Tapas Sen, Senior VP (Programming), Radio Mirchi
<p align=justify>“Unfortunately, programming is something that you can’t quantify. We undoubtedly have the best minds of the country working for us and we have put in a huge amount of time and resources in training them. Training them involves getting some of the best people across the world and sending them abroad so that they can spend large amount of time with other large networks and benchmark themselves against the best.”
“Unfortunately, programming is something that you can’t quantify. We undoubtedly have the best minds of the country working for us and we have put in a huge amount of time and resources in training them. Training them involves getting some of the best people across the world and sending them abroad so that they can spend large amount of time with other large networks and benchmark themselves against the best.”
For Tapas Sen, Senior VP (Programming), every day at Radio Mirchi is hot! Hot because of the activity, enthusiasm and the “Mirchi quotient” which keeps listeners as well as the radio station staff upbeat about life. Sen did his schooling from Mt. St. Mary’s, New Delhi, and graduated in Zoology. His stint in Radio began in 1987 as a casual announcer with All India Radio. Subsequently, he got into making radio documentaries and one of his works, Changing Modes of Protest in Black Africa, was nominated for Akashwani Awards.
He joined Times FM in 1993 as the programming head of Delhi station. For a short while, he worked as the Executive Assistant to Samir Jain, Vice-Chairman of Bennett, Coleman & Co. Ltd. which owned the channel. Sen’s interest in academics is evident from the manner he educated himself at various radio stations across the globe and spread his knowledge to students at Jamia Milia University. He was also selected by Coca-Cola as country representative for World Radio at Atlanta.
Now, as Senior VP (Programming), he is responsible for all the content in the seven Radio Mirchi stations. He shares with Malini Menon of exchange4media the road ahead and all that would make Mirchi even hotter. Q. What is the extent of regionalisation that is done in the content?
For instance, in Kolkata we know that Hindi music outsells Bengali music. That is our study. Amar may have had a different study. So we found that the common denominator is Hindi music but we also found that most of the people speak in Bengali. Even the non-Bengalis in Kolkata are absolutely comfortable with Bangla, so we decided to let the speech be in Bengali and the songs be Hindi. We do have some Bengali songs now and then. This is because we have found the same listener listens to both. We had the liberty there.
If you take Chennai, we wanted to introduce some English numbers but we found that a major chunk of the population speak in Tamil and like Tamil music. So when we are talking about regionalising, we are talking about what Chennai is all about. Our TG is 15 to 25, so we take the interests of that particular group and the content of the programme is specific to the likes of the listener. How we regionalise it is by involving the TG with the city. For instance, if there are two events in town, one of a major disc opening and the other is the opening of one of the best libraries. Probably we will take the disc opening simply because it appeals to my TG more.
Q. What is the benchmark that you have set for yourself?
Unfortunately, programming is something that you can’t quantify. We undoubtedly have the best minds in the country working for us and we have put in a huge amount of time and resources in training them. Training them involves getting some of the best people across the world and sending them abroad so that they can spend a large amount of time with other large networks. So the benchmarking is done though training them to be as well equipped as any radio station abroad. When I spent time in TripleM in Australia, I actually spent a lot of time understanding the standard of programmes they have. What is it that they call a good jingle or a bad jingle?
However, what we do have as a prerequisite is that there should be a Mirchi quotient to everything. For instance, in any other radio station you’d say the temperature outside is 23 degrees Celsius but at Mirchi we have prohibited anybody from saying this. We would say the temperature outside is 23 degrees Celsius and the temperature inside depends on whom you are with. So the Mirchi quotient is a very important factor.
Q. Most of the private FM channels take the tried and tested way. Are you also adopting the same route?
Firstly, there is nothing wrong in taking the tried and tested route. Secondly, if we were taking the typical tried and tested route, we would have mixed all kinds of music genres. If you notice, All India Radio has gone the actual tried-and-tested way. They have all kinds of music in the same hour and then they will have something for everyone across the week. They have programmes for adults, children, women, pregnant women, animal husbandry, agriculture, etc. They have programmes for everybody, which is the tried-and-tested way. Now, we have not done that.
We are very clear that this is our target audience and we have found out their likes and dislikes in a very scientific and systematic researched way. As a result, we have very deliberately and consciously sacrificed certain things. For instance, if you look at our retro music, Win used to play a lot of retro music along with their other music. Radio City still does that. We are very clear that we don’t want to do that. If you go to a Chinese restaurant, you can be served the best Chinese food and not Indian cuisine. We are a Hindi contemporary music channel and we want to stick to that. We don’t want to confuse our listeners. There is a saying abroad: radio, as far as the formatting is concerned, is so predictable that it’s like flicking a switch. So, when the listeners flick on the radio they want to hear the expected sound. It does not mean the same song. Imagine a jazz station playing Michael Bolton. They will burn down the station. So even one song that does not fit your positioning can ruin the mood of the listeners. Hence, it’s not really correct to say we have gone the tried and tested way. We have decided our TG and we are catering specifically to their choice.
