Reliance to create common content for radio and TV

By Raushni Bhagia , afaqs!, New Delhi | In Media Publishing | February 13, 2012
Hasya Panchayat, a humour-based show will be simulcast on its television channel Big Magic and its radio platform Big FM.

RBNL has come up with the concept of common content for different media platforms (radio and television) with its comedy show 'Hasya Panchayat'.

The show will be simulcast as 'Hasya Panchayat' on its GEC Big Magic, and on its radio channel 92.7 Big FM as 'Hasi ke rang, Surendra Sharma ke sang'.


In central India, where the channel Big Magic has a presence, the television show will be adapted in small audio capsules and aired on Big FM. In the other markets, the content will be made locally relevant.

The company is betting high on the concept as its total marketing spends are expected to cross Rs 3 crore spread across three phases. In the first phase alone, the RBNL will spend Rs 1.3 crore in marketing the show.

The show will use outdoor, and the print media extensively, apart from the company's in-house radio and TV channels. The campaign is planned to be released in all the major cities of UP, Bihar, Jharkhand, and Madhya Pradesh. The outdoor activity for Hasya Panchayat is done by Purple Focus. There are about 80 hoardings used in the major cities of central India.

The print promotions in the newspapers for the show are planned in two phases. The first one will start on the day of the launch, while the other phase will be seen after a gap of a couple of weeks. The print campaign will also be seen in magazines such as Femina, Filmfare, and Grihshobha. Amar Ujala is its print partner. Apart from this, the Group will also use Live Media and local TV channels to promote the show.

To ensure eyeballs, the channel will also organise live shows of the Hasya Panchayat format with poet Surendra Sharma, and other hasya kavis. One such show was organised at the Shivaji Stadium airport in New Delhi, recently.

Some other platforms of promotion will be questions posted by viewers and listeners through IVR (Interactive Voice Records), Surendra Sharma jokes' caller tunes, and SMS blasts.

Madhukar Pandey

On Big Magic, the show will replace the existing show, Nadaaniyaan, at 9pm slot, which will be re-scheduled. The channel has more show launches such as Bajrangi, planned in the future.

To ensure maximum viewership and listenership for the show, the radio and television shows are being aired on different time slots.

Madhukar Pandey, business head, central India, Big FM and Big Magic, says, "Hasya kavita is a local format, and humour is an all-time hit in Indian society. The show is interactive, and will discuss day-to-day problems and their solutions in a light manner. We will involve brands in the content. Advertisers, too, can put forth their questions and get answers by Sharma."

Brand integration is also planned in the content and usage of brand names in the script will be involved. The show will be divided into three segments: Kavita, samasya-samadhan, and Railgadi. The first and last segments will feature Sharma, while the rest of the show will feature other established poets and upcoming poets.

Navin Khemka

Amit Ray

Will it work?

Will the concept of taking comedy on the platter and serving it on two different media work for Reliance Broadcast Network?

Navin Khemka, managing partner, Zenith Optimedia India, is optimistic and says that the name 'Surendra Sharma' should connect with the audience as he is quite popular in the Hindi heartland. Moreover, comedy has time and again proved to be a hit formula on the silver screen. "Star One got it right with 'Laughter Challenge'. Plus, radio is an apt platform for humour since its consumption is extensive. However, it seems radio is majorly being used to generate hype for the television show. On the advertising front, it is less likely for the national brands to go on radio. It will be local brands which will focus more on this platform."

However, Amit ray, former president, Lintas Media Group, has a different view on the concept. "Considering the market scenario, RBNL may achieve the PR value for the differentiated concept, but I am highly doubtful about the viewership value. This kind of show can never be targeted to the metro audiences. Though Sharma is good, the competition has increased. As far as marketing and revenues are concerned, I am doubtful if advertisers will come on board. I think monetisation will not come so easily. The concept may get popularity, but revenue generation is still a question."

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