Riding the wave

It’s time for the FM radio revolution to shift into next gear,shoots Big FM’s big daddy and Chief Operating Officer,Tarun Katial

Here,there,almost everywhere that you go now,the music reaches your ears. Be it driving to work or finishing chores at home,FM radio is now a part of everyday life and it would be cliched to reiterate that. “Precisely why now it’s time to shift gears,” you hear the ever-charming big daddy aka Chief Operating Officer (COO) of Big 92.7 FM,Tarun Katial say out loud. On a yatra of sorts,Katial has been driving in and out of towns,Tier-II ones particularly,across the country. “This year we are focussing more on the mini metros for that’s where business is spreading,” we heard Katial tell us. At a time when conversations are peppered with words like ‘slowdown’,‘slump’,‘bad times’ and the like,it’s heartening to hear Tarun. “I think people have rediscovered radio in these times. Back at work in Mumbai,when I hear of us doing well ven in interiors of the country,it’s very encouraging,” remarked the COO who doesn’t take long to admit that Punjab is a key market. “We are the strongest player in the region and are looking to scale that,so no slowdown for us,” cheers Tarun who incidentally wasn’t on a whirlwind tour of Punjab,having kept aside three days for his trip (the fact that he has in-laws in Chandigarh has little to do with that this time around!). “The best way to get a feel of the business is by being there on local turf and I have been talking to our business associates and listeners as well,” informed Katial,who is now eagerly gearing up for the third phase of licensing that’s around the corner. “As of today,we are present in 45 cities addressing a population of over 2.5 crore. So there’s no way we are going to lie low this time either,” he shares.

As far as the trends in the radio industry go,who better than Katial to sound us. “You know the medium of radio is fast becoming an intrinsic part of advertising with brands opting for a 360 degree approach,” he explains. What’s more,visual brands are now on radio! “Imagine Asian Paints,Veet,signing up. It goes to show the seriousness with which advertisers now view the medium,” asserts Tarun. Speaking of business,his India-yatra has been an eye-opening one. “India truly is a land of contrasts and it’s amazing to see how different regions and people view business and radio. I am loving this experience,” Tarun cheers. For someone who is hoping to cover 45 cities in 52 weeks,we are jealous!