Vehrnon Ibrahim, Executive Producer & National Programming Head, 93.5 RED FM, Radio Today
"The sad truth is agencies today have lost the edge to use gut feel and stick to numbers which in a creative business can be a contradiction in terms."
"The sad truth is agencies today have lost the edge to use gut feel and stick to numbers which in a creative business can be a contradiction in terms."The private FM radio stations are experiencing a cut-throat competition in the market especially in the Mumbai city. And if you are the last one to enter the market life becomes far more difficult. So we met Vehrnon Ibrahim, the Executive Producer & National Programming Head of Radio Today's 93.5 RED FM, the fifth player to enter the market in Mumbai, to know how they are coping up with the challenge of being the last entrant.
A real music freak with rich experience in entertainment industry, Ibrahim's vibrancy, fun loving attitude and wittiness personifying RED's personality says it all.
He doesn't seem to be perturbed much about the competitor's claims as he proclaims that we are bang on target in reaching out to our listeners.
In a candid chat with Akshay Bhatnagar of exchange4media, Ibrahim refuses to bother too much about being different from others and instead stresses on the need to create own hard burn programming formats like the Western market to survive in the long run. Plus, he hints on the new programming initiatives bringing the action live on air! Q. In your opinion, which kind of radio programming formats do you think should be more successful in Indian radio FM market? If I tell you that don't you think I'll be giving my programming strategy to you?
Q. When are you launching RED in Delhi? We are targeting RED launch some time in January next year. You know the score. Operational logistics are still being worked etc… We are in the process of hiring the key members of the core team to manage the show.
Q. How's RED doing in Mumbai? ell, it's doing very well! The launch in Mumbai has been very well received by the listeners. I'll give you one example. Recently after a great meal in one of Bombay's hidden away eateries in a narrow by lane, I got into a conversation with a young fellow who was selling cheap radio sets on the pavements. Being both in the same line, sort of, I asked him what stations he liked, the chap at once said 93.5 RED as his favourite! He said it was addictive even though there are 5 FM players in the Mumbai market. So that's the kind of response we are getting from every quarter of the city.
Q. What has been your programming strategy? We are very focused on being vibrant, fun, witty and personality oriented rather than just technology driven. The technology can be copied quite easily. Personalities cannot. Also instead of aping successful FM radio programmers the world over, we have been very specific in our content approach by focusing on local taste and culture in our content selection and presentation. India is a unique market and products that are successful abroad may not necessarily work here if our needs are not understood. You might say that idea is nothing revolutionary but you'd be surprised at some tactics.
Q. How is it going to be different from the Mumbai RED? Both stations are RED but that's it as far as similarities go. Yes, whatever programming can work in Delhi market will be carried over from Mumbai. But it's going to be an out and out Delhi station with its own typical Delhi flavour with the same fun and madness associated with RED FM in Mumbai.
Q. Ok. Does it make RED different from other FM radio stations in Mumbai? Let me put it this way. Why should we bother too much about being different? India is a country which thrives on humour, entertainment, fun, wit, music and movies and sure - sports. We got to just follow these appeals of the Indian psyche and create programming in the proper manner without getting too much into the aspects of being different for the sake of it. The question is how not what to programme. I am more bothered about when and how should I air my exclusive programme, let's say an interview with Amitabh Bachchan. Shall I run it 5 times a day or just once? Hit out like an ad ROS or promo it to the ground so the tension is built and released… These are the important issues. The Amitabh interview will air for sure but when and how, that's what makes us different.
Q. Radio FM has just begun to evolve in the Indian market. So when do you the think the market is going to mature in terms of content? That's an interesting question. It's purely a matter of time before everyone eventually creates their own hard burn programming formats. This misinterpretation of all stations sounding the same will eventually go. Take the example of CNN and BBC that are both international news stations so they look and sound the same but in terms of programming, they are miles apart. Right now all the private FM stations have just started. Give it some decent time to evolve in terms of different TG focus programming. If A is playing a song Sharara Sharara… and B is also playing the same, they are criticized for using the same programme. Today, most stations are hitting at the TG which has the numbers. The sad truth is agencies today have lost the edge to use gut feel and stick to numbers which in a creative business can be a contradiction in terms.
Q. As you said there is not much difference in programming, does this minimal differentiation applies to the target group also? Unlike other mediums, FM radio still has no people meter as such. So the least said, the better it is in terms of ratings. Brand recall could be irrelevant. Michael Jackson is known by 50% of our country but did not sell enough units of his last album to pay for the printing costs of the cassette cover. But even without ratings we know one thing, RED FM is bang on target in terms of reaching our 70% of Bombay. Our interactivity channels like telephone lines and SMS experiences network crunching amounts of traffic. Our own call out data backs this up. What we know from our personal experience is that our listeners are very lively irrespective of their profile. So in terms of TG, we have them in the cross hairs.
Q. So what are RED's future plans in terms of programming? With in a few days of launching, we carried a DJ live on turntables from our studios. Recently, for the first time in India, we went on air live from a night club and received a huge response from the listeners. We also are the first station to have a late night chat show about more "mature" problems. The idea stemmed from the fact that Radio was meant to be a companion and therefore if one of our listeners has a problem and has no one to talk to about it, he/she calls us. And these are not jocks that man the show, these are qualified people.
We plan to be where the action is, whether it is a college show or a disco or a shopping mall or a Goa party. That's only the tip of it. We got big surprises up our sleeves for our listeners for the next few months. Yes, India is a country that moves on movies and sports. And I'm sure no programmer can miss out on that. And yes we are heavily focused on that but beyond that, I cannot tell you anything more on our new initiatives. That would spoil all the fun. Wait for the action to happen!
Q. What kind of music programmes do you air on RED? We play the hits. We play all the hits no matter what. Hindi or English. That's all we play. All kinds, all genres, all likings and tastes ranging from Hindi movie songs to Urban jams… We have no quota of any particular type of music or language, we just play what the city likes to hear. Then we play it again. Defining what a hit is can be perplexing but we have our ways derived from both logical progressions and gut feel. Some songs can even be smelled out coming at you while walking through a crowded fish market and others can slowly wake up to become sea monsters and sit on the play list for a few months. Either way we have a net and pretty much catch the lot.
Q. A recent study of the Mumbai radio FM market showed that more than 90% radio FM listeners belong to the home segment. Does it mean a different kind of programming for them? Absolutely yes it would. We have different kinds of content mix to suit the needs of the listeners whether they are listening from their home or car or office or even shops etc. But along with that, the mood of the listener also matters a lot to us while planning the programmes. So we are targeting different hours of the day to reach out to our listeners in a different way, both at peak and off hours.
Our RJ's TJ, Jose, and Mohan are really rocking. The phone lines are jammed. The best part is that each one has their own distinct identity. Most of the callers on Jose's show are girls, he sure seems to have made an impression on them. Mohan gets the more mature callers while TJ gets pretty much all of them. I think each one has carved out a niche for themselves in terms of appeal.
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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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