MUMBAI: Primetime Kagiso, a joint venture between Primetime International and Kagiso Media (South Africa’s private radio network) which has partnered with Radio City for airing IPL updates, has a second partner on board – Red FM and associate partner SFM.
Primetime Kagiso director Rathnakar Rai confirms that the content on Red FM and SFM would be tentatively aired from Monday. We wanted to expand the reach of IPL on radio networks and want to mandate IPL as a product category to as many stations as possible…. He adds that with a pan India presence of SFM, Radio city and Red FM, Primetime would be able to carry their on air IPL coverage to 50 towns across India.
Similar live feeds from Primetime Kagiso, the content provider would be given to Radio City as well as Red FM and SFM. As the source of the content remains the same, we would be giving away the same content to all the radio stations. The content can only be differentiated by the radio stations in terms of packaging and the frequency of content aired,… says Rai.
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Quizzed if Primetime is in talks with any other radio stations for providing their content, Rai says, With these stations we would be covering around 75-80 per cent of the market and might give content to local radio stations to complete our entire footprint. As this year, we were successful in providing exclusive cricket in India; we might outsource content outside Indian markets next time…. SFM has presence in 45 stations, Red FM in Mumbai, Delhi and Kolkata, Radio city has footmarks in 20 stations across India.
Confirms SFM Project head Nisha Narayan, Primetime Kagiso content would be aired on air from today in some markets and tomorrow in the remaining ones. We would be airing live feeds, sound bytes of celebrities, cricketers, match updates. The Kagiso feeds give more variety to the IPL coverage as we hadn’t syndicated any other IPL content. Also, it is an opportunity for advertisers to come on board as it is a value add for them….
As a part of deal with Primetime Kagiso, the radio channels will have access to the cricketers’ interviews, on-ground events, expert analysis, celebrity talks and reactions, live match updates, television feed and audience reactions at the stadium. Kagiso’s team will constantly provide content from its nerve centre studio, where the programming will be packaged and relayed as a feed to radio stations.
