radio city 91.1 fm super singer 2013

FLOW OF THE PRESENTATION

1. Overview: Radio City Super Singer (RCSS)

2. Execution of RCSS -2013

3. Media Coverage RCSS 2013

Radio City’s Super SingerPan India presence

5th Season of India’s only

Talent hunt show on FM,

FM Bole Toh Radio City 91.1 FM

Delhi

Lucknow

Ahmedabad

Jaipur

BarodaSurat

VizagHyderabad

Chennai

Coimbatore

Bangalore

Mumbai

Pune

Sangli

Nanded

Sholapur

NagpurJalgaon

Akola

Ahmednagar

RCSS 2013

To enhance brand visibility and strengthen recall amongst age group of 18-34 M/F

To conduct city’s biggest search for the most promising singing talent

To ensure maximum brand rub-off with the TG for the associating brands

Objective

Radio city Super singer -2013

14 ground

Concerts

20 city ground

Activation

City Super Singer Hunt

1 Super Singer

winners in City

WINNER GRATIFICATIONCash Prize 1 Lakh Main Market & 50,000 Small Market + Performance on final Event + get a chance to come

on RadioMedia usage to amplify the property

TV, Radio, On Ground, Digital, Print and Outdoor

RCSS 2013

Awareness phase creating intrigue about the upcoming RCSS 2013

Call for Entries, Registration drive @various touchpoints

Shortlisting rounds

Finale in each city with Celeb Quotient

Stages

Total Registration of Radio City Super Singer -5

84854RWA Colleges Online Banner Boys

Canter/MallOffice/Station Vehicle

1575

5240 8376 1496

5 27777

26921

IVRS/OBD

Campaign Mechanics

Teaser Phase On ground Call for

entryShortlisting of entries

Super Singer LIVE

selection of finalists

and winner

Finalists put for Public Voting

Promotions for the

Final Event

Grand Event

Winner Gratificatio

n

Post event hype

Teasers

4 days

The promo announces

SS and informs listeners regarding

auditions/entries

RJ mentions to build up

the excitement

Exposure: Promos – 20 times a day * 4 days

Call for Entry

14 days

Mechanism:• Drop CD at retail outlet/ RC office

• Aday Audition @Mall/On Ground

• IVRSSimultaneo

us Shortlisting

s• 5 SS to be

short listed

Exposure: Promos – 20 times a day * 12 days

Shortlisting round

1

5 daysPromo, RJ

mentions to build

excitement about SS

going LIVE with top 5

SS next week

onwardsTop 10 SS Training by,

Short interview bytes of Music

Experts across showsExposure:

Promos – 20 times a day * 7 days

SS LIVE & voting

5 days

Top 5 SS go LIVE on RC

Surprise Celeb Call ins- Music

expert advice SSListener Meet with

their fav. SS @RC studio

Exposure:• Capsules: 1 X Top 5 SS in rotation= 20 times/day * 8 days

• Vote appeals

• RJ soliciting vote for his/her favorite SS

Finale

1 day (Sun)

Performance: Top 5 SS,

LY SS Winner &

ParticipantsJury: Music

expert, a listener and

a local CelebrityWinner

takes away the coveted

title of RCSS and gets Cash

prize of Rs. 1 Lakh

Exposure:• 20 promos per day

• 4 OBs from event venue

Post Event Hype

2 daysRCSS

winner will feature in all shows

for two days

Exposure:• Promos – 20 times a day * 2 days

• Winner bytes to feature twice in Show X 1 day

• Winner bytes to feature once in show X 2 days

RCSS 2013- On Air Schedule

ON GROUND EXECUTION

Promotions

Strategy: To tap on to diverse socio-demography in order to have a neutral stance for providing opportunity and consciously penetrating in to all income strata of the society to provide associated brands optimum exposure.

Touch Points: Colleges : To seek registrations and auditions from the younger generation of talent. The

music is evolving and the newer audience is opening to newer or the latest genre of music e.g. dub-steb, hip hop, trance, house etc. influencing mainstream mass music.Opportunity to the aforementioned audience embarks stronger brand relativity and loyalty nonetheless, superior registrations as they are actively present in the talent space being young. Tata Docomo, Nokia, Infinity, Aakash and Catch centric audience.

Street Signals: This is where the highest amount of HNI active radio listeners are found. Propaganda at traffic signals not only enables brand registration but also by providing opportunity to the seekers, it helps in building a stronger brand loyalty. Nokia, Bharti and Infinity centric audience that has buying capacity.

