BIG FM is embracing a dynamic transformation to remain forward in radio and digital leisure. In an unique interview, Sunil Kumaran, COO, BIG FM, delves into its latest content material refresh, the groundbreaking Dhun Badal Ke Toh Dekho Season 3, and the function of AI in redefining viewers engagement. From inclusivity-driven anthems to influencer advertising and marketing, right here’s how BIG FM is main the best way in leisure innovation.
BIG FM just lately undertook a serious content material refresh to resonate with a extra modern viewers. Might you elaborate on this strategic evolution and the influence you foresee?
At BIG FM, we’re constantly evolving to remain in tune with the altering viewers preferences, main the best way in radio and digital leisure. Our latest content material refresh is a strategic transfer to attach extra deeply with a up to date, numerous listener base by embracing rising tendencies and introducing contemporary, related themes. This evolution goes past maintaining with change; it’s about anticipating what our listeners need subsequent whereas presenting content material that’s each entertaining and significant. Impressed by our model ideology of Dhun Badal Ke Toh Dekho, we purpose to problem the established order, encourage new concepts and empower our listeners to embrace change. We’re sure this shift will strengthen our bond with our viewers, encourage contemporary views and solidify BIG FM as a platform that leads conversations, fosters inclusivity and brings communities nearer collectively.
Might you stroll us by the important thing choices that are a part of the refresh?
The content material refresh at BIG FM is constructed on 4 elementary pillars—Content material, Soundscape, Music and Expertise—every crafted to deepen our reference to listeners. Our content material technique focuses on delivering participating and related programming that resonates with the viewers. Interactive exhibits, thought-provoking conversations, superstar collaborations and campaigns are central to this. Our just lately launched present Dhun Badal Ke Toh Dekho Season 3 with Pankaj Tripathi was consistent with this refresh. Soundscape performs a vital function in enhancing the general listening expertise, particularly for an audio model. We’ve embraced progressive audio methods that captivate and immerse listeners, taking the auditory expertise past simply music and speech. Our RJs are evolving with the altering soundscape, adapting their supply and programming to maintain tempo with these developments.
Music has been rigorously curated to mirror the preferences of our listeners while staying true to our proposition of bringing timeless classics. Our playlist spans from the long-lasting hits of the ‘90s to the most-loved millennial songs, providing a dynamic combine to maintain the listeners hooked. Expertise, pushed by AI, helps personalise content material supply, optimise programming and improve viewers interplay. Campaigns like BIG Bingo Cricket, Tremendous Duper Dhamaka and BIG Dhun are prime examples of how we’re leveraging know-how to create interactive, participating experiences.
Moreover, BIG FM is poised to increase its multimedia strategy, making certain that every present delivers enriched experiences throughout on-air, on-ground, digital and social platforms. This holistic technique will enable us to succeed in audiences by a number of touchpoints, providing a very immersive leisure expertise.
The newest model of BIG FM’s anthem, voiced by Sushant Divgikar, has created fairly a buzz. What impressed this collaboration, and the way does the anthem mirror the model’s ethos and aspirations?
The collaboration with Sushant Divgikar aka Rani KoHEnur was impressed by a shared imaginative and prescient of celebrating individuality and fostering optimistic change. BIG FM’s anthem has all the time been a mirrored image of our values and this new model builds on that legacy by revamping the unique tune, giving it a extra upbeat, modern vibe. Sushant’s distinctive voice and dynamic power breathes a brand new life into the anthem whereas staying true to its core essence. It embodies the spirit of transformation and encourages audiences to interrupt away from the odd. This collaboration brings contemporary power, inviting listeners to embrace completely different prospects by music.
The third season of Dhun Badal Ke Toh Dekho with Pankaj Tripathi is gaining outstanding consideration. What makes this season stand out?
This season of Dhun Badal Ke Toh Dekho shines by with its distinctive depth and authenticity, led by none aside from Pankaj Tripathi in his debut as a number. Identified for his distinctive type, Pankaj brings an unmatched relatability to the present, resonating deeply with audiences throughout all walks of life. This season brings to forefront the evolving notion of masculinity, psychological well being, societal expectations and the quite a few stereotypes that observe. The interactive format of the present encourages listeners to share their tales and views, turning the present right into a collective journey of reflection and understanding. For the primary time, Pankaj can be seen doing rise up specials as he dwells on the nuances of manhood in fashionable instances, making it each thought-provoking and impactful. Pankaj’s grounded but compelling presence makes this season a beacon of significant change, breaking stereotypes and fostering an area for open and inclusive discussions.
BIG FM additionally introduced the BIG Creators Membership platform just lately. Are you able to share extra particulars on that?
BIG Creators Membership is a one-of-its-kind platform that connects content material creators throughout numerous classes and areas. It leverages an in depth community to hyperlink manufacturers with top-tier influencers, providing discovery and collaboration with each rising abilities and established influencers. The platform has the capability to attach over 1.5 million influencers throughout India, providing manufacturers a extra personalised and focused strategy to succeed in their audiences. That includes over 15 cohort segments and regional insights powered by BIG Ishtory, the platform delivers distinctive, data-driven options that improve model visibility and engagement. The BIG Creators Membership additionally guarantees 4x sooner response charges, making certain seamless and environment friendly marketing campaign execution. BIG Creator Membership helps us present holistic options to our companions and purchasers who’re on the lookout for digital and influencer led narratives for his or her manufacturers. Because the platform continues to develop, we purpose to set a brand new benchmark in influencer advertising and marketing, empowering creators and types to collaborate in impactful methods and drive lasting outcomes.
You could have launched the AI based mostly platform BIG Dhun, how is that shaping up and what’s subsequent within the AI area?
The launch of BIG Dhun, our AI-powered platform, has been a game-changer in how we personalise content material and improve listener experiences. By leveraging synthetic intelligence, BIG Dhun has been in a position to tailor songs, advocate content material and create dynamic experiences that resonate with particular person preferences, permitting us to interact with listeners on a deeper degree. The platform has already seen nice success by way of viewers engagement and content material customisation, making it a helpful software.
Wanting forward, AI tendencies corresponding to hyper-personalisation, interactive voice know-how and dynamic advert placements are set to redefine the business additional. With the flexibility to analyse listening habits and moods, AI can ship much more focused content material, whereas voice know-how will enable real-time interplay between listeners and exhibits. Moreover, AI-driven developments like digital hosts, immersive storytelling and predictive analytics will increase radio’s attain, making a future that’s extra participating, inclusive and progressive.
Written with the View : afaqs