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BIG FM is evolving positioning and not repositioning: Tarun Katial, CEO, BIG FM

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BIG FM is evolving positioning and not repositioning: Tarun Katial, CEO, BIG FM

BIG FM recently announced its transition from retro into the adult contemporary music format. The new programming line-up will reflect a fresh and contemporary image which is in line with the changing demands of listeners. Tarun Katial, CEO, BIG FM spoke to exchange4media about the same.

The radio network will build its music strategy with adult contemporary genre at its core and will accentuate its delivery of the new genre by adding remixes, mash-ups, original songs and more riveting content to the mix. Katial said that the decision to bring adult contemporary genre across the network is aimed at extending their reach among millennials while maintaining their existing listenership base. “As the population changes, the demographic changes. We also need to ensure that we are in touch with bigger audiences and the content appeal is wide enough. So, it was essential for us to make sure that we change with time. While we will continue to be timeless, we are also trying to reach out to adult between 25 years-44 years,” he said.

When quizzed about the programming flavours of the same, he said that line-up will have a mix of 90s and early 2000 era. “It will have hosts who can connect with and have great trivia and anecdotes from that era and music recreated from that era. We are doing a lot of folk and millennium music that we are recreating continuously,” he said.

He revealed that the network has a library of around 15-20 original songs in the last quarter confessing that it’s something they will continue doing. “We will also have spikes and specials built around similar eras and similar stars,” he said. Katial explained that the new programming-line-up talks to the millennium music and is inclusive of the millennials.

When asked , if this could be called a re positioning, he said, “You can call it evolving positioning.” Speaking about the strategies for the same, he said, “Our formula for relating with audiences- which is celebrity, hosts, storytelling and inspiring content, will remain the same. What we’ll bring is hosts that will connect with that music. That’s the reason we roped in Anu Malik for the 90s show. Some of our existing top-hit hosts like Siddharth will revolve around these eras. The eras will shift close to the millennium and slightly early 2000’s and the stories will move from Gurudutt to Salman Khan.”

The radio network has taken aggressively to the path of having a strong digital outreach with fresh content-based activities. Katial emphasized on the same. “We are doing a lot of original video work. Today, we released an exciting web series of the Big Golden Voice. It will include a far more high-quality video content within that,” he said. On the digital strategy, he said, “Our digital strategy is content-led, around original music, storytelling and short, social experiments and short-form comedy.”

He told us that off-air engagement initiatives and advertising plans are in the pipeline. “We will do these closer to the launch of the Anu Malik show. We plan to work with advertisers in an integrated fashion, around stuff that works for both of us,” he maintained.

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