MxMIndia

Tag: 92.7 BIG FM

  • A quick chat with Ashwin Padmanabhan, National Business Head, 92.7 Big FM on his Mumbai’s station ascent to No 2

    Jaldi 5 with Ashwin Padmanabhan: 92.7 Big FM’s rise to No 2 in Mumbai is about content, not just music

    While the success of all radio stations is critical, when the all-important Mumbai station sees a steady growth to the No 2, there is some reason for celebration. On the back of turning its format to retro, the 45-station 92.7 Big FM network tasted much success in Delhi. It switched to retro in Mumbai in June 2013 and in around eight months rose to #2 in Mumbai as per RAM figures quoted by the station*.

     

    01. You’ve obviously achieved much with the retro repositioning. First Delhi and now Mumbai. In a country where the youth segment is huge and growing, what would you attribute as the reason for the success of the switch to retro?

    The kind music we play today in Delhi, Mumbai and a few more cities across the country is timelines – that’s why we call it as “Hit They Hit Rahenge” The appreciation and love for this music cuts across generation, the fact is the music has meaning, love, emotions and a king of connect that has universal appeal. The other aspect of our programming is that our RJ-speak is honest, responsible, reflects the current environment in the city and seeks to engage and entertain. In fact while we have become the No-2 Radio station in Mumbai, we also have the No 1 Breakfast Show there !

     

    It appears the results on ratings took more time to show in Mumbai as against Delhi. True? And would you be able to attribute any reason for that

    Not really, we moved to playing retro music all day in Mumbai at the end of June 2013, so it has taken six months to move to the No 2 spot – which has actually been a rapid growth.

     

    02. In which decade or age segment would you say is there maximum listenership for retro?

    The listenership is being driven by the 25+ audience…

     

    03. Have you looked at experimental with retro English or that in other regional languages?

    As a brand we will continue to create and deliver content that connects with the masses, English content is still a very small niche. In regional languages: yes. Our Kolkata station is also 100% retro. In Bengaluru, where we are a Kannada station; we have a five-hour Retro Band from 12noon to 5pm.

     

    04. On the back of retro, one finds you have also created some popular shows. For instance, Annu Kapoor has seen a new lease of life after the demise of Antakshari. Comments?

    Like I mentioned earlier, it’s not just about the music, it’s also about the content that we create. In 2013 and we will continue this year, we invested in creating some really entertaining formats like Suhana Safar, Yadon Ka Idiot Box, Caravan E Ghazal, with brilliant Artists like Annu Kapoor, Nilesh Mishra, Talat Aziz in Hindi;  Sabyasachi in Bengali and Shi Kay Chandru in Kannada. Entertaining content will always be key to get engage with listeners..

     

    05. What next, given that the retro format is easily replicable? In fact the retro zone does exist on other stations too.

    Most formats are replicable, it is the content that we build around it that helps in differentiation, and this is our focus, so in other words our success with Retro format is not just about the music, it about delivering superior entertainment to audiences.

     

    *Note: RAM does not supply figures directly to MxMIndia, hence these figures are unverified

     

  • Actor Manoj Tiwari, who presented the show in the last season, will be the host of the show which will be available to listeners in UP, Bihar and Jharkhand

    Closeup and 92.7 Big FM bring back ‘Antakshari’ on radio

    By A Correspondent

     

    After a successful run in Uttar Pradesh, well-known brand Closeup and radio network 92.7 Big FM have got together to bring in the Antakshari format to listeners in Bihar and Jharkhand.

     

    Actor Manoj Tiwari, who presented the show in the last season, will be the host. As many as 12 teams from 12 different cities will be selected through a process of city finales, followed by elimination rounds on radio where listeners vote for their favorite teams. The finale for the contest will be held in Lucknow, where three teams will compete for the winning title and a grand prize.

     

    Ashwin Padmanabhan

    Commenting on the launch of the show, Ashwin Padmanabhan, Business Head, 92.7 Big FM said, “Closeup Antakshari has been a much loved property on television and we are proud to have recreated such an iconic show on radio for our listeners. We have had an extremely successful season last year and we thank our partners again for this association.”

