FM radio players still banking on IPL 2

Compared to the first season of the Indian Premier League (IPL), activities, especially on-ground activities, have been comparatively low key in Season 2. However, enthusiasm of the various FM radio partners of IPL franchises has not been dampened and they continue with their initiatives around the T20 mega property.

Radio City, in partnership with Primetime Kagiso Pvt Ltd, is the official radio associate for the IPL series this season and aims to bring the cricketing action closer to its listeners across 20 Radio City stations and two network stations. Red FM has partnered with Mumbai Indians for IPL 2 as well, and is giving away tickets to the matches through a treasure hunt. This contest commenced from April 13, 2009.

IPL 2 moving out of India has hit cricket fans bad, who can’t watch the matches live at the stadiums. FM players, who were giving away IPL match passes liberally last year, are taking measured steps while giving listeners a chance to watch the matches in South Africa.

But, are FM players missing out the IPL action this year? How much has the tournament shifting out of India impacted their revenues?

Apurva Purohit, CEO, Radio City, and President, AROI, asserted, “Radio City is on top of the IPL action. Being the radio associate for DLF IPL and having tied up with them, we are going to bring cricket and the South Africa on-ground experience alive on radio for all our listeners through some great exclusives and specials. We are a cricket loving nation. IPL with its T-20 format gripped the nation last year. Hence, IPL would be significant from both great listening and a revenue generation perspective.”

Harrish M Bhatia, VP - Northern Region, AROI, and COO, My FM (Synergy Media Entertainment Ltd), explained, “The on-ground action has obviously faded as compared to last year, but at My FM, we have developed an interesting campaign that we are already receiving great response for. Our campaign, titled ‘Full On… IPL Deewangi’ has an exciting set of activities, including a match analysis morning show with Ayaz Memon and our mystery lady ‘Ek Haseena’. The thrill of cricket revolves around togetherness and celebrations, and we have planned match screenings for which we are giving away tickets to contest winners. Apart from these, we have predictions, match updates and interesting contests like ‘Bowl Out’, which will have our listeners glued to our frequency.”

Anand Chakravarthy, Senior Vice President – Marketing, Big FM, admitted, “Yes, the impact on ground would definitely have been much higher for consumers had the matches been hosted on home ground. The excitement on air, however, hasn’t stopped whether it is consumers or clients. We have a whole lot of sponsors on board for IPL, for example, Maruti Suzuki, Centerfresh, Snickers.”

“Revenues have not really been hit in a big way, everyone wants a piece of the IPL action and there hasn’t been a dramatic drop in revenues,” he added.

Anuj Singh, National Marketing Head and Station Head, Mumbai, Red FM, observed, “Despite the IPL shifting to South Africa, Red FM is the destination for all cricket action related to IPL and the Mumbai Indians. In fact, we have launched a very interesting on-ground activation across key locations in Mumbai where listeners can win a chance to go to South Africa and watch the Mumbai Indians matches live by participating in an on-air and on-ground treasure hunt. A first for radio, Red FM’s Treasure Hunt will be conducted across various locations in the city and will comprise on-air, off-air and SMS communication, building increased interactivity and participation from the listeners.”

He further said, “The stakes are much bigger this time and the promotions even more exciting. In addition to that, all the other elements, like exclusive interactions with the Mumbai Indians team, giving away exclusive Mumbai Indian merchandise, etc., have ensured that the excitement and momentum of the IPL is maintained.”

So, how different is Season 2, as compared to Season 1 of IPL and had IPL been held in India would the activities have been much bigger as compared to last year?

Purohit stated, “IPL in India would have seen more below the line activation coming into play, and having said that, as the Radio Associate for DLF-IPL 2009, we have access to a lot of exclusive on-ground action happening in South Africa and will amplify the same on air for our listeners.”

Bhatia said, “Had the IPL been held in India this year, things would have definitely been on a much larger scale, even compared to last year’s activities. The entire radio industry had a lot of activities around IPL last year, and being a completely people-oriented medium, radio players would have had bigger plans this year. The cricket craze in India has grown bigger and bigger with the T20 IPL and Season 2 would have meant greater involvement, hence much larger variety of activities.” Chakravarthy observed, “The on-air excitement still continues with as much fervor. The difference can be seen in the on ground offerings, for example, last year, we hosted activations around stadiums, crowd reactions, innovative match updates, etc. This year it is limited largely to on air, with some on ground elements.”

Singh said, “For Red FM, cricket is one of the major pillars of our programming strategy. Last year, in an ultimate display of solidarity for Mumbai’s home team, Red FM turned to Blue FM, where we not only changed our brand name, but also our station identifier in support of the Mumbai Indians. This year also, irrespective of where the IPL is being held, the on-air programming is devised to bring the same excitement and larger than life experience for our listeners. And going by the excitement amongst the people about their home team, the Mumbai Indians, I don’t see why there should be any less excitement and passion on Red FM.”