure its talent is digitally charged and is data-centric.

As Zee Telugu completes 13 years, Anuradha Gudur tells us about the channel’s journey