Re-Launching a Radio Station

AIR FM

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.
 FORECASTED GROWTH

*CII-KPMG (2005) Indian entertainment industry, Focus 2010: Dreams to Reality.

KEY PLAYERS
 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
ABOUT AIR FM RAINBOW
 A group of FM Radio Channels across India run by All India Radio – a government owned
enterprise.

 Running since 1992, currently in 12 cities on various frequencies. As per IRS R2 2009,
AIR Rainbow is on the fifth position with a total listenership of 85.19 lakh.

 The programme content of these channels is mainly popular Indian and Western music,
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.

 Some of the most loved shows on the channel are Music on the Rocks, You asked for It,
Friend to Friend, Wicked Hour, Matchless Music Hour, Take Off Time Out, Weekend
Powerhouse, Live Wire etc.
EXISTING PRESENCE ON NEW MEDIA
 No dedicated website for Rainbow – only a page dedication on the All India Radio website
(www.allindiaradio.org)

 The above website is a very dormant and boring website, with no interesting content for
the young listeners.

 FM Rainbow India group on Facebook, currently with 343 members. Most of the
members are fairly active, with regular conversations on the wall page.

 A few other fan pages and groups dedicated to Rainbow FM also existing on Facebook,
but most of them are not as popular.

 FM Rainbow Ning Page claimed to be meant for all Rainbow FM listeners across India, so
that they can get to know each other. Active discussions and sharing of music happening
on this space.

 As AIR is the only channel allowed to stream the terrestrial radio online, there is a feature
of Online Audio Programs as well.
www.allindiaradio.org
FACEBOOK GROUP – 343 Members!
NING Page
 WHY CHANGE?

Most popular FM Channels in India focus on playing mainstream Hindi film music or regional
music. No focus on English music particularly.

 Most station’s programming is based only on the time of the day, and the mood – no
importance given to understanding the TA, or establishing a connection with them.

 Music enthusiasts are slowly turning passive in terms of radio audience. There is a need to
revive them, and make them active listeners.

We need to break the clutter, defy the conventions, and disrupt the radio station promotion
methodology in a way that ensures penetration into the minds of the new listener!!!
WHAT WE PROPOSE…

Rethinking
Station
Objectives

Redefining
Target
Audience
TRANSFORMING
the positioning of
the channel –
Theory of
DISRUPTION!!
 RETHINKING STATION OBJECTIVES

 Need to revamp the feel of the AIR Station – has to be more energetic, full of color and
fervor. More interaction amongst the team in order to promote the station as a whole.

 Young, and enthusiastic RJs to be hired, with keen interest in the various genres of English
Music.

 Promotion of the station as a place that speaks out loud – “Latest English Music”.

 Promoting music, and NOT advertising. AIR is a government channel, and hence as such
there is no need to turn commercial. Thus, the station should include as little advertisements
as possible – most of it as against the strategic tie-ups.

 Take up the cause of promoting music as a career option as a station.

 RETHINKING TARGET AUDIENCE

The “undefined” existing target audience is:

AND OUR REDEFINED TG will be….

YOUNG
 Age
14-26
Educated
Urban
Passionate
Fun
Loving
Aspiring
Social
on the
MOVE
Music
Lovers
Budding

MUSICIANS
Vocalists | Instrumentalists | Composers
Stylish
Trendy
Tech Savvy
TRANSFORMING THE POSITIONING

MUSIC
UNINTERRUPTED
 THE NEW POSITIONING
 English Music – pop, hip-hop, jazz, country, oldies, rock, reggae, R&B, classics, rock-n-roll,
folk, metal, fusion, rap, etc

 Young and Peppy Overall Feel.

 Less Talk, MORE Music.

 Slash the Ads.

 Interactive.

 Latest Playlists.

 AIR FM RAINBOW – for the people, of the people and by the people.
 “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
 OUTDOOR CAMPAIGN

 Colorful and Playful Outdoor Hoardings to act as a teaser campaign, before the final
change of positioning comes into execution.

 Rainbow colors to be used to catch the attention of the passer-bys.

