Strategy to use TV & radio simultaneously for max impact: Anand Chakravarthy

17 Jul,2012

By Meghna Sharma


That regional channels are not a new phenomenon is evident when one surfs through various channels available today. And the available channels don’t seem to be enough as networks have launched, or are planning to launch, regional channels to tap specific target audience.


So, when Reliance Broadcast Network launched Spark Punjabi, a regional channel for the PHCHP (Punjab, Haryana,Chandigarh, Himachal Pradesh) region, earlier this year, there was no surprise or shock.s.


Anand Chakravarthy

Speaking on the role regional channel play for a network, Anand Chakravarthy, executive vice president, Marketing, RBNL and business head, Big Magic said: “India is not one country, but is formed of various countries. And in the past five-six years, there has been an increase in number of regional channels. Traditionally, only southern states had separate channels, but today the markets have opened up in other states too. And this is because of availability of better quality content.”


Localization of content has helped channels and networks to know and capture their TG well. Mr Chakravarthy states that it’s not only regional channels which are going local, but also national Hindi GECs too. “Take a look at any primetime show on a GEC – you’ll be seeing the differences – right from costumes to language used by the characters is localized as well as the story of the show. This is because even GECs know that if they do so, it becomes more relevant to a certain set of audience.”


The network wants to give its audiences a very local feel and want to be seen as part of the region. “We show dubbed international shows, along with specially created programming because it helps us reach our audience better. It’s our USP. And we’ll continue to make shows which are very regional in their approach.”


However, what is unique about the Reliance Broadcast Network is its strategy to use radio and TV simultaneously to strengthen the hold in a region. “We do a lot of marketing on our radio stations which helps a show’s launch on television, as it is able to create a lot of buzz. We plan to strengthen our regional footprint and our strategy is to launch in regions where we have very stronghold as it will help us and also form a unique advertising  offering which will get us advertisers and help us grow as well,” pointed out Mr Chakravarthy.


And this is why the channel – Spark Punjabi – along with 92.7 BIG FM, came together to conceptualize BIG Boli Star - a talent hunt contest aimed at promoting Punjabi Boliyaan (a traditional Punjabi form of art). “Punjab has a very rich traditional art forms and Boliyaan have been passed down from generation to generation. Spark Punjabi and 92.7 BIG FM are ensuring that this traditional art continues to flourish, both in the rural and urban areas of the Punjab region. The BIG Boli Star talent hunt is creating a new wave of enthusiasm for traditional Punjabi culture as well as bringing new talent to the forefront.” The show is currently the no 1 reality show in Punjab and was able to deliver a 0.77 TVR in the CS4+ category (week 27).


The network also plans to launch more regional specific shows as well as two more regional channels in the coming few weeks.



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