     

  • The priority being flagship brands 92.7 Big FM, Hindi GEC Big Magic and regional foray with BIG Magic Bihar and Jharkhand, as per an RBNL statement

    RBNL recasts broadcast play, ends jv with CBS

    By A Correspondent

     

    Reliance Broadcast Network Limited has issued a statement on the recast of its broadcast portfolio and consequently the dissolving if the joint venture with CBS Studio International. This follows unconfirmed reports that the Reliance ADAG group firm had shuttered the three channels operating as part of the CBS jv.

     

    The Company has issued a statement to this effect. “Reliance Broadcast reorganizes and recasts strategy for it’s broadcast portfolio, with increased focus on local and original content along with IPs. The priority being flagship brands 92.7 Big FM, Hindi GEC Big Magic and regional foray with BIG Magic Bihar and Jharkhand.”

     

    “Radio continues to be the growth driver and will further benefit from the upcoming Phase 3 FM radio auctions. Similarly, Big Magic has successfully increased its footprint across the Hindi speaking markets demonstrating over 200% viewership growth in the last three months, and is gearing to fortify its position in the Hindi entertainment space. These also offer complimentary offerings to our advertisers and synergies in content and promotion,” the statement continues adding that the company has reviewed its portfolio of niche English Channels and the JV with CBS Studios International. Reliance Television Private Limited, a wholly owned subsidiary of Reliance Broadcast Network Limited and CBS Studios International have mutually decided to dissolve their Joint Venture, the statement added.

     

  • Big FM Mumbai was awarded 'Best Radio Station' at the 20th Lions Club Gold Awards in Mumbai last week

    92.7 Big FM awarded Best Radio Station by Lion’s Club in Mumbai

    By A Correspondent

     

    92.7 Big FM was awared ‘Best Radio Station’ at the 20th Lions Club Gold Awards in Mumbai last week.

     

    Ashwin Padmanabhan

    Commenting on the receipt of the award, Ashwin Padmanabhan, Business Head – of the 45-station radio network said: “We feel proud to be ‘Best Radio Station’ in Mumbai  and extend our heartfelt gratitude to Lions Club and to our loyal listeners who have contributed to our success. We look forward to continuing to offer our listeners some of the most lucrative shows and path breaking content in 2014.”

     

  • … and get us humming that famous Aamir Khan song from his film Qayamat Se Qayamat Tak – Papa Kehte Hain Bada Naam Karega, Beta Humaara Aisa Kaam karega. Magar yeh toh koi na jaane, kee meri manzil hai kahaan.

    Birla Sun Life-Big FM get together to help kids live their real passion in radio

    By A Correspondent

     

    As Children’s Day draws closer, almost every media brand manager (and his uncle and aunt) dreams up something to target kids. Tokenism of this nature is commonplace. Even MxMIndia does it 🙂

     

    But sometimes brands  come up with winner ideas. Like this one from the Aditya Birla group’s Birla Sun Life Insurance which has got us humming that famous Aamir Khan song from his 1988 film Qayamat Se Qayamat Tak – Papa Kehte Hain Bada Naam Karega, Beta Humaara Aisa Kaam karega. And as it continues: Magar yeh toh koi na jaane, kee meri manzil hai kahaan.

     

    Birla Sun Life Insurance (BSLI) has established a ‘Not Just Jobs But Passion’ initiative and as part of this, Children’s Day 2013 will see Reliance Broadcast’s part-retro radio network 92.7 Big FM being run by children.

     

    The initiative aims to  generate conversations between parents and kids to identify the child’s real passion and helps support the child financially and emotionally in this endeavour. Talented kids with real passion in various aspects of radio programming will be given holistic hands-on training on the running of a radio station. Children will take charge of operating all aspects of Big FM’s radio station in Mumbai, Delhi, Kolkata and Chennai

     

    Ajay Kakar

    Commenting on this initiative Ajay Kakar, Chief Marketing Officer, Financial Services – Aditya Birla Group said, “Today, children are exposed to a variety of options that tempt them to independently explore their interests. Not every child finds their real passion right away. Identifying and cultivating real passion needs parental support and encouragement. Parents are undoubtedly a child’s biggest cheerleader and passion partner. To further this quest in search of real passion, on the occasion of Children’s Day, in partnership with Big FM we offer a unique opportunity to interact, train and learn from experts who run the radio station.”

