afaqs!

My FM encourages listener participation through new programming

By Justin Thomas , afaqs!, New Delhi | In Media Publishing | February 25, 2009
Introducing new Content Link Breaks in its programming schedule, My FM hopes to glue listeners to its airwaves

Continuing with changes it started off after conducting its radio survey, My FM has now brought in new Content Link Breaks (CLBs), which is RJ talk are featured in regular programmes. New themes and contests have now been incorporated into CLBs.

The CLBs were first test run in Jalandhar. After the great listener feedback received in that city, according to Ritu Chhabra, national head, brand, My FM, new CLBs have been implemented in all the 17 cities where the operator is positioned. The testing was done during the second half of January and the implementation took place in February.

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Speaking to afaqs!, Chhabra explains, "The survey results opened up various avenues to glue listeners to the airwaves of My FM. The additions clearly indicate what the listener wants."

New programmes include a segment, called Ladies Point, for the afternoon time band, which will have discussions on issues that are important to the modern woman. Ladies Point has been conceptualised as a show that will give women a platform to speak to the RJs on various topics.

Another segment, What's Up has been introduced for the evening band, targeted at the youth. This is a call-in segment, where college students get an opportunity to speak about interesting, on-campus activities at their colleges.

Eager to keep listener participation in the forefront, My FM has developed several new contests. Two new contests for the Morning Drive Time show have been introduced. The first is 'City Dhurandar', a contest for the listeners who think that they know everything about their city.

Contestants will have to answer city-centric questions about lesser observed or relatively unknown aspects of their city. For instance, "Which shop comes first on the right hand side, when you enter The Great India Place mall?"

Another set of tricky questions have been developed for the second contest, called Kya Aap Chacha Chaudhary Se Tez Hain.

Another youth centric show, Masti Ki Paathshaala will have an interesting contest called Sher Da Puttar, where participants will be given thrilling dares to perform on-air.

The Evening Drive Time show has contests like 'Real Ya Na-Real', where listeners have to identify which news item is fake.

Other evening CLBs include Bollywood ka Keeda, which will test the listeners' knowledge of Bollywood songs and Ulta Pulta contest, where the callers have to sing songs in reverse.

The aim of this programming influx is to hook the listeners to My FM's airwaves and to generate maximum interest through their proactive participation in the programming schedule.