Radio City's big plans for Musical-e-Azam

By afaqs! news bureau , afaqs!, New Delhi | In Media Publishing | September 08, 2009
The radio station will air the third season of Musical-e-Azam from today

Radio City has launched the third edition of one of its biggest properties -- Musical-e-Azam, music ka sabse bada jashn. The live musical festival will be on-air for two weeks from September 07 to September 18.

Radio City has roped in 10 eminent, young, Indian singers for this property: Mohit Chauhan, Shreya Ghosal, KK, Pritam, Shaan, Javed Ali, Rekha Bharadwaj, Raghav Sachar and Sajid-Wajid. This festival will be aired from Monday to Friday during the station's morning show, Kasa Kai Mumbai, which is on-air from 7 am to 11 am.

Talking about the property, Rana Barua, executive vice-president and national head - programming, says, "Musical-e-Azam was launched in 2006, and has been accepted well by everyone. We have not altered the format of the show much, but it has evolved over time. The interviews have become more candid. Also, it is the only event in its category, which goes live for two hours. No other property of this stature goes live for such a long duration."

& #BANNER1 & #Despite the fact that live shows are considered tough to manage, the channel has decided to stick with this format. Barua reasons, "It is a live event, because the fun gets doubled and it's pure entertainment. Live is fun and the entertainment quotient is higher."

This no-holds-barred show will indulge in candid conversations, call-ins from the participant's celebrity friends and listeners, star memorabilia, and meet and greet with the fans.

Besides sending song requests and calling into Radio City to chat with their favourite stars, listeners can also ask the stars about memorable and interesting facts in their lives. Listeners can also log onto to download the videos of the day's happenings and to get pictures of their favourite stars.

To promote the festival, the station has modified its on-air identity to give the feel of the festival. Apart from the on-air promotion, Radio City is using its existing tie-ups with the advertisers to create a buzz around the festival.

As a part of the marketing initiative taken up for this property, the radio station has advertised on BEST (Brihanmumbai Electric Supply and Transport Undertaking) buses, billboards, SMS burst and Inorbit mall, Mumbai. The property is also supported online by

This property, which has showcased eminent Indian singers, and won awards and accolades in the past, gets even bigger this year with the singing sensations of the current generation.