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MUSIC - UNINTERRUPTED
New Media Assignment | Category: Media & Entertainment | Brand: AIR FM Rainbow
RADIO INDUSTRY - INDIA
There are a total of 232 FM channels, private and government owned in India. Current size of the radio industry (2008) is estimated at US$ 170.87 million. According to a PwC study, the radio industry is forecast to grow at a compound annual growth rate (CAGR) of 18 per cent over 2009-13, reaching US$ 391.15 million. In terms of its share of the advertising pie, it is projected that the radio advertising industry will be able to increase its share from 3.8 per cent to 5.2 per cent between 2009 and 2013. The government earned US$ 11.05 million from private radio channels during 2008-09. Radio Mirchi, along with its alliances, is number one in the Indian private FM radio industry, with a 46.5-million listenership according to Indian Readership Survey (IRS) 2009.
*CII-KPMG (2005) Indian entertainment industry, Focus 2010: Dreams to Reality.
THE METRO MARKET PHENOMENON 18% of all private FM stations in metro markets. Metro markets contribute maximum revenue to the industry No room for expansion in metro markets – metro markets already have maximum number of permitted stations in operation. Witness fierce competition .
. AIR Rainbow is on the fifth position with a total listenership of 85. currently in 12 cities on various frequencies. Running since 1992.19 lakh.ABOUT AIR FM RAINBOW A group of FM Radio Channels across India run by All India Radio – a government owned enterprise. Wicked Hour. Take Off Time Out. Matchless Music Hour. The programme content of these channels is mainly popular Indian and Western music. Friend to Friend. You asked for It. Some of the most loved shows on the channel are Music on the Rocks. As per IRS R2 2009. compered in a vivacious and contemporary style and therefore highly popular with the urban youth. News bulletins and current affairs programmes are also broadcasted at regular intervals through the day. Weekend Powerhouse. Live Wire etc.
A few other fan pages and groups dedicated to Rainbow FM also existing on Facebook. currently with 343 members. Most of the members are fairly active. with regular conversations on the wall page. As AIR is the only channel allowed to stream the terrestrial radio online. but most of them are not as popular. FM Rainbow India group on Facebook. so that they can get to know each other. with no interesting content for the young listeners. Active discussions and sharing of music happening on this space.EXISTING PRESENCE ON NEW MEDIA No dedicated website for Rainbow – only a page dedication on the All India Radio website (www.org) The above website is a very dormant and boring website. . there is a feature of Online Audio Programs as well.allindiaradio. FM Rainbow Ning Page claimed to be meant for all Rainbow FM listeners across India.
FACEBOOK GROUP – 343 Members! .
NING Page .
and disrupt the radio station promotion methodology in a way that ensures penetration into the minds of the new listener!!! .WHY CHANGE? Most popular FM Channels in India focus on playing mainstream Hindi film music or regional music. and the mood – no importance given to understanding the TA. We need to break the clutter. Most station’s programming is based only on the time of the day. Music enthusiasts are slowly turning passive in terms of radio audience. There is a need to revive them. defy the conventions. No focus on English music particularly. or establishing a connection with them. and make them active listeners.
WHAT WE PROPOSE… Rethinking Station Objectives Redefining Target Audience TRANSFORMING the positioning of the channel – Theory of DISRUPTION!! .
full of color and fervor. AIR is a government channel. Young. Promoting music. and NOT advertising. and enthusiastic RJs to be hired. Take up the cause of promoting music as a career option as a station. Promotion of the station as a place that speaks out loud – “Latest English Music”. the station should include as little advertisements as possible – most of it as against the strategic tie-ups. and hence as such there is no need to turn commercial.RETHINKING STATION OBJECTIVES Need to revamp the feel of the AIR Station – has to be more energetic. . More interaction amongst the team in order to promote the station as a whole. with keen interest in the various genres of English Music. Thus.
RETHINKING TARGET AUDIENCE The “undefined” existing target audience is: AND OUR REDEFINED TG will be…. .
Age 14-26 .
Fun Loving .
on the MOVE .
Music Lovers .
Budding MUSICIANS Vocalists | Instrumentalists | Composers .
Stylish Trendy .
Tech Savvy .
TRANSFORMING THE POSITIONING MUSIC UNINTERRUPTED .
oldies. folk. jazz. Latest Playlists. etc Young and Peppy Overall Feel. rap. of the people and by the people. reggae. classics. MORE Music. . Slash the Ads. fusion. country. hip-hop. Interactive. R&B. rock-n-roll. Less Talk.THE NEW POSITIONING English Music – pop. rock. AIR FM RAINBOW – for the people. metal.
