The Hindu Business Line : FM, TV channels produce Hindi chat show

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Chennai Feb. 8 FM radio company Big 92.7 FM and TV channel IBN 7 have come together to produce a show in what is probably a first-of-its-kind initiative in the country.

`The Big Show - Crazy Kiya Re' is a Hindi chat show that will be aired on both TV and radio. Hosted by Big's Mumbai-based RJ, Anirudh, it features one prominent singer every week who will also perform on the show with a live orchestra in attendance. This is a 13-episode show, which will air both on IBN 7 and on Big FM in the Hindi-speaking markets.

Speaking to Business Line, Mr Anand Chakravarthy, National Marketing Head, Big 92.7 FM, said this attempt "lifted a music-based show to another level." The radio station and the TV channel have an ongoing partnership to use each other's content - IBN 7 uses Big's locality updates and the radio station gives the channel and its programmes a mention. The audience for the co-branded show is picked from among listeners who tune in to Anirudh's programmes on Big. This is a big draw and very aspirational as the listeners get an opportunity to be on TV, says Mr Chakravarthy. Big has exclusive rights to this show, the recording of which will be broadcast later.

The show is an hour-long and will draw out various interesting aspects of the singer's life. There will be six segments and the singer will perform at least six different Hindi songs.