'To create listenership in a cluttered market is radio’s biggest challenge'

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After television, it is the radio stations that are warming up to reality shows. If Radiocity 91.1 FM came up with a nationwide hunt for India’s best Hindi band, BIG 92.7 FM launched a contest across five cities with singer Sonu Niigam to pick a young singing sensation. The station has put in place plans both off and on air to ensure that the talented get an opportunity. The winner, to be chosen in final concerts between April 16 and 20, will get to cut a song with Niigam. The contest was preceded by the launch of a new single by a singer called Punjabi Please exclusively for the radio station. Says Anand Chakravarthy, VP, marketing, BIG 92.7 FM, “It’s a new trend. Established singers are producing, releasing and promoting singles.” Chakravarthy tells Sudipta Datta that the campaigns on and off air are here to stay and a radio station’s biggest challenge is the ability to stay tuned to listeners’ needs. Excerpts:

What has been the response to this singing contest?

It has been good. The song is fast-paced and sounds fresh. It’s a beginning of a trend, singers producing singles. It’s not a surprise because people usually buy CDs for one single or two.

Have advertisers warmed up to the idea?

Advertisers are seeing this as an exciting opportunity. For example, for Sonu Niigam’s on-air premiere, the sponsor was Bank of Baroda and the single was sponsored by Subhiksha.

How important is it to have on-ground activities?

We are focusing on large-format, multi-city activities. Consumers are bored of the same old thing. The challenge is how do we raise the bar of activity. It calls for a lot of innovation and local integration, and we are doing that. For instance, during Ganesh Chaturthi, we installed a Ganesh statue at a mall in Bangalore and celebrities performed the puja. We often hold inter-building society competitions—it’s a great way to connect with the listener, a great way to promote the brand. We have radio jockeys holding outdoor broadcasts, live shows, broadcasting from listeners’ homes, colleges and offices.

How will the broadcast of news on radio impact private players?

Well, it’s very good news. There will be an inflection point in the category when news and current affairs programmes are broadcast.

What’s the biggest challenge for radio today?

To create listenership in a cluttered market. Take Delhi, which is a typical FM market. There are seven players, all playing similar kind of music. Last year, we did a lot of consumer work and found out that one of the things that moves in Delhi is to feature the latest songs. They needn’t be the best, but they have to be the latest. We relaunched our station with the 100 most popular songs and the response has been great.

Do you think there is any scope for differentiation?

Yes. For example, we play a different set of songs for Kolkata listeners who love melody. In Tamil Nadu, the entire content focuses on various aspects of Tamil pride, which is relevant to the listener.

Do you see growth in radio? Will we see more advertising spend in the category?

The challenge is the ability to stay tuned to what listeners need.