MUMBAI: Big FM has altered its music positioning in Mumbai, in accordance with the station’s own internal research findings and understanding of customer’s music preferences.
The new positioning, â€?Jaisa Mood, Waisaich Music’ has been introduced a month ago, understanding that Mumbai lives by a distinct and well planned time clock and hence the requirements of listeners change with the changing moods.
This has been inferred through qualitative research providing insights into the moods of the consumers, their listening habits, music tastes and their specific entertainment needs, say station officials.
The uniqueness of the city is reflected in the changing entertainment requirements in different time bands. Hence mornings are mostly rushed, fast paced and full of energy offering listeners music that is upbeat and high tempo, aptly titled Josh Mornings. Afternoons see listeners coming in to have a nice time and the afternoon segment is called Timepass Afternoons, hosting fun and mischievous songs catering largely to women and youth. Evenings are about a tired Mumbaikar, who just wants to relax, unwind and chill and hence the Chillax Evenings, offering soothing and relaxing numbers, according to the new findings.
Commenting on the new music strategy, Big FM Mumbai station director Neerja Dhillon says, Our content is tailored to suit each day part and the entertainment requirements of listeners during that time. With the continuous focus on understanding listeners and leveraging the synergies of this new music strategy, we promise listeners great listening experience round the clock. Through our new music positioning we are only re-iterating our promise to positively impact lives of listeners through the best music mix and entertainment on the station….
Radio is an extremely local and dynamic medium making it critical that the changing pulse and trends be mapped regularly. Besides this, qualitative research is undertaken from time to time which provides key insights into the moods of the consumers and their specific needs. Citing reasons for the new positioning, Dhillon adds, The change has been brought about post the research undertaken over a long period of time. Understanding the consumer more intimately has helped us identify the need gaps and the entertainment needs of the consumer. Competition is also something which we are watching closely, but that has not been the reason for the initiation of a music change….
The content will be customized again to suit the moods of the consumers and this help us in providing advertisers with solutions to match their audiences at the right time in the day which will prove to be more effective from their perspective….
The channel has planned an extensive radio promotion on the change-conveying it through RJ talk, music innovations, RJs going on ground and gauging the mood of the city and playing songs accordingly and have just launched the outdoor campaign to communicate â€?Jaisa Mood, Waisaich Music’ to the consumers.