 Not just Hoardings, but a lot of ambient media to be used as well – bus stands, danglers on
trees, petrol pumps, metros and metro station, subways, banners in popular hang out
markets, road signs, etc.

 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.

 Outdoor to send out the Key Message of “promoting budding musicians”.

 PRINT & TV CAMPAIGN

 Print Ad announcing the re-positioning of the channel. Look and feel of the ad to be again
very young, energetic and colorful.

 Outdoor Messaging can be replicated in print as well.

 Ads to appear in youth magazines (YUVA, Teen Today, JAM, DU Beat etc), music related
magazines (RSJ, Raga To Rock, etc), and other teen tabloids.

 Advertisements focusing on the new programming to appear in newspapers as well. HT

City, The Times Of India, DNA, Mid Day, and the other young papers to be targeted across
India.

 A television commercial to be created, that can be aired at regular intervals on channels

like MTV, Channel V, Zoom TV, VH1, Zee Café, Star World, Star Movies, HBO, AXN.

 Evening Hour (YOUR PLAYLIST) to be specially advertised across mediums.

 AIR FM RAINBOW WEBSITE
 www.airfmrainbow.in to be created.

 Look and feel of the website to be youthful, colorful, and energetic.

 Interactive User Interface – helps to create a connection with the users.

 Dedicated section on the programming content of the channel and the daily schedule.

 News Ticker – Current Affairs, Latest Updates in Music & Entertainment Industry, Music
Reviews.

 Chat with RJ’s – personal requests, general interaction, fan stories.

 Live Online Radio.

 Downloads, Uploads, Merchandising (Order it Online).

www.airfmrainbow.in
Downloads:
Wallpapers,
music,
screensavers
Live ticker
Blog,
with latest
interactive
updates,
forum &
news and
FAQs section
info

Know your
Live Online favorite RJ,
Radio Shows, Chat
with them

Podcasts:
Games &
Quizzes Our shows &
your content
Polls,
surveys,
lucky draws
& Contests
 PROMOTING ARTISTS ONLINE

 CREATE YOUR OWN PLAYLIST option wherein people can create an account of theirs, and
then make music playlists based on genre.

 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.

 SUNDAY TO BE POSITIONED AS LISTENER’S DAY, with most of the music content to

include new music from upcoming artists and bands. This content to be picked up from the
upload section of the AIR FM Rainbow website.

 COLORFUL SUNDAY to be celebrated – Upcoming RJs (as selected from their video uploads
on the website) to co-host shows with the Rainbow RJs, Winners of Contests to be rewarded
and taken on-air, music stalwarts to visit station on Sundays.

 Listener’s to be invited to the station to meet the RJs on Sundays.

 PRESENCE ON SOCIAL MEDIA

 Facebook
– Profile/ Fan Page / Group
– To connect the English music fan community, music lovers, amateur artists, upcoming Indian bands,
college groups etc.
– Campaign and contest updates
– Polls and surveys
– Photographs of station events, RJs, contest winners and celebrity visits to Rainbow
– Members to post links of their music: audio and video
– Application supporting music downloads, “liking” music tracks, and adding music to their own profiles

 Orkut
– Profile/ Community
– Photographs of station events, RJs, contest winners and celebrity visits to Rainbow
– AIR FM Rainbow Theme Page
– Interactive Games
– Upload your Music section
 PRESENCE ON SOCIAL MEDIA

 Twitter Account
– Regular tweets about music, latest station updates, special shows, contest winners, contest, 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, RJs, Music etc

 Ning Page
– Revamping the existing Ning page, 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.
 ONLINE ADVERTISING

 Search Engine Optimization and Search Engine Marketing – Google AdWords, AdSense.

 Banner Advertising – on music related websites, social networking websites, websites of

partners (as mentioned in upcoming slides: RSJ, CCD, MySpace, OML, Colleges, PlanetM, etc).

