MUMBAI: Fever’s Mumbai station has kickstarted a campaign, â€?Sun Mumbai Sun’ early this week to intimate its listeners of its improved frequency clarity, with hoardings all over the city.
Affirms Fever national marketing and promotions head Gawri Kapre, In Mumbai, we had some transmission problems in certain parts of the city. To tackle these issues, we had shifted our transmitting tower in the middle of 2008, but the listeners were still unaware that our frequency issue has been solved, hence the campaign, â€?Sun Mumbai Sun’.”
Fever Delhi station head Neeraj Chaturvedi elaborates, The government had promised Common Tower Infrastructure (CTI) to every player and we had to settle with what was provided to us. Our tower was at a lower height than average and had some dark areas where our transmission was not clear….
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â€?Sun Mumbai Sun’ is a campaign to inform Mumbaiites that the frequency problem has been corrected and that the station is audible all over the city.
The station is now sounding clearer and brighter because of the digital processing being used and use of world class OMNIA processors, aver Fever officials. We have adopted the Digisound, which enhances the sound on radio and gives the listeners a better hearing experience…. From pumping Bollywood tracks to melodious yesteryear numbers, Fever’s Digisound adapts to all genres with care and precision to deliver best quality in radio sound, they add.
We would be digitally enhancing the sound of every track in the pre-transmission stage,… adds Chaturvedi.
Apart from the hoardings and promotions across the city, the stations would also be launching a contest. The station would play a sound of Mumbai and the contestants have to guess it. Every sound comes with a Rs 5000 startup prize and if guessed correctly, it rolls over to the next hour and the prize increases by Rs 1000. The contest will be aired from on weekdays from 8 am to 8 pm.
We would be playing sounds peculiar to Mumbai which we hear every day but don’t pay attention to. Some of the sounds that we have played are gas stone lightning, crushing of plastic bottles, horse trotting, pani puri etc. When these sounds are isolated and played on radio, it acts as a brain teaser and we are trying to reinforce that our sound is clearer now by digital enhancing him….
Fever will be promoting the campaign via print, hoardings and bus panels across Mumbai and the on-air contest.
