Radio One has introduced a unique marketing innovation that emphasizes the benefits of the Tata Sky + product offering to Radio One listeners in a truly memorable way. For a period of twenty one days, starting this week, the station’s listeners will have the unique ability to control what they listen to in terms of content, music and even advertising, underscoring the added value of Tata Sky+.
Says Raj Gopal Iyer, Station Head West, Radio One, “This is Choice Fataafat. During each show RJ’s will inform listeners that Tata SKY+ remote has now been activated and that the listeners have the power to control the show’s content. Listeners can SMS in their requests to pause, record or rewind, to activate the function.”
“This is a very innovative marketing solution from the station to provide real value to the advertiser while simultaneously entertaining the listener” he adds.
Says Vikrant Mudaliar, AVP Brand Marketing, Tata Sky, “Maxus and Radio One teamed up to create a great innovation for Tata Sky+ to drive home the key message. Apart from interesting RJ innovation on Pause and Record features the ‘Rewind’ innovation was implemented nicely to establish the relevance of the product feature. First time on radio viewers had power to control the music being played. Well done.”
Through the 3 week promotional period, listeners can activate the Tata Sky+ remote. On shows on a given day, RJs will abruptly stop with a Tata SKY+ Pause packaging during the course of an RJ link and wait for the listener to return to activate unpause , if they receive a Rewind SMS request the RJ will repeat the last 20-30 seconds of content. If there is a request for Record the station will interrupt the current content with a recorded link or content of previous days from the same show (eg: interesting moments or celebrity interview etc. approx 1 min.) All this will be branded with Tata SKY+ Record, Pause or Rewind has been activated as feature packaging. After the recorded segment, the show continues live. The station also highlights the advertiser’s Simultaneous Recording feature by fitting bytes from other shows into the live show with packaging of the feature and a mention by the host.
To add to the fun, the station will run a contest that gives listeners an opportunity to win co-branded Tata Sky+-Radio One CDs of their favorite shows or segments autographed by the RJs.