Star Radio to take up slots on AIR FM

NEW DELHI: Flush with the success of their Suno Aur Lakhpati Bano campaign and the way the market has responded, Star Radio, operating in the FM radio space, has decided that it will take time slots on AIR's FM channels too.

Apart from that, it has also been decided that Radio City, the brand name under which the FM radio stations are operated, will make its debut in Delhi in March, along with two other players, Radio Mirchi from the Times group and Radio Today (part of the India Today Group).

"Star is serious about the radio business and we are looking at buying big chunks of time on Air's FM channels too," Sumantra Dutta, chief operating officer of Star Radio, the FM radio division of the Rupert Murdoch-controlled Star India, told

According to Dutta, since most problems relating to infrastructure had been sorted out, Radio City (along with the other two aforementioned players) is slated to go on air in Delhi in March next.

Radio City is the country's first private FM radio station promoted by PK Mittal's Music Broadcast Private Ltd. (MBPL) where Star is contracted to provide programming content and support the radio venture's sales & marketing efforts.

After Bangalore and Lucknow, Radio City launched in Mumbai in May 2002. MBPL had also bagged the license for FM Radio stations in two other cities, including Patna, which have been surrendered since then as the slow inflow of revenue in a radio venture did not warrant starting stations in these cities.

But what is exciting Dutta more is the Suno Aurr Lakhpati Bano campaign which, according to him, till a few days back was attracting over 500,000 calls a day from listeners.

"With two weeks completed of the game (that is from 7th to 20th Oct) , the tally stands at 14 days of Radio City 91 FM Suno Aurr Lakhpati Bano, two lakhpatis, 140 bumper winners with over 48 lakh (4.8 million) responses received over the14 days through phone calls & SMS messages," Dutta said, adding, "Personally it gives me a sense of deja vu as the situation is very similar to the post launch phase of KBC a couple of years ago on Star Plus."

At the time of launch of KBC, Dutta was heading the ad sales team for Star Plus.

So, if so many prizes have been given out, what is left? Lots, says Dutta. Radio City has budgeted for Rs 100,000 a day for the 40-day campaign. As things stand till the time of writing this piece, prize money worth only slightly over RS 400,000 has been given out.

However, the advertising industry is a bit sceptical of such hype. Explained a media planner with a foreign advertising firm, "Radio City's hype can do two things: either the lakhpati campaign helps the venture like KBC did to Star Network or after its run its course, the listeners desert it. What is more needed is good programming so that those who are coming to Radio City just get glued there."

But Dutta has a different theory. Syas he: "It's sad that the market is taking sometime to settle in as advertisers in India are slowly experiencing the capability of this medium. In absence of research (debatable though as some research is available on FM radio in India), it is only an advertiser's understanding of how radio can work to his benefit that will make him use this medium. The advertisers who join the bandwagon early are likely to gain much more than the ones who come on post research, as airtime post research will be more expensive."

Latest Reads
Star Vijay launches new game show 'Divided'

MUMBAI: Star Vijay, a Tamil general entertainment channel by Star TV, is all set to launch a game show named Divided on 21 July. This show will be hosted by Neeya Naana debate show fame, Gobinath and will be on air every weekend at 8 pm.

Television TV Channels Regional
Zee Telugu Announces World Television Premiere of Sai Pallavi and Naga Shaurya Starrer Kanam

Weekend plans just got better with Zee Telugu’s horror World Television Premiere, Kanam, to your home screens on Sunday

Television TV Channels Regional
Republic TV complains to TRAI, BARC on Times Now’s genre slotting

The ever-competitive business of TV news is set to witness another round of slugfest. Republic TV has complained to Telecom Regulatory Authority of India’s (TRAI) and Broadcast Audience Research Council of India about English news channel Times Now getting the channel re-slotted under Hindi news...

Television TV Channels Viewership
Zeel reports higher numbers on improved ad, subs revenues

The Subhash Chandra-led Zee Entertainment Enterprises Ltd (Zeel) reported a 15 per cent year on year (y-o-y) growth in total revenue for the quarter ended 30 June 2018 (Q1 2019, period, or quarter under review) as compared to the corresponding year ago quarter (Q1 2018).

Television TV Channels GECs
Dsport to broadcast 'British Open' live for viewers in India

Dsport will broadcast the 147th edition of the much awaited ‘British Open’ live in India. The tournament will commence from 19 July 2018 at the Carnoustie Golf Course, Scotland.

Television TV Channels Sports
Zee Telugu to enhance family ideals with Ninne Pelladatha, brand-new fiction show

Providing the audiences with yet another entertaining and relatable fiction show, Zee Telugu launches Ninne Pelladatha, a show that highlights the bond humans share, regardless of being blood-related.

Television TV Channels Regional
Religious most benefitted genre in Chrome DM week 28

With a growth of 2.05 per cent as compared to last week (27), the religious genre marked the highest opportunity to see (OTS) among all categories in week 28 of Chrome Data Analytics & Media.

Television TV Channels Viewership
BARC India plans expansion of metre homes to 44,000 by this FY

Rural India is getting in the limelight. TV ratings body BroadcastAuidence Research Council (BARC) is expanding metre homes to 44,000 by this financial year.

Television TV Channels Viewership
Ranjana Mangla appointed national revenue head of India Today TV

Ranjana Mangla has been appointed the national revenue head of India Today TV. She will report to the chief revenue officer Rahul Kumar Shaw and will be based out of the ITG Mediaplex, Noida.

Television TV Channels News Broadcasting

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories