Sonu, currently national creative director, Big 92.7 FM, has been promoted as vice-president, programming. He replaces Manav Dhanda, who has moved into a new role at Big Broadcasting, a Reliance ADAG company, which will be launching a bouquet of channels soon.
Sonu will oversee the entire programming function of the Big FM stations across India. He will report to Tarun Katial, chief operating officer, Big FM.
Katial says, "Nirupam has been a part of the Big FM family since its inception and has made a mammoth contribution in the areas of content planning and programming. Nirupam is a core strategist as well as a champion of innovations. He is one of those very few people in the industry exposed to all facets of content - planning, packaging, creative and programming. Nirupam's sharp aptitude, backed by his extensive experience, will definitely help the radio category and Big FM grow more swiftly."
The main differentiator between Big FM and its competitors, he says, is its focus on the local positioning of stations.
On enquiring about Big FM's efforts in the evolving trend of outdoor broadcasting (OB) on Indian radio, he says the radio station has always been active in OB. In fact, there is an unwritten rule at the station that it should have at least one show a day from outside the studio.
Sonu says he believes the radio scene is fiercely competitive today. The challenge then is to become the No.1 player and then be able to maintain that position.
Sonu began his career as a trainee at TV18 in 1995. He then turned freelancer, during which time he was instrumental in producing and directing shows for television. He has rich and varied experience in TV production and direction. In 2002, he joined STAR India as executive producer, on-air promotions, STAR Plus. He left to join Big FM in April 2006 as head of stationality. Thereafter, he was promoted to the post of national creative director.