Rana Barua, National Head - Marketing, Radio City
"We have a proper in-depth research that we keep doing on this to keep music fresh. Other channels call themselves 'Adult hit contemporary channels', while we call ourselves an 'AC' channel, which is an Adult Contemporary channel. What we mean by that is that we keep playing music that can connect with the first generation and it necessarily need not be the latest hits. You will realise over time that we don't play so many hit songs. We do not chase hits like a new breaking song or something like that, which again is a big differentiator, and you will see our songs cutting across generations."
"We have a proper in-depth research that we keep doing on this to keep music fresh. Other channels call themselves 'Adult hit contemporary channels', while we call ourselves an 'AC' channel, which is an Adult Contemporary channel. What we mean by that is that we keep playing music that can connect with the first generation and it necessarily need not be the latest hits. You will realise over time that we don't play so many hit songs. We do not chase hits like a new breaking song or something like that, which again is a big differentiator, and you will see our songs cutting across generations."
Rana Barua, National Head of Marketing, Radio City, has expertise in strategic planning, new business development, market plan execution, cost containment, budgeting/finance, customer service, staff training, supervision and mentoring.
As National Head of Marketing, Barua is leading the national marketing team at Radio City, based in Mumbai. He looks after all national marketing initiatives. The focus of his assignment is to further build on the innovative never-done-before aspects of marketing, which will further build the brand, Radio City.
Prior to joining Radio City, Barua was with Bates Enterprise as its Vice-President and General Manager.
During the course of his career he has been instrumental in client management/relationship building, competitor and market analysis, 360-degree marketing solutions, consumer understanding and targeted marketing. Barua has the experience of launching a number of durable, FMCG and entertainment brands through his tenure of over 12 years as an advertising professional.
In a freewheeling conversation with exchange4media’s Jagadeesh Krishnamurthy, Barua talks about the marketing initiatives of Radio City, DAR and Dairy Panel methodologies as well as the FM channel’s programming mix.
Q. What was the whole idea behind the new ‘Whatte Fun’ initiative from Radio City?
The idea started when we thought that it was the right time to go for differentiation. Radio, we all are aware, is a very low involvement medium. To position radio into the minds of the listeners is to stand for something which is more than just plain vanilla reasons. So, if you take the entire genre that we thought was the platform of fun. And, our entire thought and idea was that if we want to involve listeners, even if he listens to the radio for half an hour, was to position the channel as something which is full of fun and energy. The insights that we got were that whether it’s a male or a female, it’s a whole day of stress filled work and challenges and rather than being a static medium in the background if we can provide that half an hour of respite with fun then ‘Whatte Fun’ as a proposition will fulfil its objective.
The SEC AB, which we are targeting, comprises a sizeable audience in our markets. If you take the entire AB audience in the market, Radio City will have close to 50 per cent of the audience.
Q. Talking about methodologies, Radio City has recently endorsed the RAM. But criticisms have already come in for the Diary panel methodology that is going to be used. What is your stand on that?
I am not sure who the players are who have expressed displeasure over it as along with us Red FM and Big FM have already come together for it. Our only point is that Diary is naturally going to be a much more robust measurement system. I heard during the IRS that it is not the most updated or the latest methodology. We need to understand that moving to an electronic meter is not only going to be expensive, but also a huge exercise for all of us. As of now, with all the dry runs that have been done with RAM, the Diary methodology looks much more robust than the DAR methodology. And as the market grows, sooner or later, as is known, they might migrate to the electronic meter.
Q. What are your plans for Visual Radio?
As of now, it is very early days for us. We know that it’s a very big medium and we have a person looking specifically into it.
Q. Are you looking at competition from satellite radio?
No, because FM radio is a completely free-to-air medium, and satellite radios have a completely different business model.
Q. What has the listeners’ response been like?
Initially, whatever response we are getting, which includes programme linked, has been an extremely positive one. A lot of people have seen our music video; lot of people have come into this ‘Whatte fun’ kind of a point as it is actually “fun ki nayi bhasha”. We will now start promoting this in a very big way, coming through which you will see a lot of creative advertising layout. Our idea is to say that “fun ki nayi bhasha” is Radio City ‘Whatte fun’.
Q. Radio city has been pretty vocal about the DAR methodology being helpful for the players who heavily spend on outdoor. The recent ILT figures, which use DAR methodology, show that you have an increased market share. Would you attribute this gain to your marketing efforts?
It is not just the marketing. In fact, whatever figures that we see now, whether it is ILT that we don’t subscribe to, or even our own internal track, which is a brand track done very scientifically through Synovate, we are seeing positive numbers. More than marketing, I think why we managed to do is because of the understanding of our listeners, which we have been talking for a while now. We have actually done a lot changes in the music – the kind of music they want, the kind of programming they want to listen to – and which is why we have introduced a show like ‘City City Bang Bang’.
