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Swetha Kannan

Bangalore, Feb. 27 After reality television, it’s now ‘reality radio’! And FM radio station Radio City believes this is a concept whose time has come.

Says Mr Rana Barua, National Head, Marketing, Radio City 91.1 FM, “Radio is interactive. It is immediate and involves people 24X7. Reality programming on radio is live, happens right now — on real time. It is a germ of an idea now and they will (reality shows) grow on radio in times to come. It will work.”

The radio station is currently in the hunt for India’s best Hindi band, as part of its reality radio show – RC Live. Mr Barua was present in the city in connection with the regional final of the show.

The regional rounds of RC Live have been aired on Radio City; the show will culminate with the national final on February 29. The winning band will be promoted by Radio City for a period of one year through various promotional activities and radio shows.

Radio City plans to take RC Live onto a larger scale next year by roping in more clients and partners on board, said Mr Barua.

From a brand perspective, Mr Barua sees lot of mileage and potential in reality radio. And unlike television, which looks at reality programming for the sake of hiking TRPs, reality shows radio will not be gimmicky, he adds. On television, all concepts have been done to death. But the radio is an open minefield. Reality radio in India is still in the nascent stage, lots can be done, says Mr Barua.

Radio City, which prides itself for featuring “melodious” music, is aired in 16 cities. Plans are on to expand to four more cities soon, including Pune.

More Stories on : Outlook | Radio/TV

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