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| indiantelevision.com's Breaking News |
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| Radio City extends 'Suno Aurr...' first
run |
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Indiantelevision.com
Team
(14 November 2002 5:20 pm) |
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| MUMBAI: While rival radio channels have
decided to take a breather from the game shows that flooded the airwaves
over a month back, Radio City that staked claim to being the first
to have conceived of the idea, is persevering. |
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Although the initial six week run of Suno
Aurr Lakhpati Bano was expected to end this week, the station
has decided to run it for at least three more weeks, till end November.
This follows an enthusiastic response from listeners and advertisers
alike, says Radio City COO Sumantra Dutta.
An estimated 3,50,000 people have been calling in every day to answer
questions posed hourly in superstar Amitabh Bachchan's voice, he claims.
The figure has shot up after Diwali, persuading the radio station
to carry the programme till the end of November, although Dutta had,
during the launch, said that budgetary constraints would permit only
an initial six week run. Since the programme started on 7 October,
over 10 million have called in, says Dutta.
The initiative has brought in the much needed advertising from the
retail sector as well. Although unwilling to divulge details, Dutta
says that retail advertising on Radio City, next to nil five months
ago, has taken at least a 30 per cent jump.
While Radio Mirchi has wound up its 'lakhpati' contest pending its
forthcoming Tambola game, and Win has also stopped its game show after
an initial run, Radio City seems gung ho about Suno Aurr....
While the last entrant, RED FM has promised a fresh lineup of sports
and movie based programming apart from the usual mix of songs, Radio
City too has a few aces up its sleeve - including sports programming
to herald the cricket World Cup early next year and radio versions
of hit soaps run on sibling Star Plus. Dutta however has his lips
sealed for the time being.
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