     

     

    Ashwin Padmanabhan

    Said Ashwin Padmanabhan, Business Head, 92.7 Big FM, “As an initiative that’s fresh and exciting, ‘Birla Sun Life Insurance Not Jobs But Passion’ endeavours to encourage parents to introduce little ones to an art that might one day become their strength and vocation. This is another initiative that lives on our tagline Suno Sunao, Life Banao. We thank Birla Sun Life Insurance for coming on board as our partners.”

     

  • Ritu Midha on 92.7 Big FM's decision to go retro works for the large 40-plus and prosperous listener set

    Ritu Midha: Winning listeners and loyalty by going Big on retro music

    By Ritu Midha

     

    My choice for what radio station to listen to largely depends on the RJ on the show. More so in the morning primetime (drivetime) when music is no differentiator. If I am on the road in the other parts of the day, and am on the driver’s seat, the focus shifts completely to song of the moment with continuous station-juggling. Or so it was till recently. If I am not on the back seat, the phone is the chosen companion. And on those long drive days: Dilbert or Colvin & Hobbes.

     

    And then 92.7 Big FM happened in its new avatar. Created disruption and managed to change user (listener) behaviour. To whatever extent is debatable though. A set of media professionals believe that the step was taken to improve on cost-efficiencies by paying lower PPL charges for old music. Whatever be the reason, I love the songs it plays… blame it on my age, if you please!

     

    I am not sure of the listenership numbers and how many people it has glued in, but I am sure a definite kind of audiences who want their mornings to be zingy and zangy with a peppy RJ raking up issues, and listening to Fire Brigade Mangwa De Tu-type hits, settle down to soothing numbers of yesteryears as the day passes.

     

    With Anu Kapoor giving RJs of other channels a run for their money, post-10 o’clock has become an interesting time for FM radio in Mumbai. A smart move that too, not pitting him against the hyperactive jockeys on other stations. Anu Kapoor at 10pm can also be seen as an attempt at extending primetime. An analogy here can be with the Hindi GECs which extended the primetime from 7 to 11pm!

     

    The objective of this piece, however, is not to present the case for Big FM, but to bring forth a few observations. One, radio is still measured via diary method and people listen to radio on the move largely. How many people really remember what station they were listening for how many hours, if they are not hooked on to an RJ. Their association to a very large extent is impacted by the signature music of the station, its frequency, creative etc.

     

    Second, all the music devices that we tend to use (barring radio) have a large younger skew (from 15 to 35-40). It is the 40-plus folks who are more loyal to radio, if not to radio stations! Most of those in this strata do not attach their iPods or USBs to the music system.

     

    Next, most of the 40-plus listeners have deeper pockets, and unlike previous generations, believe in consumerism. So, is it not a smart move to focus on this specific TG – on the move, with money and ready to spend. Perhaps not all brands would want to ride the retro music wave, but the one targeting this TG? A higher end television set? Mid-segment automobiles? Anti-ageing creams?

     

    Time, perhaps, for other radio stations to look at niche audiences or at broad segments which do not encompass the entire universe. For, the songs are the same, the RJs (especially the women) sound the same and even the ads are the same.

     

  • 92.7 Big FM rechristens to '92.7 Rangeen FM' for a day as part of Nokia Asha 501's #Colorsin road-block

    92.7 Big FM goes ‘Rangeen’ for Nokia

    By A Correspondent

     

    92.7 BIG FM, India’s No.1 and largest Radio Network went Rangeen, literally, for an entire day last week (Aug 7) as part of an innovation for Nokia Asha 501’s #Colorisin campaign. The campaign saw the re-christening of the 45-station network to 92.7 Rangeen FM to promote the colorful features of the Nokia handsets.

     

    The roadblock saw execution in multiple local languages across the network. Ensuring high audience engagement and gratification, the station wove in programming pegs and contests around the Nokia Asha 501 and its USPs, notes a communiqué.

     

    As part of the campaign, innovations from Nokia, beyond Radio included filling colours in black and white public signages with the aim of adding a dash of color to surroundings. From coloring a Zebra crossing in Mumbai to giving public transport systems of trams in Kolkata, double decker buses and local trains in Mumbai, a colourful makeover was initiated.