“RE-BRANDING THE OLDEST BRAND IN THE COUNTRY” Outdoor Campaign Print & Television Campaign New Media Campaign Reinvented Programming Strategic Marketing Tie-Ups Unique Product Innovations On Ground Activation Merchandising .
subways. danglers on trees. Rainbow colors to be used to catch the attention of the passer-bys. banners in popular hang out markets. Outdoor to send out the Key Message of “promoting budding musicians”. . etc. Not just Hoardings.OUTDOOR CAMPAIGN Colorful and Playful Outdoor Hoardings to act as a teaser campaign. but a lot of ambient media to be used as well – bus stands. metros and metro station. petrol pumps. road signs. before the final change of positioning comes into execution. One Copy of the Outdoor Hoarding could read “this hour is brought to you by Nikhita Arora – a communication management trainee from Symbiosis who claims to love all genres of English Music” Promoting UNINTERRUPTED MUSIC CONCERT (discussed further) via outdoor.
Ads to appear in youth magazines (YUVA. Channel V. AXN.PRINT & TV CAMPAIGN Print Ad announcing the re-positioning of the channel. The Times Of India. Mid Day. energetic and colorful. VH1. that can be aired at regular intervals on channels like MTV. Zee Café. JAM. etc). Star World. Teen Today. Outdoor Messaging can be replicated in print as well. Zoom TV. Raga To Rock. DU Beat etc). Look and feel of the ad to be again very young. HT City. A television commercial to be created. HBO. and other teen tabloids. music related magazines (RSJ. DNA. . Star Movies. Evening Hour (YOUR PLAYLIST) to be specially advertised across mediums. Advertisements focusing on the new programming to appear in newspapers as well. and the other young papers to be targeted across India.
in to be created. general interaction. Look and feel of the website to be youthful. Dedicated section on the programming content of the channel and the daily schedule. and energetic. Merchandising (Order it Online). Downloads.AIR FM RAINBOW WEBSITE www. colorful. Interactive User Interface – helps to create a connection with the users. Music Reviews. Uploads. . Latest Updates in Music & Entertainment Industry.airfmrainbow. News Ticker – Current Affairs. fan stories. Live Online Radio. Chat with RJ’s – personal requests.
music. news and info Live Online Radio Know your favorite RJ. lucky draws & Contests Podcasts: Our shows & your content . surveys.www. screensavers Blog.airfmrainbow.in Downloads: Wallpapers. Chat with them Games & Quizzes Polls. Shows. interactive forum & FAQs section Live ticker with latest updates.
Listener’s to be invited to the station to meet the RJs on Sundays. Winners of Contests to be rewarded and taken on-air. and then make music playlists based on genre. SUNDAY TO BE POSITIONED AS LISTENER’S DAY. This content to be picked up from the upload section of the AIR FM Rainbow website. music stalwarts to visit station on Sundays. COLORFUL SUNDAY to be celebrated – Upcoming RJs (as selected from their video uploads on the website) to co-host shows with the Rainbow RJs. with most of the music content to include new music from upcoming artists and bands.PROMOTING ARTISTS ONLINE CREATE YOUR OWN PLAYLIST option wherein people can create an account of theirs. Everyday one lucky account user’s playlist will be selected and logged in the next day in a dedicated hour – “This hour is brought to you By – XYZ” Campaign. .
RJs. RJs. amateur artists. contest winners and celebrity visits to Rainbow – Members to post links of their music: audio and video – Application supporting music downloads. college groups etc. “liking” music tracks. and adding music to their own profiles Orkut – Profile/ Community – Photographs of station events. music lovers.PRESENCE ON SOCIAL MEDIA Facebook – Profile/ Fan Page / Group – To connect the English music fan community. contest winners and celebrity visits to Rainbow – AIR FM Rainbow Theme Page – Interactive Games – Upload your Music section . upcoming Indian bands. – Campaign and contest updates – Polls and surveys – Photographs of station events.
and connecting with their admin – Using Ning to take forward the cause of promotion of music artists – Making it the Music Space for Artists online: the page to be inserted as a microsite link on the Rainbow website. latest station updates. RJs. contest winners. results of polls and much more – Chance for listener’s to react to RJ’s updates on Twitter – Chance for listener’s to share their music – give out their links – Feedback Mechanism in order to understand listener’s take on Shows. contest. special shows.PRESENCE ON SOCIAL MEDIA Twitter Account – Regular tweets about music. . Music etc Ning Page – Revamping the existing Ning page.
etc). CCD. Banner Advertising – on music related websites. so as to promote the concept of Rainbow promoting budding musicians. OML. Colleges. AdSense. . Getting MySpace users to upload their music on Rainbow website. MySpace. Facebook Ads Massive Digital Ad Spends on MySpace. PlanetM. websites of partners (as mentioned in upcoming slides: RSJ. social networking websites.ONLINE ADVERTISING Search Engine Optimization and Search Engine Marketing – Google AdWords.