Q. Do you innovate the jingles too?
Yes we do. What we have done is to come up with channel promos. We have based it on very famous Tamil or Hindi songs and parodied on that. There is a huge turnover of these jingles. So people are constantly hearing something that is created exclusively on jingles. What we have done in Kolkata is that we have found that the Bangla bands are highly popular; so we asked the Bangla bands to do the channel promos. The set of people who do endorsements in Kolkata are very different from those who do it in Delhi. The commonality would of course be the Bollywood stars whether it is a Shah Rukh Khan or Aishwarya Rai. However, there would be a local feel to it. So if it is Kushwant Singh in Delhi, then it will be Bangla band in Kolkata and Illaya Raja in Chennai.
Q. Do you come up with ‘create a jingle’ contests or something on those terms?
I think, ‘create a jingle’ contest was done in one of the stations and it is an idea we want to take forward on a larger scale. In fact, when we did it on one of the stations, it turned out to be a big hit. We do intend to carry forward this idea.
Q. Which would be that one show that you would call extraordinary and feel proud of?
We are very proud of all our programmes. If you ask me the best one, I would say very recently when Veerappan was shot late evening, the next morning for the breakfast shows we had DGP Vijay Kumar on air. I know we had beaten the press to it. We had some of the journalists calling us up and asking for Vijay Kumar’s number. That was something we were really proud of because we were among the first to get him for our listeners.
Q. Incidentally, other channels are also following your route, so what are you doing about this?
Yes, they are following what we are doing but not completely. Our competitor is doing a lot of talk shows. I don’t think there is any radio station other than AIR that does plays, talk shows with music. We are not doing that and this is the clear differentiator. Also, if you look at our programming, the Breakfast Show is very distinct. We have what we call a fabric, which is very thematic, something that Delhiites wake up to. For instance, not everyone in Delhi was waking up to the American election. But they may have been waking up to the Nagpur Test. So we try and capture that mood of the city. Also, we are very consciously city-centric. The positioning we have taken is that we are all about Delhi or let’s say we are all about Chennai. So if you listen to our Chennai channel, you will think it’s so completely Tamil. We have not been conservative that way at all. We have been very clear what the city wants and that has been our stand.
Of course, there is a huge overlap of music, which is the reason why you find the commonality. This factor will correct itself as we go along. We believe when you have multiple radio stations, you will have to make a choice. Today there are around five radio stations. When there are let’s say 10 or 11 stations, you will be forced to choose one particular kind of music. So some stations will become retro stations and some will become Western music stations, some Punjabi stations. So that correction is a market correction. Right now, we are sticking to our TG in a slightly generous manner. But this will become far more focused in the times to come. So all music stations will choose their distinct positioning. GO, for instance in Mumbai has chosen Western music, which is the right way to go. Amar in Kolkata has chosen pure Bengali music, which is good and I hope that they stick to their positioning.
But what has happened is that even GO sometimes diluted its positioning by introducing Hindi music. The result is that they are not getting new Hindi listeners because these listeners think they are Western and the Western music listeners are getting turned off because they are playing some amount of Hindi. That is where marketing comes in. So this correction is a marketing correction and it will happen in due course of time.
Q. You made a claim that 32 lakh people like to listen to Radio Mirchi. Is this kind of claim essential for publicity or is it a soft trap for advertisers?
The 32-lakh number is from Indian Listenership Research and the idea of putting that on radio is because, firstly, everybody likes a winner and it would feel very good if somebody endorses my channel. So we are saying that if somebody were listening to Radio Mirchi in his car, it would make him feel good to know there are another 32 lakh listening to the same station. So the message is: you are with the winner, stay with us. Secondly, we want these numbers to percolate to the advertisers and make them aware that we are actively speaking to 32 lakh people. With TV there is fragmentation, but not so in the case of radio.
Q. Do you make any extra effort during the peak TV hours so that you don’t lose listeners?
We are not competing with TV channels. Both have their peaks. If you look at the typical radio listenership peak, you will find that towards the evening there is a dip. What we do is to try and make the evening programmes very interactive so that there is a lot of involvement. Secondly, we add a lot of contests so that there is a tangible benefit to the listener. By focusing ourselves on the TG we have discovered that the overlap between our hours and the TV soap hours isn’t that high.
Q. There are some regulatory restrictions on content. What kind of changes in these regulations would you welcome?
Largely, the restriction is on news and because we can’t give our listeners news, it largely affects us. We give our listeners information and entertain them but can’t give them news. And radio listeners all over the world are very used to hearing news. Even AIR gives news. A listener who has been with us for an hour or two may feel that he is disconnected from the rest of the world. So, somewhere if there is 9/11 happening, then there’s no way he would know through us, and if he has been listening tour station for say two hours, he will feel betrayed when he finally gets to hear such a thing had happened. Not just Radio Mirchi, the whole medium is losing out if we cannot give news. It’s a major political superstition that we can’t do news because almost all FM radio stations are affiliated to major media houses. Like we are to the Times of India, Red is to the India Today group, Radio City is to Star News. So what are we talking about? I think we will be able to deliver a far more holistic and comprehensive experience to listeners if we are allowed to give out news.
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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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