Sunil Kumar, Managing Director and CEO, Big River Radio India Private Limited
"All radio commercials sound the same. They have to be more creative. They can be done in something that sounds like a mother’s voice, a kid’s voice or a romantic tone; various things can be done. We should include the aspect of drama in radio. Only then will commercials be effective."
"All radio commercials sound the same. They have to be more creative. They can be done in something that sounds like a mother’s voice, a kid’s voice or a romantic tone; various things can be done. We should include the aspect of drama in radio. Only then will commercials be effective."Before starting his own radio service, ‘Six O’clock FM’, later branded as ‘Radio 1’ on All India Radio, Delhi, Sunil Kumar worked for Ulka, O&M and Edge Communications. In 1999, he joined Radio Mid-Day; moved to Zee Telefilms in April 2000, and was soon appointed Vice President, Sales and Marketing, Zee News. Later, Sunil represented the BBC World Service for its radio and online services in India, and now heads Big River Radio India Private Limited, a radio production and services company, as Managing Director and CEO.
In conversation with Jasmeen Dugal of exchange4media, Sunil shares his views on private FM radio stations, five effective radio commercials, and the difference between brand recall and listenership.
Q. There are rumors that you are setting up a station in Dubai… If we do get a chance to set up stations abroad, we will look into it. We are talking to a station in Dubai.Q. From your experience, do you think the markets and audience in Dubai and India are the same, or do they differ? In terms of audiences, they are the same in India and Dubai. The brand is different, but the markets are the same.
Q. Tell us about your early days in radio. I was in advertising for ten years. When the government began the Privatization of FM in 1993, I picked up a slot, which we ran successfully until 1999. We did western music and ‘Drive Time’. Moreover, there was a lot of interactivity – call-ins, interesting contests etc.
We had programs like ‘Make and Masti’, which ran for years and ‘Bole Mere Lips,’ which ran for almost five-six years – it was one of those wacky programs featuring silly questions with equally strange replies! People loved it.
Q. What about your spell with BBC? Were you merely providing content or were there other aspects to your role? We helped BBC build relationships with private operators in India. I represented their radio initiative in India. At that time, they did not have a marketing set-up here and I represented them.
BBC has a broadcasting arrangement with many broadcasters worldwide, especially on their FM channels. Therefore, they get into these relationships the world over. These channels are local in terms of technique. Somebody could be carrying a business program; alternately, somebody could be carrying a sports program. And they can be given to you live. Alternatively, we can give recorded programs like UK Top 20, interviews with important people etc. Also a lot of event coverage like the World Cup Football. In some cases, BBC produces programs especially for the station, if they develop a relationship with the local station. For example, we gave coverage to Radio Mirchi on the ICC Series in Sri Lanka.
Some of these relationships are long term; some are short term. The idea was to support BBC and bring the two together.
Q. You were with Zee for a short time … Zee was getting into radio and had picked up twenty-eight stations. I worked with Deepak Showrie and handled operations until such time it lasted. With radio not happening on their agenda, they posted me to Zee News. I was in sales and marketing for six months and it was a good learning experience; I got a good idea on how television runs.
Q. What made you join Radio Mid Day? What we were doing was small league; Radio Mid Day was big league. I joined Radio Mid Day in 1999, as I knew it was time to get into the big league. In those days, Radio Mid Day was getting into the new licensing regime, which really meant interacting with the government, setting up a new market, and studying International trends in Radio. That meant traveling abroad and I spent a lot of time in UK. I was posted in a station in Brighton, and worked as assistant station director there.
Q. What about Green Channel? Green Channel was managing content for BBC. BBC already had a team generating content; we simply put it together; it was about creating extra value for the content.
Q. Tell us about Big River Radio’s agenda. Big River Radio creates services, which the radio industry needs. Of course, we may go for licenses in the second round. If we can afford it, we will go for it. We are the only radio-only company. There is no other business than radio. All other stations like Mid Day and Times have other businesses.
Many people want to listen to good Western music and there is no source. We spoke to All India Radio and picked up slots in Delhi, Mumbai, Bangalore and Chennai. The USP is good western music with a local flavor, although admittedly, it is for a niche 5% audience. In any medium, there are stations especially for niche audiences. In television, there is ESPN and Discovery.
The target audience is the 30+-age bracket, who is global in outlook; people who talk English, think in English, and do not want to settle for only Hindi music. We thought there was a need for Western music. In fact, the idea took birth when I was having a discussion with my friends in the radio business, and one of them joked, ‘There’s no station for people like us; how about having a station for us?’ I could immediately identify with what he was saying. In addition, there are brands like Nokia and Sonata who need a platform to reach a niche audience too. Where do they go?
The next thing on our agenda is Brand Radio. If a client, agency or brand manager has a brief, and is looking for a program that goes with the values of his brand, we provide him with the needful. A good example is Maruti Traffic Beat. Maruti has a huge customer base coming out of ‘Traffic Beat’. We did ‘Bole Mere Lips’ for many years. This was for Uncle Chips. They wanted a program titled ‘Bole Mere Lips’. Why not? That helped the brand. It is an art. If you go towards ‘brand, brand, brand,’ it becomes boring. It is important that a program remains fun, even if there is an audience who do not consume your product. Traffic Beat does not say, ‘Only those who drive Maruti, take this route!’ Moreover, we are not telling you to advertise on a particular program; you choose your own markets. For example, a bank could host share market reports. Expensive up market car companies need not only talk about cars; they can talk on things that the target audience can relate to – getaways, current affairs, parties, Bollywood, etc. Credit Card companies are not getting a good response from women; so they could go for a program that would appeal to women, drawing their attention to the benefits of going in for a particular credit card.
We also provide content to stations abroad. Over a hundred stations in the US cater to the Indian diaspora. We are coming up with syndicated shows, and are looking at new formats of radio – news, sports. We are constantly interacting with ESPN. ESPN has two stations abroad. We are talking with them about the possibility of doings things together.
Q. Name the five radio commercials you think are effective, and why?
Q. Radio commercials are being criticized, perhaps because people who are used to create television commercials are creating them; thus, it is not as effective. How can we combat this? All radio commercials sound the same. These commercials have to be more creative. They can be done in something that sounds like a mother’s voice, a kid’s voice or a romantic tone; various things that can be done. We should include the aspect of drama in radio. Only then will commercials be effective.
Q. Technically, is there a difference between brand recall and listenership? There is a certain amount of unconscious brand recall. People would recall Mirchi more than the other stations because of their aggressive advertising and hype. Initially people will tune into a particular station due to the brand’s hype, but later they would go back to a station for the music.
For example, Zee News is known as a brand. Everybody knows it is there. However, that does not automatically convert into audiences.
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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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