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All that song and dance
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If programming fails, use goodies to woo the listener
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A PRIZE A DAY: Jaideep Mukherjee of Radio City in New Delhi.
Want to hold the listener, give him the goodies. With all the three private FM stations having almost similar programming, the stations have started attracting listeners by holding simple contests with big prizes.
If Radio City is offering 15 motorbikes in 15 days for identifying a popular soundtrack, Radio Mirchi is offering a variety of prizes provided you have numbers 9-8-3 in your day-to-day life. This is an interesting way to promote the frequency of the channel. Experts say during listenership surveys people remember the station but goof up with the frequency - 98.3 in this case. This is an easy way to make him remember the frequency.
Some one who has these numbers in his mobile number, or credit card or bank account for that matter is eligible to participate in the Mirchi contest where one has to complete a slogan "Radio Mirchi is hot because... " Prizes include a trip to Sri Lanka.
Says Jaideep Banerjee, Programming Head, Radio City, "We have a loyal listenership. The contest is an opportunity to reward them. During the last few months, we have tightened our programming by giving attention to minute details. Now the effort is to attract the listener through the contest and make him stay through a well executed programming strategy."
Those who have missed the news, Radio City has moved out of the Star bouquet and is being promoted by Music Broadcast Private Limited.
`First to move'
On the charge of parallel programming, Banerjee asserts they were the first to move out of the set programming to thrillers and horror stories. Despite losing connection with the Star, Banerjee says Kyunki Saas Bhi Kabhi Bahu Thi will continue on Radio City.
Sharing the new strategy Banerjee says, the effort is to avoid clutter. "Jockeys have been asked to talk to the point and the station is now playing researched songs. We can no longer take it for granted that only Punjabi music attracts Delhi listeners. We are listing songs on the basis of mood, tempo and energy. There can't be one rule or choice when it comes to music, still there are certain songs, which work well at a particular time of the day."
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Metro Plus
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