Television

Star Radio to take up slots on AIR FM

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/07/18/star%20radio.jpg?itok=eryvzr59

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 indiantelevision.com.

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

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/19/BARC.jpg?itok=6hNM0QtI
Four news genres saw no change in BARC week 2

All the four genres apart from Hindi news urban market saw no change in second week of the year. Aaj Tak continued to groove on the same tracks in the rural, urban and U+R genres as it did the previous year. India TV and News18 India interchanged their positions in the Hindi news urban market.

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/19/Kapil_Sharma_Show.jpg?itok=SXRBwXr7
Sony Entertainment Television leads urban areas in week 2 of BARC

Sony Entertainment Television jumped to second position to fifth position as compared to the previous week in the Hindi (U+R) genre in Broadcast Audience Research Council (BARC) data for week 2 of 2018. Zee Anmol retained its first position in the rural market. Sony Entertainment Television and...

Television TV Channels Viewership
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/aaj.jpg?itok=WTXjyKeT
Aaj Tak becomes the world’s first News Channel to be awarded YouTube’s ‘Diamond Play Button’

India’s No.1 news channel Aaj Tak creates history yet again! The prestigious ‘Diamond Play Button’ bestowed by YouTube, recognises Aaj Tak as the global no.1, the first and the only news channel in the world to have crossed the 10 Million Subscriber mark.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/news.jpg?itok=PDqQIFhw
News18 India launches campaign; asserts channel’s leadership

News18 India, Network18’s general Hindi news channel, recently launched a campaign with a humorous and quirky film to drive home its leadership position in the crucial primetime band in the highly competitive Hindi TV news segment.

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/flix.jpg?itok=1RgvxTpA
Join Drac’s Pack on their cruise as &flix presents its next #FlixFirstPremiere ‘Hotel Transylvania 3: Summer Vacation’

It is seldom that you get to see the hilarious side to a monster trying to get himself a date with the help of a technological app like Siri! Have you ever seen a monster film that is full of fun, frolic, laughter, romance and adventure?

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/9xm.jpg?itok=ZerfjJqA
9XM On Stage with Salim Sulaiman

To celebrate the Republic Day week, 9XM - India’s most popular Bollywood music destination announces the launch of 9XM On Stage a splendid musical night created in honour of the Indian Armed Forces.

Television TV Channels Music and Youth
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/pritam.jpg?itok=tVS2_5SL
Prime Focus joins hands with Pritam and Kwan to create JAM8

Integrated media services company Prime Focus Ltd has announced its collaboration with Jam8, a musical platform founded by Indian music composer/director Pritam, and KWAN, a talent management company to serve as a 360-degree creative solution provider for the M&E industry.

Television Production House Film Production
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/18/star.jpg?itok=Xao8ACOH
Star Movies Kids is the new kid on the block

A few years ago Star India decided to hive off some bits of its repertoire and focus exclusively on its main GEC Star Plus and the emerging sports scenario. Surprisingly, the channel is now taking a new turn by targeting the youngest viewers. As per industry sources, the Uday Shankar-led network is...

Television TV Channels Kids
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/01/17/cn.jpg?itok=BRpRY0Oq
Zapak and Cartoon Network India partner to launch ‘Ben 10 - Alien Run’ mobile game

Anil D. Ambani led Reliance Entertainment’s Zapak, India’s leading Gaming Destination, in association with Cartoon Network India, rings in the New Year with an epic launch for fans and gamers alike, with Ben 10 - Alien Run Mobile Game.

Television TV Channels Kids

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories