| 01 Jun 2023
Radio and television to create special programming for Mother's Day

MUMBAI: This Mother's Day, the radio and television medium of communication encourages listeners and viewers to celebrate motherhood through Mother's Day special programming. From radio stations like Radio City and Big FM, to television channels like Vh1 and 9XO, the special day will include interesting interactive engagement.

Radio City is will be hosting Mother’s Day special programming all day long on Sunday, 10 May, encouraging listeners to share thoughts and experiences on how their mothers resemble any of the Bollywood personalities. Apart from the on-air dedications, listeners will be able to show their love by writing messages for their mothers on the ‘City ki Super Mom Graffiti wall’, which is being installed at selected malls in Mumbai, Delhi, Bangalore, Pune, Lucknow, Ahmedabad, Hyderabad and Chennai.

Commenting on the Mother’s Day special programming, Radio City national programming head Kartik Kalla said, “Mothers are those individuals who rarely get the appreciation they deserve for the selfless efforts they put in for making our lives simpler. Through our special initiatives we are simply honouring mothers from all walks of life. ‘City Ki Super Mom’ will give listeners a chance to showcase their love for their mothers. With the on-air thoughts being shared, stories being voiced and the graffiti wall in place, I am sure it will be an apt tribute to mothers across India.”

Meanwhile, Big FM will also be hosting honouring mothers through a campaign called My Mom, My Hero, through which an audio movie will be aired on all 45 of the network’s stations. During the day-long programming, Big FM will not only be playing revelant songs for mothers, but will also give listeners a chance to shares stories about their moms. Out of five shortlisted stories, one will be chosen a winner and will have their story turned into a two-hour radio movie.

Speaking about the campaign, RBNL EVP and business head Ashwin Padmanabhan said, “Mothers are superheroes and we don’t thank them enough for everything they do for us. Thus, at BIG FM, we have come up with a distinctive campaign to express our gratitude to mothers across the country with our initiative - ‘My Mom, My Hero’. We are inviting children across all cities and age group to participate and tell their mothers that she is the best.”

On the television side, Vh1 will air a special music block called 'Vh1 Mamma Mia' featuring mothers in music as an homage to the most successful music ‘moms’ such as Beyonce, Britney Spears, Adele and more. Speaking on this, Viacom 18 English Entertainment EVP and business head, Ferzad Palia said, “On the occasion of Mother’s Day, we aim at honouring mothers who have made it big in music. The music block would only feature music by established mothers. We hope the show adds to the celebration in a musical way.”

Additionally, 9XO is airing a similar special music block called ‘9XO Super Moms’ that features a playlist of 14 ‘Super Moms’ from international English music industry. On that, 9XO Programming Head Clyde D’Souza said, “This Mother's Day we give our viewers a special treat with 9XO Super Moms. This playlist features songs, trivia and cute baby pictures of 14 Super Moms from Beyonce, Shakira, J.Lo, Madonna, Kelly Clarkson and more.”

‘Vh1 Mamma Mia’ airs 10 May at 10 am and 7.30 pm on Vh1, and ‘9XO Super Moms’ airs all day long from 8 May to 10 May.