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92.7 BIG FM and Neelesh Misra's 'Yaadon ka idiot box' - a rage among audiences

Media News
Mumbai, February 3, 2011

Every night in 35 cities across India, listeners as young as 13 and as old as their grandparents turn away from their TV sets and huddle together to soak in an experience they have never experienced on radio - nostalgia unplugged, on a storytelling show, exclusively on 92.7 BIG FM. Then listeners from across 19 countries tune in and hear the gripping stories on Facebook. The show, titled 'Yaadon ka Idiot Box with Neelesh Misra', is in a unique storytelling-and-song format that is changing the way people listen to radio in India. The show takes people down memory lane through the best inter-twining of story with music. It is garnering huge tune-ins. The show takes listeners through a one hour 'theatre of the mind' experience, Monday to Friday, 9:00pm and 3 pm to 6 pm on Sundays. Listeners tune in keenly even along the border in Pakistani towns, where they can catch the Indian frequencies.

Neelesh, an award-winning former journalist and lyric writer of several huge Bollywood hits, author of four books and a scriptwriter, has built an imaginary world which communicates. Neelesh's unique style of storytelling is eliciting a mindboggling response - in a short span of 3 weeks, it has crossed a record breaking 1 million page view landmark, with more than 1000 people joining the Facebook page every week.
The name "Yaadon Ka Idiot Box" comes from the song of the same name from the upcoming album "Rewind" in Band Called Nine, the band that Neelesh heads.

Here is a sampling of the diverse stories he has told so far on the how: a successful executive not might not be able to make it home on Diwali night; a man writing a suicide note, a childless couple who have wanted a daughter for years and how they finally get one; a college romance, a student who becomes the principal of his own school and traces an old, forgotten teacher; the love story of a 42-year-old woman and a 26-year-old man; the dilemma of an NRI man considering returning to India, etc.

Each of the stories have connected with listeners on an intimate, personal level - these stories seem to them like their own stories, of people from their own lives from their own nostalgia. Young men and women say they cry when the hear the show; parents are sitting with their daughters who give up primetime TV shows to hear the story; in campuses, young friends are finding it a new way of bonding...

The unique style of story delivery, packaged with the seamless music fit, has fans from across age groups getting drawn to the show and coming back each evening for their daily dose of nostalgia. The show currently has the following mix of audiences:

52 % of the listeners are from the age group of 18-24 years
33% of listeners are from the 25-34 age bracket
The youngest listener of the show is 13 years and the oldest listener is 55 + years
The age group of 13 - 17 years is also getting attached to the show

To sum, the show is about a magnificent story teller who weaves life's many stories into a show, in a way that will inspire the listeners to take chances, follow their dreams and live their own lives to the fullest.

Neelesh Misra: "This is my first radio experience and I am amazed and humbled to see the mindboggling response from people cutting across ages and demographies. In a country of great oral traditions, this is my humble effort to bring back oral storytelling in the creative space - I am glad that it connected with listeners from Day 1."

Tune in to Neelesh Misra, every night at 9:00 pm only on 92.7 BIG FM

For further information, please contact:

Percept Profile
Deepa Doshi
Mobile: +919820663193
Email: deepa@perceptprofile.com

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