MUMBAI: In its zest to provide innovative and first-of-a-kind programming, Big FM has initiated an interactive segment with Pakistani RJs for promoting Indo-Pak singing reality show ‘Sur-Kshetra’. The special property featuring interviews and bytes of judges including Himesh Reshammiya, Asha Bhosle and Atif Aslam will be aired across its 35 Hindi speaking markets (HSM).
The station will air a special interactive program between Indian and Pakistani RJs wherein the jocks will share the music scenario of their respective countries. The station has roped in RJ Beena Benjamin from Pakistan to converse about their musical scene and their expectation from the show.
Speaking with Radioandmusic.com Big FM Mumbai programming head Siddharth Mishra said, “Moving away from all the controversies, Big FM has taken this one of its kind radio initiative which has never been done before in India. We are making special segments for ‘Sur-Kshetra’ especially in evening show because it’s the time when maximum numbers of people tune in to radio. We are also looking forward to bring in two new RJs from different stations of Pakistan. There are five to six major radio stations in Pakistan so we are trying to connect with more RJs with the help of BBC that has aided us in building contact with Pakistani RJs and getting proper permission.”
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Big FM will be creating a special segment for the musical show which will be aired specially during the evening slot. During the day of the launch, the station also dedicated its evening show to ‘Sur-Kshetra’ wherein, they conversed about the various aspects of the show, artistes as well as teams.
Apart from radio, the singing reality show has undertaken a 360 degree marketing and promotion campaign covering print, outdoor, and digital media.
The show produced by Sahara One and Sai Baba Telefilms is being simulcast on general entertainment channels (GEC) ‘Colors’ and ‘ Sahara One’ on weekends. It is also telecasted in Pakistan’s Geo TV channel simultaneously.
