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Techniche Media to offer radio production consultancy

MUMBAI: Techniche Media has re-positioned itself to exploit the opportunity that exists in offering consultancy services to ad agencies, radio channels and advertisers. Percept Advertising's division Percept Picture Company acquired the independent production house in August 2002.

Techniche Media has already bagged some assignments and is producing ad jingles and radio software for local and international companies. Techniche Media CEO Vivek Salian says: "We are currently producing ad jingles for Canadian companies and other international companies that have invested in shows to be aired in India. We have also bagged projects to provide software related to infotainment and entertainment."

Salian also adds: "We have perfected the art and science of conceptualising and delivering programming concepts that suit client's requirements. We also offer end-to-end solutions right from getting approvals from radio stations to the scripting stage to production and post production work to marketing air time."

At present, Techniche Media doesn't have any ongoing programmes on All India Radio (AIR)'s 107.1 FM station but the firm had previously aired shows for FM stations in Mumbai, Delhi, Kolkata, Chennai, Lucknow and Ahmedabad. The popular shows conceptualised for several advertisers included the IDBI Business Show (with Vinod Advani and Alok Rakshit as anchors); Star Gold Classics; Amaron Long Lasting show (a retro music based show); Orange SMS request show; Kotak Mahindra Money Talk; Qantas QPM amongst others.

Techniche Media is also in talks with WorldSpace to explore the potential of satellite radio and broadcast programmes all over the globe. "We are waiting for WorldSpace to set up their distribution systems and create a mutually beneficial revenue model that will provide us with opportunities to cash in," says Salian.

"The company has already conceptualised a wide gamut of shows for Vividh Bharati as well as for AIR FM stations - travel shows, film-based shows, music shows including countdown shows, interviews and business based shows. The advantage of a sponsored (recorded) radio show is that the show can be conceptualised as per the brand / target audiences requirement, so that the client derives maximum possible mileage. The FCT (free commercial time) is used for direct plug-ins. One third of the FCT can be banked, i.e. played on other time slots," adds Salian.

The company also has plans to tie up with major ethnic radio networks in the west to offer content. "We have 300 hours of programming archives," says Salian.

In order to create complete backward integration, Techniche Media has also constituted a radio institute "Wild on Air - The Voice Institute". Salian says: "The institute offers courses in voice modulation, scripting, jingles amongst others. More than 200 students have completed the courses and obtained certification."

Several top radio jockeys and voice over artists have worked with Techniche Media on various projects.

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