Sameer Soni, Station Director, Radio Mirchi 98.3 FM
"Tapping into people’s emotions, that’s the mantra behind Mirchi’s programming."
"Tapping into people’s emotions, that’s the mantra behind Mirchi’s programming."Meet the Man behind the ultimate Bollywood station! In a candid conversation with Anushree Madan Mohan from exchange4media, Sameer Soni, Station Head Mumbai, Radio Mirchi 98.3 FM defines Radio Mirchi as a brand, traces the station’s core objectives and defines its programming content. Q. Which are the most popular shows in Mirchi? What role does the RJ play in the scheme of things? Unlike television, radio is not based on one hour show format. The time band is of paramount importance in this medium. One band flows into the other, the process is seamless. The RJ of the morning slot would shake hands with the RJ of the afternoon slot, but then that’s the nature of the medium. Hence your question should be- Which are the most popular time bands on Radio Mirchi? By default, it’s the morning and the evening time bands that generate the most listenership.
A radio jock is an integral part of the stationality of the channel. As a matter of fact, an RJ is that figure which brings out the stickiness in the medium. While everybody’s playing the same music, it’s the jock that brings out the distinction. But is the jock the only thing that lends relevance to the station? I think not! There are other factors as well, such as presentation, promotions, packaging etc.
Q. Does Mirchi make it a point to recruit seasoned jocks? Or are freshers acceptable as well? I can trace very few people, who would come under the category of seasoned jocks. Mirchi is open to recruiting freshers, as long as they fit the bill. We give them the requisite training before putting them on air. Youngsters are informed about what the brand Radio Mirchi stands for, they are given lessons in voice modulation and are taught the nuances of the medium. They are first made to do voice overs and are trained as voice artistes, before they are given the responsibility of hosting a show.
Q. What differentiates Mirchi from the rest? What are your key concerns as a leading radio station? The very name sets us apart, I would say. The other stations sound ‘Oh So English’, while Mirchi instantly gives a colloquial feel. The very name intrigues people.
Our concerns as a leading station? My biggest concern is consumer expectation management. Our listeners have a great deal of expectations from us and we have to be careful enough not to let them down. Another concern is change. In a medium as dynamic as radio, change is unstoppable but with it comes the fear of coping with change.
Q. How is Mirchi faring in terms of revenue? The profile of our advertisers varies from FMCG brands, telecom brands, consumer durables, petroleum giants, and financial entities. Mirchi has a platter of at least 200 advertisers. Tactical ideas, promotional schemes, contests, and creative solutions- various brands are partnering with Mirchi in every way possible. But moving ahead, for us to survive, the category has to grow. Having said that, it must also be said that the going hasn’t been easy for us! There is a fixed mindset that we have to fight against.
Q. Most music companies complain that with radio stations playing the full version of the latest songs, their sales have gone down. What would be your take on the same? Well, do I have a choice? How else would we be running the radio station? Besides, I don’t really think that there has been a dip in sales. If there’s music on the FM stations and people are listening, it should bring in more of a demand for audiocassettes and CD’s. Not the other way around!
Q. Would you classify the Mirchi Kaan awards as yet another branding exercise? I would look at it as a category building exercise. The objective is not to build Mirchi as a brand but build the category as a whole. Since radio is a new medium, there are very few people who would take the initiative to acknowledge creativity within the medium. And its not an easy task since there are no visuals to aid the task. The Kaan awards would build creativity in radio, as a whole. It would ensure that the creative pool within radio doesn’t go unrecognized.
Q. How would you define in one word? Mirchi= Entertainment. There can be no other definition!
Q. What’s the mantra behind Mirchi’s programming? Tapping into people’s emotions, that’s the mantra behind Mirchi’s programming. Radio is a very personal medium, it plays the role of a friend. A listener needs to get involved with radio. Mirchi expects its jocks to bond with the listener. There is a need to feel the pulse of the people and to connect with them at every level. For instance, the mornings have to start with on a positive note. Nearly every one’s schedule is more or less the same in the mornings. It’s up to the RJ to tap into the morning mood and offer hope for a brand new day.
Q. Has there been an increase in the ad spends of television channels off late? Oh Yes! There has been a definite increase in the ad spends of television channels, as far as Mirchi is concerned. While earlier, TV channels were merely flirting with the medium; today it’s a full-blown affair. They are doing programme promotions, brand promotions, contests and all the works! As to why, they have increased their advertising on Mirchi off late; the answer lies in the medium itself. Radio, as a medium is alive! Topicality, interactivity and the sheer numbers- these are the core reasons!
Q. Humor rules supreme when it comes to creatives on radio. Why is creativity within the medium restricted to spoofs and jokes alone? Well, I think that it’s a good thing! We Indians need to lighten up and laugh at ourselves more often. Frankly, we take ourselves too seriously. Humor based advertising adds some color to an otherwise mundane life besides adding value to the message at hand. But off late, there is a lot of experimentation going on with radio commercials. Creative minds are trying to tap into various emotions. The scene is not restricted to humor alone.