Railway Stations: The place where a “common man” is found, this touch point had tremendous potential as it is statistically observed that 70% of people winning reality shows are from the strata of society that we call “Middle-Class”. Also, an excellent market for the sponsors – Tata docomo, Aakash, Bharti Cement and Nokia budget phone audiences.

Promotions

Strategy:

Date 02-09-2013 06-09-2013 07-09-2013 09-09-2013 10-09-2013 11-09-2013 12-09-2013

Colleges SK SomiyaKJ Somiya

Parag JR CollegeS P S Jant College

Mmk CollegeRizvi College

Awami Jr.collegeSt. Andrew’s

College, Bandra (w).

Smt Ramkalidevi Sanmansingh Jr.

College Of Commerce

NesNavjeevan

Vidyamandir

Adk CollegeSailee

Nalanda College

Kala VidyalayaK. G. Mittal

CollegeMalad SndtSt. Anne’sGokhale College

Date 10-09-2013 11-09-2013 12-09-2013 13-09-2013

Area Kandivali Traffic Signal Dadar Signal Santacruz Kalina Signal Andheri Chakala Signal

Railway StationKandivali Dadar Bandra Andheri

Borivali Bandra Andheri Dadar

Promotions

Snapshot – College Promotions

Promotions

Snapshot – Roads

Promotions

Snapshot – Railway Station

Auditions

StrategyStatisticsSnapshot

Auditions

Strategy: To tap on to the propaganda conducted through rigorous promotions at the mentioned touch points by channelizing the audience to: A. Malls B. Colleges C. IVRS

Auditions

Overdrive: Mall:

Lounge setup at mall to make participants comfortable and relaxed before auditions

Anchor provided as a value add to conduct smoother auditions and represent the brand to answer questions from general audience and participants

Colleges: Auditions conducted “Inside” colleges with prior

permission to enable higher registrations thus auditions College permissions provided as a value addition. Hostess provided at the cost of promoters to enable

higher registration and audition numbers of female contenders

Auditions

Snapshot - Mall

Auditions

Snapshot - Colleges

Rehearsals

StrategySnapshot

Rehearsals

Strategy To have the finalists and the band get

acquainted to each other to perform in sync

To have a good band that can play on to any song the participant would sing

To provide a band that has the capability to produce more realistic sounds to match programmed Bollywood music and not sound like conventional orchestra.

Rehearsals

Snapshot:

Finale

StrategyStatisticsOver DriveSnapshot

Finale

Strategy: To culminate the progression of the event to a

grand finale, entice the audience to build a stronger brand relativity.

Provide a platform to the finalist to compete

Felicitate associated sponsors and brands

Finale

Overdrive: Nightly stage that compliments the light

effects Excellent audio technology and technical

crew to eliminate sound related issues and the irregular dispersion of sound, considering the structure of the mall

Finale

Snapshot: Stage

Finale

Snapshot : Venue Construction

Pre-Event

At-Event

Finale

Snapshot : Celeb Moments

Finale

Snapshots : Emcee Interaction

Finale

Snapshots : Participants

Finale

Snapshot : Audience

Finale

Snapshot - Winner

Grand Finale Coverage ofRadio City Super Singer -5 @ Zoom

Print Ad® DNA

Mum

Paper Ad: Hindu - 13t Sept 2013

Paper Ad: Hindu - 16th Sept 2013

Print ads- Mail Today

Delhi

PR Coverage

Delhi

Technology

StrategySnapshot

Technology

Strategy: To overcome the challenge of physical dependency of data dumping

which could involve errors, omissions and loss of data, a cutting edge cloud technology was implemented.

“Real time” access to data was provided relying on high-speed data telephony (Airtel / Tata) and state of art data servers (Google.com).

In order to eradicate the gap of data access and online data dump, a sturdy notification system was implemented that would provide key contestant information as in when it was received.

An industry leading – Professional sound mixing and recording software was procured to enable maximum noise cancellation and higher accuracy of recording.

All auditioned contenders were provided HP/ Shure microphones for best quality sound recording.

Technology

Snapshot : Professional digital voice recorder

Goldwave Pro

Technology

Snapshot : Recording gears

Technology

Snapshot : How did the real time data storage and access work?

Technology

Snapshot: Data Interface

radio city 91.1 fm super singer 2013

Marketing