MUMBAI: Humour televison channel Sab TV is launching an exclusive radio property, â€?SAB ke Daamadji’ on Radio Mirchi and Fever. The station has acquired four slots on these radio stations for six months.
Commenting on the new strategy, Sab TV business head Anooj Kapoor says, We are launching the second phase of our branding campaign on radio. We are exclusively creating a radio property for extending our presence over radio…
The radio spot â€?SAB ke Daamadji’ would be a funny North Indian character who would narrate anecdotes about various family members in a typical manner. Sab TV is known as a family comedy channel and this show will carry the quotient forward by sketching a radio character. It follows our umbrealla of family comedy and will help us in reaching out to the virgin audiences….
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Voice over artiste Sunil Grover, who also lends his voice for the â€?Sud’ character on Radio Mirchi, will be rendering his voice for this radio character. For creating a pitch for the radio spot, a video avatar of Damaadji will be launched shortly on the channel.
RAM data has been instrumental in Sab TV zeroing down on the radio channels for its upcoming radio spots. Elaborates Kapoor, RAM is essentially a benchmark accepted by the industry now for gauging radio listenership and we did go by RAM ratings while zeroing down on the radio stations….
Fever FM was a natural choice as the channel had earlier partnered Fever 104 FM to promote its show, â€?Gunwale Dulhaniya Le Jayenge’ in July. Radio Mirchi which has been maintaining the top position in metros for some weeks now, appears to have emerged an obvious preference.
