The Hindu Business Line : Big 92.7 FM’s sing-along reality show

Chennai, March 25 In a first for FM radio in India, Big 92.7 FM is launching a sing-along reality show. Speaking to Business Line, Mr Anand Chakravarthy, National Marketing Head, Big 92.7 FM, said this follows the channel collaborating with singer Sonu Nigam to exclusively market his single Punjabi Please.

As part of the marketing efforts, Big 92.7 FM will hold shows in Mumbai, Delhi, Kolkata, Bangalore and Chandigarh where five singers, chosen through auditions and on-air contests and trained by Sonu, will sing along with him on stage and then attend the final in Mumbai. The winner gets to cut a single with Sonu. Parts of the concert will be broadcast on the radio channel and televised on Star News. Big is spending Rs 1.2 crore on marketing this single.

Mr Chakravarthy said Big’s focus was on the single — in most music albums, it’s just one or two songs that become a hit. “Even a single has the ability to generate revenue, and can become a powerful entertainment opportunity,” he said.

Big has exclusive digital rights and rights to physical unit sales. The company will also be involved in the making of the Punjabi Please music video and promote the single in the form of mobile ring-tones and digital downloads. The channel is promoting the single and the contest through various media including print, outdoor, online, SMS and e-mail marketing.

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Big 92.7 FM’s sing-along reality show