By ANURADHA RAMAMIRTHAM
Indiantelevision.com Team

(11 May 2009 1:40 pm)

MUMBAI: Sony Entertainment Television (Set) is leaving no stone unturned to promote its new programming lineup that will commence once IPL (Indian Premier League) ends.

“We are increasing our marketing spend on radio from 7 to 15 per cent to promote the upcoming shows. Radio has an increased reach today,” says Set marketing head Danish Khan.

“A lot of buzz is created when a radio jockey (RJ) interacts with the listeners. As we are revamping ourselves and introducing a new programming line up, such a buzz helps. Because radio is very local in nature, the marketing campaigns also have a very local flavour- the teaser of Bhaskar Bharti in Mumbai is different from that in Delhi. Finally, there is an immediacy factor attached to radio stations. For example in the evening, when people drive back home they hear RJ's saying, 'Catch ABC at 8 pm only on Sony Entertainment Television'. This leaves a mark in the listeners mind," quips Khan.

Sony has already started airing 20-seconds teasers of Bhaskar Bharti across 48 towns and cities in India. “We have partnered with all big radio stations in metros and two radio stations in tier II and tier III cities. The teasers are aired around 50 times a day in metros and big cities," says Khan.

Even though all stations are running the teaser campaign, Radio Mirchi is Sony's preferred partner for Bhaskar Bharti and season two of Dus Ka Dum. Says Khan, "In the weeks to come, we will be doing strong level of programme integration with Radio Mirchi. Similarly, we have partnered with Red FM for our other show Entertainment Ke Liyeh Kuch Bhi Karega."