     

    Ashwin Padmanabhan

    “Through our association with 92.7 Big FM, Nokia aimed to engage with consumers across 45 cities and infuse colour in their everyday lives with exciting activities for the listeners. We are delighted to see this campaign manifest at various levels and get bigger and better with every initiative,” said Viral Oza, Director Marketing – Nokia India. Added Ashwin Padmanabhan, Business Head – 92.7 Big FM said, “The campaign has made for conversation currency. Client centricity, while keeping the listener requirements at the top, has been our focus right from the beginning and the campaign for Nokia Asha 501 highlights that once again.”

     

  • Ashwin Padmanabhan, Business Head of 92.7 Big FM takes our question on his Mumbai station turning retro late last month

    Jaldi 5 with Ashwin Padmanabhan: The retro way to rise in ratings in Mumbai

    Two Sundays back, Reliance Broadcasting Network Ltd’s 92.7 Big FM in Mumbai switched from being a current hits radio station to one that plays retro music. Last year, after it did the same in Delhi, the station leapfrogged the RAM ratings charts to the Top 3. With the change to retro, the RBNL thinktank hopes to achieve much success in Mumbai too.We posed a few questions to Ashwin Padmanabhan, Business Head of the 45-station 92.7 Big FM. Here goes the Q&A.

     

    1. So why the switch to retro in Mumbai too?

    We initiated an exhaustive research to evaluate the preferences of our listeners and understand our brand positioning better. The results showed that listeners favoured retro music and there emerged an opportunity to offer listeners music and content of their choice. This decision was also influenced by the success generated at the 92.7 Big FM Delhi Station, which went retro sometime ago and the market has reacted exceedingly well. The response from listeners was overwhelming, with the station reaching leadership numbers.

     

    2. Would you go retro with your other stations too?

    We have never believed in a one-shoe-fits-all format. We evaluate and treat each market independent of the other and understand the requirements of each individual market. We have gone retro in six markets – Mumbai, Delhi, Baroda, Kolkata, Bhopal and Rajkot.

     

    3. 92.7 BIG FM was meant to be a mainstream FM radio station. By going retro, while your listenership rises, you move away from the mainstream… something that you would’ve possibly have as your second station do post Phase 3?

    The team has mapped out its positioning strategy based on unique yet strong on-air and digital concepts, while taking into consideration the lifestyle of Mumbaikars, the amount of time they spend in travelling and the blend of listeners in Mumbai. Although the stationality has been changed to retro, the revamped content strategy will also bring to listeners a plethora of current happenings in the city including stock and gold updates, city affairs, traffic and weather updates, sports, music-related trivia and more. In addition to this, 92.7 Big FM Mumbai intends to keep up with the local roots of Maharashtra by airing Marathi music and will have Marathi-speaking RJs as well. So no, I would think we are still very mainstream.

     

    3a. Tell us more about the local Marathi content? How much of it will be at peak hour?

    We are still working on this and might be a little early to talk about.

     

    4. How do you anticipate the retro positioning faring in terms of ratings?

    Well, we believe this will work in the Mumbai market. Our endeavour is to break the clutter and offer listeners content that is engaging and meets their aural preferences. Right now might be a little premature, but the feedback coming in from across the city has been extremely encouraging. We are confident it will work well with listeners.

     

    4a. Yes, your Delhi ratings have most certainly improved… In terms of ads, how has the higher ranking helped?

    Advertisers pan India have supported our decision. Differentiation is the way forward, and our advertisers realize that.

     

    5. What does your Delhi experience say… does retro music alienate the young and restless?

    Certainly not. We think the music from the sixties and seventies has always been appreciated by listeners across age groups. We think 92.7 Big FM can offer a distinctive change from the monotonous pattern of music that is heard elsewhere. We have seen an increase in listenership and are very happy with the results of the new positioning.

     

  • Buoyed by the success in Delhi, Big FM Mumbai too adopts differentiated strategy to break clutter

    92.7 Big FM goes retro in Mumbai too

    By A Correspondent

     

    After achieving much success in Delhi with the retro re-positioning adopted late last year, 92.7 Big FM’s Mumbai station has also turned retro. With its new tag line ‘Hit the, Hit Rahenge’, the station promises music from the 1960s to the 1980s along with heritage songs from the ’50s.