LISTENER’S SUNDAY – a whole day dedicated to the listener’s choices.REINVENTED PROGRAMMING WHO’s THE BOSS?? – THE LISTENER!! This hour is brought to you by “XYZ” Campaign as mentioned earlier. OUTDOOR BROADCASTS of youth events. their dedications. RJ Hunt through online uploads – weekly winner to co-host a show on Sunday. Shows dedicated to the Who’s Who of English Music to be created. and their music. . gigs. Only morning and evening shows to have commercial music. and performances by student RJ’s. otherwise promotion of music uploaded by the listener’s on the website.
IIMs. bands. NIFT. and many more. Jadavpur University. Calcutta University. SNDT University. and their music – Partnering with their shows . youth centric activities in the city. etc TIE-UP WITH ONLY MUCH LOUDER (Artist Management Company) – Promoting new albums of artists – Promoting the shows of the artists being handled by OML – Contests on-air and free tickets to these concerts being given out TIE-UP WITH ROLLING STONES – Promotion on Website. Manipal. Pune University. IITs. BHU. – University Radio Hour (city-wise) – Sunday Student RJs – Outside Broadcast Jockeys from Colleges – report their fests. Amity University. Journal and TV Show – Promoting budding musicians. Symbiosis.STRATEGIC MARKETING TIE-UPS TIE-UPS WITH UNIVERSITIES/COLLEGES – Example – Delhi University. Mumbai University.
REINVENTING MARKETING METHODOLOGIES TIE-UP WITH www.com – Banner Ads on website – Music Games to be created – E-Mailers to all users about the station and their artist promotion scheme TIE-UP WITH Planet M – In Store Music to be AIR Rainbow FM – Posters/Flyers of Contests to be placed in the store – Music Walks to be promoted here – Discount Coupons to be given On-Air TIE-UP WITH CCD – In Cafe Music to be AIR Rainbow FM – Posters/Flyers of Contests to be placed in the cafes – “Coffee Date” to be promoted On-Air .myspace.
which not only help people while away time.g. The booths to primarily act as “on-the-go” music parlors.UNIQUE PRODUCT INNOVATIONS BRANDED RADIO KIOSKS AIR FM Rainbow to put up music booths with their frequency set on the headphones at various locations in various cities across the country. British Council. Carter Road. Hanging Garden Beaches – e. Max Mueller Bhawan Parks – Jogger’s Park. NCPA. Eat Out Joints. but also familiarize them with AIR FM Rainbow Cultural Hubs . food courts.India Habitat Center. Bus Stops. Marine Lines Malls – courtyard. foyer University Areas – Common Hang Out Places. India International Center. The American Center. Lodhi Garden. etc . Dilli Haat. Priyadarshini Park (PDP).
AIR FM Rainbow frequency to be played inside the buses. Back of Seats.UNIQUE PRODUCT INNOVATIONS BRANDED BUSES Strategic Partnerships with colleges. AIR FM Rainbow logo and colors to be painted on the exteriors: Rainbow FM “on-the-move” positioned. . in order to brand their staff and student buses – outside. Handle Bars to be AIR FM Rainbow branded. institutes and universities. Covers. and also on inside.
. cultural centres. Music Nights to be organized at various locations (pubs. along with the most famous youth bands of the city. providing fresh uninterrupted music by the city musicians.ON GROUND ACTIVATION PROMOTION OF NEW POSITIONING OF STATION ON-GROUND “The Uninterrupted Concert” .a grand music festival played across the 6 metros. Grand Concert to have stalwarts of the music industry performing. where in amateur musicians will form a group at the different locations and walk around playing their style of music. The crowd will be encouraged to join in with the artists. ONLY MUSIC. etc) in the city each day of the week. The promotion of the activation will involve a “Music Walk” option. NO BREAK. NO BREATHES. leading to a Grand Concert at a large level. 4 hours of uninterrupted music.
etc . radio and outdoor Interested Musicians to Upload their Music Video/Audio on AIR Rainbow Website Listeners can view each other’s uploads. social network groups of Rainbow. TV. Top 3 Groups with maximum ratings to be selected to play at the Grand City Concert Rating to happen on partner websites. and make their own walk-groups.UNINTERRUPTED CONCERT Integration with New Media Building up of Uninterrupted Concert Campaign across Metros via print. Visitors to rate the groups. play at city locations Videos of each groups activities to be uploaded online. promote the concert via walks. Contest and Microsite Link to be promoted On-Air Groups to rehearse together.
Notebooks. Bookmarks. Folders Mouse Pads Sling Bags . Pens.MERCHANDISING T Shirts Badges Mugs IPod Covers Merchandise Options Umbrellas Stationery – Diaries.
NIKHITA ARORA (08) | NIDHI TREHAN (196) .