Indiantelevision.com Team

(16 March 2010 9:00 pm)

MUMBAI: Big FM, the radio arm of Reliance Media World, has launched a new vertical for classified ads.

Big Impact will introduce the first-time radio advertisers to a ‘virtual’ radio classified section, allowing them to communicate concise advertising messages to their target audience, through a cost-effective format.

Differentiated from the regular advertising, these ads will be crisp 10 seconders with clear message given out on a bed of music and will be aired between 12 noon – 6 pm.

To ensure they are reaching out to the appropriate advertiser, Big Impact has also entered into strategic alliances with local ‘classified print depots’, which have a well connected and deeply penetrated local SME client base and work as a quasi-advertising agency to them.

Reliance Media World Sr VP– sales Praveen Malhotra said, “Through Big Impact, we offer the benefits of radio to SME’s and retailers who are looking for cost effective media options to reach out to their audiences while closely monitoring RoI, but lack expertise. Through this initiative, we are bringing in a huge advertiser community who can use this format effectively to their business advantage, while opening a new source of revenue for radio. World-over this format of advertising is milked excellently by radio, and in India, we are confident that this business format will work to our advantage.”

The company claims that the format is simple. The local classified print depots recommends radio benefits to their classified advertiser clientele and brings them on board the aural advertising experience. They will, thus, work in a format similar to that of a DSA Network. Once the client chooses to use the radio medium, Big FM’s creative team meets with the client to understand the key communication, analyses the data, produces a voice-over radio advertisement, seeks client approval and then schedules it on air, thus becoming the one stop shop for all radio advertising requirements.

“The 12- 6 pm slot will work excellently for both businesses, given that radio can offer the best rates for 10 second advertisements during this time and the advertiser can reach out to optimal audiences given that their target group, largely known to be housewives and youth, dominate this time slot,” the company said.

As this is a new revenue earning model involving a new set of clientele, Big Impact will ensure that adequate training and guidance is provided to the classified print depot owners so that they can ensure the optimal returns while guiding clients appropriately.

Big Impact’s local partner Unique Publicity’s Avinash Mishra added, “The trends in media are fast changing and in this the share of radio will only increase. Today’s clients need 360 degrees solutions, which deliver results. Big Impact is a sharp product that caters to this need. We are delighted to be a Big Impact partner with a radio network and a group that has a vision in developing solutions that are needed and giving practical support to partners like us.”