Indiantelevision.com's Media, Advertising, Marketing Watch
 
Radio City uses movie channels to expand reach

By NASRIN SULTANA
Indiantelevision.com Team

(14 July 2007 2:30 pm)

 

MUMBAI: Advertising has taken a u-turn. Gone are the days when only television serials or films were promoted on FM radio. Now, there is a reverse trend and FM is no longer restricted only to the audio medium.

FM radio has started flirting with the TV industry, with the aim of extending its reach. Thus in a new twist to the game plan, Radio City 91.1 FM is sponsoring both Indian and international films on various movie channels.

Radio City is sponsoring films on Sahara Filmy, Star Gold and HBO. Not merely that, but in association with Sahara Filmy it is hosting Fun Film festival on every Saturday of July. The Fun Film festival includes No Entry, Malamaal Weekly and Sandwich.

Says Filmy content and marketing head Shailash Kapoor, “We integrated Radio City in the Fun festival as humour is the main element of the festival and is also the station’s current positioning.”

He further adds, “As part of the sponsorship, Radio City has got branding and huge promotional hike. It is integrated in the look and feel of the festival. Radio City’s new TVCs are aired during the ad breaks. Its ads run throughout the festival promos.”

In Star Gold, Radio City sponsored the high-voltage Don on 8 July at 8:30 pm. Next is Honeymoon Travels Pvt Ltd on 16 July at 8:30 pm.

In HBO, Radio City is sponsoring ‘The Sunday Treat Early Sunday Afternoon’ films and Friday Blockbuster Films during prime time during the entire month of July. As a part of the deal as sponsor, Radio City gets the opening and closing tag besides commercial and promotional tag in HBO.

Says Radio City marketing head Rana Barua, “The sponsorship is keeping in mind our new proposition of ‘Whatte Fun’. Many platforms are willing to integrate the new concept of ‘Whatte fun’ in different forms to make it a complete fun experience for the viewers.”

“The channels that we have tied up with for sponsorship are those with excellent library, strong network, distinguished banners, and interesting and innovative promos across multimedia,” explains Barua.

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