We have a proper in-depth research that we keep doing on this to keep music fresh. Other channels call themselves ‘Adult hit contemporary channels’, while we call ourselves an ‘AC’ channel, which is an Adult Contemporary channel. What we mean by that is that we keep playing music that can connect with the first generation and it necessarily need not be the latest hits. You will realise over time that we don’t play so many hit songs. We do not chase hits like a new breaking song or something like that, which again is a big differentiator, and you will see our songs cutting across generations.
Q. How different is your marketing in the rural and the urban markets?
The way our marketing works, at least in Radio City, it is very centrally driven. The corporate office in Mumbai drives the strategy in the country because we are very careful about ensuring that the Radio City brand that we are building nationally is the same everywhere, yet city-specific initiatives are taken. Which is why, whether it’s through the marketing or programming, we are trying to get a complete synergy that I think we have managed to do so now. That is why our stations in Delhi, Mumbai or Bangalore will sound absolutely different from each other. But that doesn’t mean we stop doing any local initiatives or tie-ups. The only thing is of the proposition that comes with certain values that make up the Radio City brand. We will not do certain things and that has been told across all stations.
Q. Which is easier to sell – Talk radio or Music radio? And, which format do you see growing?
As of now, it is very much music. We are not very sure about talk radio. I think it’s very early days and unless there is a very huge media involvement per se, which may happen in a year or so. In terms of growth, it will definitely be a balance between the two.
Q. You have in the past said that marketing helps in ILT figures. So, do you agree that marketing has helped Radio City in the ILT figures?
No, not really. We haven’t done any marketing during that period. We have got the figures, and I think figures have come more so because of our change in the overall mix and music. And, people are actually telling us “your music sounds better”. When we go out and speak to other people, be it listeners or even people in the trade and advertisers, we are getting a positive feedback. This change began in March or April and as you might be aware, we have not done any major advertising campaign or anything in Mumbai. We are doing it now because of the change in proposition.
Q. Many forums have reiterated that radio is a local medium. What have been your efforts in getting the local retailers to advertise with you?
We are very strong with the retailers. For example, what we are doing in all our markets, whether it’s Bangalore, Delhi, Lucknow or Mumbai, we have a Sunday two-hour special only for the local retailers. That is one way of doing it. The other way of looking at it is the local language in the market. So, it’s not necessary that in Chennai I will go Tamil.
My programming is completely different from other channels’. For example, my morning begins with English, then I play Tamil and then I again play English. While in Hyderabad, while everyone plays Telugu in the morning, I play Hindi. Now that gives the local marketers or retailers a completely new avenue to do their advertising. So, if you have five channels doing the same, this gives them a chance to move out and get a good opportunity to exploit the same. So, it is actually possible to create shows not necessarily by the market understanding but also by keeping in mind the profile and the psychographics of the market.
Q. Advertisers are asking for ads which are more than just in-between song placements and RJ talks. What have your efforts been in this regard?
The biggest advantage that radio does, which we realised sometime back, is activation, which is why we have tied up with Vibgyor, an activation agency. Advertisers are using it to launch their products – be it beauty bars, television soaps, etc. What a radio channel does for him is that apart from the announcements it also allows interactivity, which is on-ground. The only difference we are bringing to the table is that we are not saying, ‘we are the experts’, but we have an expert to do it for you.
Q. Finally, what is your wish list for Phase III?
I think what we all are looking for is the News. Because, when you are on the move, then you can just pick up your radio and listen to the latest happenings instantly. I think that is the biggest thing that we need and one which will change the medium very dramatically.
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TRAI releases Consultation Paper on reserve price for auction of FM radio channels
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6
The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".
The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.
Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.
As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.
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ShareRadio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam
Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala
Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.
The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’
It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.
The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.
The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.
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PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative
In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic
As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.
Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.
PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’
I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission! @FeverFMOfficial
— Narendra Modi (@narendramodi) September 12, 2019
Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”
Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”
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RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues
To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community
93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.
RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.
RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.
To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.
Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”
Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”
To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.
Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.
The campaign, which began September 4, runs till September 13.
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Dia Mirza supports BIG FM’s green Ganesha initiative
To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza
For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.
The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.
15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.
To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.
Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”
Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”
Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”
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Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019
The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.
In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.
Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.
If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.
In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.
The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.
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FM Tadka goes for makeover with ‘Apni Suno’ campaign
Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change
Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.
The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.
“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.
“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.
Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.
Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”
Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody. FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.
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