 Facebook Ads

 Massive Digital Ad Spends on MySpace, so as to promote the concept of Rainbow promoting

budding musicians. Getting MySpace users to upload their music on Rainbow website.
 REINVENTED PROGRAMMING
WHO’s THE BOSS?? – THE LISTENER!!

 This hour is brought to you by “XYZ” Campaign as mentioned earlier.

 LISTENER’S SUNDAY – a whole day dedicated to the listener’s choices, their dedications, and
their music. Only morning and evening shows to have commercial music, otherwise
promotion of music uploaded by the listener’s on the website.

 OUTDOOR BROADCASTS of youth events, gigs, and performances by student RJ’s.

 Shows dedicated to the Who’s Who of English Music to be created.

 RJ Hunt through online uploads – weekly winner to co-host a show on Sunday.

 STRATEGIC MARKETING TIE-UPS
TIE-UPS WITH UNIVERSITIES/COLLEGES
– Example – Delhi University, Mumbai University, Pune University, BHU, Jadavpur University, Calcutta
University, SNDT University, Manipal, Symbiosis, IIMs, IITs, NIFT, Amity University, and many more.
– University Radio Hour (city-wise)
– Sunday Student RJs
– Outside Broadcast Jockeys from Colleges – report their fests, 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, Journal and TV Show
– Promoting budding musicians, bands, and their music
– Partnering with their shows
 REINVENTING MARKETING METHODOLOGIES

TIE-UP WITH www.myspace.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
 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. The booths to primarily
act as “on-the-go” music parlors, which not only help
people while away time, but also familiarize them with AIR
FM Rainbow 

 Cultural Hubs - India Habitat Center, India

International Center, NCPA, The American Center,
British Council, Dilli Haat, Max Mueller Bhawan
 Parks – Jogger’s Park, Lodhi Garden, Priyadarshini
Park (PDP), Hanging Garden
 Beaches – e.g. Carter Road, Marine Lines
 Malls – courtyard, food courts, foyer
 University Areas – Common Hang Out Places, Eat Out
Joints, Bus Stops, etc
 UNIQUE PRODUCT INNOVATIONS
BRANDED BUSES

 Strategic Partnerships with colleges, institutes and universities, in order to brand their staff
and student buses – outside, and also on inside.
 AIR FM Rainbow logo and colors to be painted on the exteriors: Rainbow FM “on-the-move”
positioned.
 Back of Seats, Covers, Handle Bars to be AIR FM Rainbow branded.
 AIR FM Rainbow frequency to be played inside the buses.
 ON GROUND ACTIVATION
PROMOTION OF NEW POSITIONING OF STATION ON-GROUND

 “The Uninterrupted Concert” - a grand music festival played across the 6 metros,
providing fresh uninterrupted music by the city musicians. 4 hours of uninterrupted music.
NO BREAK. NO BREATHES. ONLY MUSIC.

 Music Nights to be organized at various locations (pubs, cultural centres, etc) in the city each
day of the week, leading to a Grand Concert at a large level.

 Grand Concert to have stalwarts of the music industry performing, along with the most
famous youth bands of the city.

 The promotion of the activation will involve a “Music Walk” option, 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.
UNINTERRUPTED CONCERT
Integration with New Media

Building up of
Interested Musicians
Uninterrupted Concert
to Upload their Music
Campaign across
Video/Audio on AIR
Metros via print, TV,
Rainbow Website
radio and outdoor

Listeners can view

Contest and Microsite
each other’s uploads,
Link to be promoted
and make their own
On-Air
walk-groups.

Videos of each groups

Groups to rehearse
activities to be
together, promote the
uploaded online.
concert via walks, play
Visitors to rate the
at city locations
groups.

Top 3 Groups with Rating to happen on

maximum ratings to be partner websites,
selected to play at the social network groups
Grand City Concert of Rainbow, etc
 MERCHANDISING
T Shirts

Badges
Mugs

Umbrellas
Merchandise
IPod Covers Options

Stationery – Diaries,
Notebooks, Pens,
Bookmarks, Folders
Sling Bags
Mouse Pads
NIKHITA ARORA (08) | NIDHI TREHAN (196)