     

    The repositioning was effected on Sunday, June 23 and unveiled to the media last Friday (June 28). The announcement comes close on heels of its show ‘Suhaana Safar with Annu Kapoor’ launching with much fanfare.

     

    Said Ashwin Padmanabhan, Business Head – 92.7 BIG FM, “The decision to turn retro is backed by extensive research and audience mapping. As has always been our endeavour, we innovate with our offerings to ensure highest levels of listener engagement providing a ‘Life Banao’ experience. Our new positioning allows listeners to live in the present, while celebrating the past and we are confident of an excellent response as we look forward to further engaging with listeners and marketers alike.”

     

    According to a communique, the relaunch also promises a local flavour with Marathi-speaking RJs and play-out of Marathi music in the course of the week. The revamped content strategy will offer updates on stock and gold prices, city and sports news, traffic and weather status, music-related trivia, etc.

     

     

  • Reliance Broadcast Network Limited has announced a 20-30 percent increase in the advertising rates on its FM network, 92.7 Big FM. The rates will apply across its stations in metropolitan areas and tier II markets across the country

    92.7 Big FM hikes ad rates by 20-30%

    By A Correspondent

     

    Reliance Broadcast Network Limited has announced a 20-30 percent increase in the advertising rates on its FM network, 92.7 Big FM. The rates will apply across its stations in metropolitan areas and tier II markets across the country.

     

    92.7 Big FM’s decision to increase rates comes on the back of enhanced network performance and delivery, leading to higher market demand from advertisers, both retail and national, said the network.

     

    Ashwin Padmanabhan

    Ashwin Padmanabhan, Business Head, 92.7 Big FM said, “92.7 Big FM stands amongst the leading radio networks of the country. Our product mix, ability to innovate, solutions approach and unparalleled reach, sees us catering to almost 1800 clients on a monthly basis. It is now time to consolidate, while ensuring the aural experience is of best quality. This price correction will ensure that the core product and promise remain relevant to the audiences while delivering optimum value to the advertisers.”

     

  • Singing star Dhanush is to be the face of the awards, which will introduce new categories such as Best Promoted Movie, Best Entertaining YouTube Video and Best Entertaining Movie Trailer

    92.7 Big FM announces Big Tamil Entertainment Awards

    By A Correspondent

     

    Big FM is back again this year with the Big Tamil Entertainment Awards, its annual entertainment awards show catering to various fields such as Tamil Cinema, Music, Dance, Theatre, Television and Sports.

     

    This people’s award to recognize and acknowledge the contribution of talent in the Tamil entertainment industry is driven through on-air and on-ground activations by the radio network, and this year takes it a notch higher with south star Dhanush as its face.

     

    Partners in the awards include The Hindu (National Print Partner), Le Royal Meridian (Hospitality), Jaya TV (Television) and Skywalk (Mall).

     

    Commenting on the occasion, Ashwin Padmanabhan, Business Head, North and South, 92.7 Big FM, said, “The talent prevalent in the southern entertainment Industry is enormous. We wanted to seize this opportunity to establish a platform for talent across various fields to be promoted and honoured.”

     

  • Rohan Chandran jons Big FM as Station Head in BLR

    By A Correspondent

     

    Big FM has announced the appointment of Rohan Chandran as the station head for its Bangalore station. In his new role, Mr Chandran will report to Mr Ashwin Padmanabhan, Regional Head – North and South, Big FM and will primarily be responsible for the overall running of the Bangalore station along with revenue generation.

     

    Mr Padmanabhan said: “We are very excited to have Rohan on board who comes with a pedigree of success from his previous professional stints and has sharp insights on the consumers in Bangalore and South. We are confident that with Rohan at the helm, 92.7 Big FM will further cement its position as the leading media brand in Bangalore and Karnataka.”

     

    An engineer by education, Mr Chandran brings with him over nine years of experience. After his MBA from Management Development Institute in 2003, he joined Maruti Suzuki India, as the Territory Manager (Sales) for Kerala. In 2007, he moved to Reebok India where he was the Regional Manager-South for Sales and Retail operations.

     

    Mr Chandran said: “I am very positive about the opportunities which lie ahead of us. The team in Bangalore is young, dynamic and focused and we will together be able to further fortify the standing in the market. I look forward to working with 92.7 BIG FM in the next phase of my professional journey.”