92.7 Big FM, part of Reliance Broadcast Network Limited, broadcasts in 45 Indian cities.

Launched in 2006, the station recently scored multiple wins at this year’s New York Festivals Radio Awards as well as at India Radio Forum’s Excellence in Radio Awards.

Its Business Head, Ashwin Padmanabhan speaks to Asia Radio Today about the network’s strategies and future plans.

1. What prompted your decision to go retro in seven markets?

BIG FM believes in creating differentiated and locally relevant programming, so we program for a market rather a one size fits all approach. We decided to take and own specific formats across markets basis an internal study as well as a brand track. According to the findings, listeners in these seven markets want more of retro and hence we took the opportunity to fill this space.  It all started with the Delhi station adopting retro programming, which was gradually followed by Rajkot, Baroda, Indore, Bhopal, Mumbai and Kolkata that joining the bandwagon to adopt the ‘Hit The Hit Rahenge’ (Once a hit, always a hit) positioning. We thus now have stations that are either retro, contemporary or in some case adult contemporary.

 2.  How ‘retro’ are the stations?  Have they completely done away with contemporary Bollywood music?

We are true to our formats, retro implies pure retro. To serve the music interest of these particular audiences, we took a clear-cut and distinct positioning of playing evergreen retro classics which led to ‘Hit The, Hit Rahenge’.

 3. Other stations that have tried retro block programming would only go back so far due to audio quality issues with classic songs. Is that an issue for you?  Is it difficult playing contemporary and classic retro songs back to back?

We don’t have these issues as we are true to the formats we have adopted in each of the stations.

4. How has the decision paid off so far?

Brilliantly well! We have seen some phenomenal growth across markets. We have become No.1 in Mumbai, we are a close No.2 in Delhi, we are a very strong No.2 player in Kolkata. In fact, today we are the best performing network in the RAM markets. Along with a brilliant set of award-winning RJs across stations and celebrity presenters like Annu Kapoor, Talat Aziz, Neelesh Misra, etc we have successfully dished out hit shows like Suhaana Safar, Yaadon Ka Idiot Box with, Caravan-E-Ghazal, Kuchh Panne Zindagi Ke and BIG Memsaab to name a few. Certain stations also have locally prominenet RJs like our Kolkata station that follows the retro format has veteran actor Sabyasachi Chakraborthy hosting ‘Se Shudhu Gaaner Din’ (a programme on evergreen music from the retro era layered with never-heard before stories narrated by the actor) that has done brilliantly well since day one.

 5. What do you currently do in your other 38 markets and can you see the retro format working so well in Tamil, Telugu, Kannada and Bengali?

We will continue to deliver differentiated content that will best cater to our listeners and clients in each market. Every station is programmed uniquely accordingly to our listeners tastes and preferences. For the Kolkata station Ektar Natok (Radio Drama at 1 pm) and Se Shudhu Gaaner Din are two of our most loved properties. We have our own successful formats in Telugu, Tamil and Kannada as well though these stations have not adopted retro. Our Bangalore station is doing exceptionally well and leading the radio space in the market with successful concepts like ‘Retro Talkies’ with Sihi kahi Chandru and Geetha – two veteran actors from the industry. The two actors also have celebrity guests on their show from the evergreen era. Additionally we have our evening show hosted by Shalini and Dayanand – two renowned names from the Kannada entertainment comedy space. This recently launched evening drive-time show adopts a unique format and gives laugh-out-loud evenings to our listeners. We also have actor Vijay Raghavendra hosting ‘Nenapina Idiot Box’ – the Kannada version of successful national radio storytelling format ‘ Yaadon ka Idiot Box with Neelesh Misra’. Our Bangalore station is indeed high on the celebrity RJ quotient. Our Hyderabad station recently won awards for the Best Breakfast Show (Happy Mornings with RJ Shekhar), Best Evening Show (Full Volume with RJ Jo) and the best RJ (Telugu) – RJ Shekhar, who has won the award 7 times in a row now! Our Chennai station is essentially a ‘melody’ station positioned as ‘Manasai Thotta Melodies’ (Melodies that have touched your heart). This station too has supremely successful formats like ‘Take it Easy’ with RJ Balaji and the recently launched ‘Rehman Ungaludan’ (loosely translated as A R Rahman with you) with celebrity RJ and singer Anuradha Sriram.

 6. What made you most proud about your recent win at the IRF Awards?

It was recognition of some of the great shows we have put up in the past 24 months; it was also recognition of the great talent that we have nurtured over the years, across languages who have consistently been recognized year on year. Like I mentioned before, RJ Shekar from Hyderabad won his 7th award at this forum. With the help of network’s landmark initiatives and exceedingly popular radio jockeys, we brought home the awards in nine prestigious categories highlighting our programming prowess and our brilliant talent. We managed to sweep off the maximum number of RJ of the Year awards at this year’s event.

 7. How about phase III. If any group is allowed 15 percent of all the frequencies, will BIG FM become a 160-odd station network?

Too early to comment on this right now.

8. With e-auction costs for new frequencies and migration fees for existing players, one industry watcher told me it would be cheaper for a new player to buy a group after phase III has taken place.  Is it all just going to cost too much?

Association of Radio Operators in India (AROI) has made multiple representations to the government on having a rational criterion for auctions, we hope the government will be sensitive to the same and address the issue.