BIG 92.7 FM Delhi has introduced a fresh & new late-night show, ‘Kambakht Ishq’ with RJ Satyakam starting from this month. The show will present an all new definition of love and will portray the other side of this emotional journey. ‘Kambakht Ishq’ which will be aired everyday from 9 pm to 1 am, will have all the spices of love along with some shocking revelations, controversies and challenges related to love.
Kambakht Ishq, unlike all other clichéd love-shows, promises to deal with various dimensions of love in the present day context. It’s a voyeuristic show where people’s love gets tested throughout interesting love games. They also get to make choices which can be surprising and shocking. The show will primarily cater to the young audience which has shown a high affinity for programs/shows associated with love, dating, affairs, confessions & controversies. They are well off, open minded and look at all entertainment mediums as means to enhance their knowledge on dating and aspects of the opposite sex. They also seek advice and guidance from love shows. And this is what makes ‘Kambakht Ishq’ different from the others.
The introduction of this new show has been integrated after gauging the target audience preference and has been aligned with the listeners need. In an internal listener research conducted by BIG FM in Delhi, it has been derived that a majority of people spent a considerable amount of time on radio during night – primarily because that’s the only time when one gets to spend with oneself. Riding on this key finding, BIG FM has launched this innovative and new-age love show which promises to deliver all the spices related to Love, controversies and confessions.
The show will have segments like, ‘Money Ya Honey’ – where listeners get to chose between love and money; ‘Prem Pariksha’ – where couples can test their compatibility quotient, ‘Yeh Rishta Kya Kehlata Hai’ – shares relationship and marriage vows and ‘Dil Se’ – which will have daring confessions and controversies. Each and very segment has been conceptualised to tickle the senses with some interesting content.
The launch campaign of ‘Kambakht Ishq’ includes some great on-air and on-ground innovations including outdoor brandings, BTL and club nights.
Speaking about the latest programme offering, Ashwin Padmanabhan, Station Director – BIG 92.7 FM Delhi, said “Love, Confession, Controversy and Challenges have eternally tickled peoples interests and Kambakth Ishq taps these emotions and presents the realities of Love in today’s times. I am sure RJ Satyakam with his natural empathy and a refreshing and mature voice will make a big difference and give our listeners a chance to cherish each moment they spend with BIG FM.”