Abraham Thomas, COO, Red FM
Launching the Red FM brand nationally fulfills our vision of creating the single largest FM network across the country… The rebranding exercise will be comprehensive and incorporate the Red FM DNA into all the other stations in programming style, content, format and presentation, and entails complete re-training of the staff… Nisha Narayanan will now be heading the programming for North, East and West radio stations. I will be looking into the group’s operations as the COO, whereas Shanmugam K will be the CEO.
Abraham Thomas began his career in the print media with The Indian Express, where he worked his way up to the position of All-India Head of Ad Sales. Television soon beckoned him and he joined Sony Entertainment Network as Director - Sales for SET, MAX and AXN. He then moved to MTV Networks, where he headed the revenue function for MTV, Nickelodeon and Vh1.
Thomas joined Red FM as COO in March 2005. He believes that his strong background in revenue generation and his experience working with client brands helps him to drive their programming and marketing towards increased listener pleasure, while co-creating win-win marketing solutions for his clients. His vision has enabled Red FM move ‘beyond radio’ and on to Red Activ (activation), Red Mobile (content on multi-digital platforms) and Red Creativ (Creative Solutions for clients).
In conversation with exchange4media’s Robin Thomas, Abraham Thomas shares more about the recent rebranding of SFM as Red FM and the way ahead for the FM player.
Q. Please tell us about the entire idea behind the rebranding of SFM as Red FM.Launching the Red FM brand nationally fulfills our vision of creating the single largest FM network across the country. Red FM has stood out with its strong listener connect and contemporary entertainment style, making it the most popular FM brand in the cities that it operates in. We are extending the already successful Red FM format of brand, content and programming across the country. As the No. 1 radio station in Mumbai, Red FM will be able to replicate its unique flavour and leverage its expertise in programming, marketing and innovative client solutions for the benefit of both listeners and advertisers.
Q. Who is your creative and media agency? Now with Red FM extending its reach, have you called for a pitch?
Our creative agency is O&M. We’ve had a long fulfilling relationship with them over the years and they have played an important role in the development of this campaign. As for our media agency, we work with a panel of agencies that between them have a nation wide presence.
Q. Will there be any change in the role of Nisha Narayanan, Project Head at SFM? Can we expect any changes at the top levels?
Yes, Nisha Narayanan will now be heading the programming for North, East and West radio stations. I will be looking into the group’s operations as the COO, whereas Shanmugam K will be the CEO.
Q. What is your marketing budget/ advertising spend?
As per company policy, we are unable to divulge any financial information.
Q. Following this development, what are the structural changes that have taken place – are you looking at hiring new talents, and what levels?
The rebranding exercise will be comprehensive and incorporate the Red FM DNA into all the other stations in programming style, content, format and presentation, and entails complete re-training of the staff, including the RJs, station heads, sales and marketing teams. The existing human resources will continue to be part of the new set-up and there will be no significant spends on talent acquiring.
Q. Please elaborate on your digital campaigns or on ground activities.
Banners on trade websites and other initiatives that focus on the digital medium are part of this 360 degree multi-media campaign. Digital medium will be used mainly to reach out to advertisers and the trade fraternity in Mumbai, Delhi, Kolkata, Bangalore and Chennai. On ground activities and use of ambient media to reach out to audiences in the P1 markets have been planned.
Q. Can you please share with us your marketing activities as well? Will it be a 360 degree campaign? Will the campaigns be only in SFM regions?
We have planned a multi-media marketing campaign involving on-air, on-ground, OOH and ambient mediums as well as print ads in trade publications. The campaign aims to create an element of intrigue in the audiences and also gives them a brief glimpse of what they can expect from the newest radio station in town.