Q. Please give us a brief background about yourself. How did you begin your association at Radio Mirchi? My association with Radio Mirchi started off with one fateful lunch with Mr. AP Parigi, MD & CEO, Times Infotainment Media at China Garden. We had a no holds barred conversation, spinning around my career graph, my interests and my thoughts about radio as a medium. About fifteen days later, he offered me the position at Mirchi. Radio, per say, is an exciting field, one which offers great prospects for growth. And Mirchi as a station does stand for quality programming, it inspires instant recall amongst the people. I din’t think twice about taking up on Mr.Parigi’s offer.
A brief background about myself? Well, for starters, I am a true blood Delhite. I arrived in Bombay in 1991 and did my MBA from Narsee Monjee Institute Of Management Studies. Thereon, I took up a position in Deutsche bank. I soon realized that banking, as a field did not hold much interest for me. Which is why, I started out as an entrepreneur and established my own set up. But jewellery as a business venture requires plenty of investment and capital. Three years later, I took the decision to return back into the professional game. Which is where ETC comes in. As a satellite channel, ETC offered me tons of experience and learning. I have always believed that your learning is always the maximum in a smaller unit. What I got from ETC at that point in time, I couldn’t possibly have derived it from a bigger set up. At ETC, it was Mr.Yogesh Radhakrishnan who taught me the nuances of the profession. He in his rustic style attuned me to all there is to the game. I still regard him with the highest degree of respect. The next stage was of course Mirchi. And till now, the going has been great.
Q. How would you define Mirchi’s positioning? What kind of a music mix do you serve? Mirchi….Apka Apna Bollywood station! The ultimate stop for all the film world buzz. Mirchi caters to the young at heart. It’s a royal mix of fun and entertainment! As far as music is concerned, we are a hit radio format. We play music, which is already a hit amongst audiences. And we do not break new songs. 80 per cent of Mirchi’s content is contemporary Bollywood music. As far as retro is concerned, we generally play the old numbers post 9 pm at night or during the afternoons. That’s the Mirchi fare for you!
Q. Since most of the stations are serving a platter of Hindi music, how do you stand out from the competition? Don’t you think that this gives rise to a situation wherein everyone winds up sounding similar? People in this country bond with Hindi as a language. While English is a language that’s held in awe, Hindi is still the language that we are comfortable with. In an effort to impress those around him, a 19-year-old guy would probably drive around in a car with a Kylie Monogue number playing in the background but in the solace of his home, he would still tune into a Kishor Kumar number. Bollywood music would always be a priority. In a country such as ours, English is still a niche language and only appeals to select audiences.
About FM stations are sounding alike because of an almost similar tilt towards Hindi music? Well…. Have you looked at the television scene lately? What differentiates a Sony from a Star Plus? Or a Sahara from a Zee? Aren’t they all trying to cash in on Hindi content? Pick a family drama from a certain channel and compare it with its peers, would you notice much of a difference? I believe that while most FM stations concentrate on Hindi music, it is the stationality factor that sets them apart. Interstitials, promotions, contests, RJ’s, presentation, and packaging- all these factors set Mirchi apart from the competition. While ideas are limited in every medium, it’s the execution that counts.
Q. Would you say that the limited revenue that flows radio’s way is a cause for concern as well? It mustn’t be forgotten that as a medium, radio stations are fighting against a lot many constraints. On one hand, there are the regulatory issues. On the other hand, there is a set mindset that we have to fight against. Lack of authentic research is a major concern. The problem is that while a universal yardstick exists for television, a similar measuring device doesn’t really exist for radio. If its research that’s taken on by the stations themselves, it is more or less regarded with a pinch of salt! In such a scenario, planners are not fully convinced about the kind of reach that a particular station provides. And that’s one of the main reasons for radio getting a limited share of the ad pie.
Q. What all marketing activities have been taken on by Mirchi in order to build itself as a brand? Well, this question would require a flashback of sorts. In April 2002, we launched Radio Mirchi in Mumbai. Our outdoor campaign at that point in time focused on the frequency of the station. The hoardings went ‘ 98.3 Radio Mirchi! Its Hot!’ As a station we had anticipated that a lot of rival stations would be stepping in. Hence we felt that the first thing that ought to register in the consumer’s mind is the frequency. Now that we had imprinted the frequency in the consumer’s mind, it was time to concentrate on our tag line. In Stage 2, we used Bollywood as a platform to spell out the message. In other words, why is Preity Zinta seen in so many refrigerator commercials? Coz It’s Hot! Similarly, why is Salman Khan slipping off his shirt in every film? Why is Aamir Khan drinking so much of Thanda? The list of questions went on and on.
Now that we had translated our by line, we felt that it was time to interact with the public on a more intimate level. We started partnering with a lot of ground events! In the same vein, we partnered with college festivals like Kaleidoscope, Kiran and Umang in order to build on our equity. In the current day, we are a key element in the MTV Immies and the Bandra Festival. Again, we have Bollywood related activities like the Mirchi movie of the month, wherein we pick a movie and build programming around it. Another instance, would be that of the Lata Mangeshkar concert wherein we were in the forefront.
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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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