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| indiantelevision.com's Breaking News |
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| Radio war for cricket eardrums commences
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Indiantelevision.com
Team
(31 January 2003 12:00 pm) |
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| MUMBAI: It was a programming strategy that
could be overlooked only at the cost of being left out. And FM radio
stations in the city have obliged by getting bitten by the cricket
bug. |
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| Three of the five radio stations in Mumbai
have announced elaborate programming in preparation for the World
Cup, although the privilege of a live commentary that lies in the
domain of news, has been denied to private FM players. Most programming
is in the form of short one to 1.5 minute capsules, enough to hook
the viewer between songs. While some are plugging merchandise as prizes
for contest winners, others are baiting with cricket trivia, call
in shows, and of course, the SMS route. Radio Mirchi and Go are yet
to get drawn into the cricket web, or are perhaps adopting a wait
and watch policy while the others go public with their ideas. |
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Cricket thus has become the next big programming
leap for the fledgling radio stations after radio versions of Kaun
Banega Crorepati filled the airwaves in October last. The game
shows on four of the five channels had prizes upto a lakh rupees being
offered on a daily basis.
For cricket, Millenium Broadcast's WIN 94.6 has drawn up distinct
"interactive intensive" promotions, and a clutch of shows that hope
to cash in on cricket fever. Two of the shows, claims CEO Gautam Radia
have never been done on radio before. Radio Cricket is an actual
game played live on-air. Two teams of one person each get to face
one over with two wickets in hand. A cricket based question comprises
one ball, and an incorrect answer a wicket taken. The team with the
most runs wins big. The promotion runs for a period of six weeks and
the actual games take place on every Sunday.
Cricket Trivia will run every hour from 8 am to 8 pm every
day until February 7, and will consist of questions that test the
cricket knowledge of listeners. The station has created a wealth of
merchandise that can be won as prizes.
Although details are not forthcoming just yet, the station also plans
to launch more cricket related shows after 9 February, apart from
regular radio jockey updates, and early morning match wraps. Needless
to say, SMS, the latest technique to keep a pulse on listener response
is being pressed into service.
Win may have something to crow about. According to Radia, "We've just
been ranked #1 in the listener loyalty index, recently surveyed by
ORG Marg. Our World Cup programming also marks the marketing potential
of radio being taken to a new level."
Radio City has a cricket rating board, GaGa over South Africa (a
quiz show), Sidhu Stop That (a contest on completing Sidhuisms!),
Cricket in Swing (Facts on Cricket), Fun Chanting (Call
in with a chant for your team) and Score Board (info and updates
on the latest scores).
RED from the India Today group is the only one who has thus far promised
its own person in the field, India Today sports editor Sharda Ugra,
who RED spokespersons say will be giving regular live updates on the
happenings on the field, getting the closest they can to a commentary.
Ugra apart, RED's lineup also squeezes cricket dry. There's Know
your Team - a profile of each team in the running for the Cup;
World Cup records, recent form, strengths, weaknesses, odds of winning
and so on; Learn Your Lingo - A take on Mad magazine's "What
they say and what they mean". Young Turks - profiles of promising
new blood across teams. Simply not Cricket (humour segments),
Old Turks - profiles of the veterans who could possibly be
playing their last World Cup, My team for the cup - Sports
people giving an educated opinion on their favorite team to win the
cup and why, Spouse interviews of current team members - wives
or girlfriends of the team for South Africa have their say; Celeb
Wishes, '83 - World Cup team's family golden moments, a 30 day
countdown, score updates and expert updates. |
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