Industry Leaders, Interviews, Special Reports

HOT 100 – Radio Broadcasters – Tarun Katial, Reliance Broadcast Network Ltd

Reliance Broadcast Network Ltd, which operates 92.7 BIG FM across 45 stations across India, has an exciting year ahead. Having acquired 14 new stations in Phase 3 auctions last September, Tarun Katial is busy preparing to launch the brand in key cities like Pune, Nagpur, Lucknow, Patna, Varanasi, Kolhapur, etc.

Aware that it will be vying for listeners’ attention in many of the same cities where 100 new stations will also be launching their radio stations this year, 92.7 BIG FM decided it was time for a cosmetic makeover. It changed its logo to present a more contemporary design and look more vibrant. “The logo change was with the intent of reflecting our brand’s distinctive image across our wide audience set,” Katial explained.

To seed thoughtful programming concepts in its shows, last year, the brand decided to revamp some shows. One example is its Chennai station, which started playing Top 100 Kalakkal Hits to provide an engaging platform to denizens with an inclination towards Kalakkal music.

Amongst the first radio stations to introduce personality-led shows, the brand won accolades for its popular ‘Suhaana Safar With Annu Kapoor’ and ‘Yaadon Ka Idiot Box With Neelesh Misra’ at the India Radio Forum Awards 2016. Enthused by the success of strong content-based shows, the brand launched ‘Arth’ with Sourabh Raaj Jain, a spiritual program; and ‘Nayak’ with Sanjeev Srivastava, who talks about famous Indians who created history despite all odds.

At a time when there is already too much radio, even good radio, for listeners to absorb and enjoy, Katial knows that audience interactivity is crucial. “Our on-ground activations are carefully planned to create a platform for advertisers and stakeholders to garner maximum consumer interest. For example, we partnered with Idea for ‘Idea India sharing Season’ this year where our RJs travelled across cities in live canters and interacted with listeners through live booths. The activity created a record with RJs going on-air live for over 111 hours in some cities,” he said.

This continual engagement modus operandi is the only way to create a win-win proposition for everyone involved – his company, his listeners and his advertisers. And so far, his formula seems to be working.

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