Industry Leaders, Interviews, Special Reports

HOT 100 – Radio Broadcasters – Nisha Narayanan, COO, 93.5 Red FM

One reason that Nisha Narayanan believes 93.5 Red FM has managed to hold its own in the radio broadcasting domain is that it has sounded the bugle for …


One reason that Nisha Narayanan believes 93.5 Red FM has managed to hold its own in the radio broadcasting domain is that it has sounded the bugle for the common man’s issues in true ‘Bajate Raho’ style. While it has constantly strengthened its connect with metro listeners through multiple campaigns like ‘Red FM Ka Thappa’ and ‘Water Bachega to Sabmein Batega’, these initiatives also helped it build mass outreach to its target audience in smaller cities and helped it grow from a three-station network to one spanning 32 cities.

These programs included over 20 Red Live concerts organized across major cities as well properties like ‘Bandstand’ (created to promote budding musicians) and events to capture regional festivities like Navratri celebrations with ‘Red Raas’. “Our campaigns are in-line with our brand’s positioning as we endeavor to connect with listeners on-air, but also stay connected with them through on-ground activations and digital engagement,” Narayanan stated.

Digital, according to her, is the next big opportunity and the biggest challenge for the industry. Widening the scope of radio by creating content on digital is critical to ensure that brands catch their audiences across various platforms.This year was equally exciting for the brand as it won 13 awards across five different categories at the India Radio Forum 2016. It also bagged 15 awards at Golden Mikes and ACEF Awards 2016.

Going forth, Red FM is turning its attention towards retro music with its soon-to-be launched radio station in Mumbai on the 106.4 frequency; its second frequency in the city. The company is also preparing for its foray into Srinagar and Jodhpur, the foremost cities from the first round of its Phase 3 launches. The addition of these new cities promises to bring heft and muscle to Red FM’s already substantial presence in the radio spectrum.

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