RnM brings you the Navratri Plans of 94.3 Radio Misty. The brand with the tagline 'Gungunate Raho,' is the first FM station of North Bengal and Sikkim. Radio Misty is broadcast from Siliguri and can be heard in the districts of North Bengal namely Darjeeling, Jalpaiguri, South Dinajpur, North Dinajpur, Coochbehar and eastern part of Bihar and Sikkim. Due to the geographical location of Siliguri, and proximity with the international borders of Nepal, Bangladesh, Bhutan and China, Radio Misty can also be heard in Bangladesh and Nepal.

Shikha Shah spoke with Nishant Mittal, CEO, Radio Misty, who feels that targeting every age group and every culture by playing songs in various languages like English, Hindi, Bengali and Nepali is what has stood Radio Misty in good stead.

Navratri is all about religious fervour through music and dance. What is your strategy to attract the maximum listeners? What are the programming specials that you have planned for the nine days of the Navratri festival?  What programming innovations have you planned to be able to co-opt the on-ground fun, celebration and masti from the Navratri pandals?

Navratri, and especially Durga Puja, is the biggest festive season for West Bengal and Sikkim, and we have been extremely active throughout. We started with a Puja countdown 30 days before the first Navratra. We  had aired 'Mahishasura Mardini' or 'The Annihilation of the Demon' which has become an indispensable part of Mahalaya rendered by the enchanting voice of Birendra Krishna Bhadra. It marks the beginning of 'Devipaksha' or the period of Durga Puja. Apart from this, we are airing special shows like Misty Aradhana (5 am to 7 am) where we air bhajans.

Radio Misty has organized Fraternity Run in Siliguri which was inaugurated by veteran cricketer Syed Kirmani. Besides this, we have tied up with many Puja pandals where our radio jocks are hosting game shows. We have tied up with telecom and FMCG majors for this. Moreover we have tied up with dandiya festivals in the region and our jocks are giving listeners constant updates about the events. People are winning free passes. All jingles and signature tunes are bringing out the festive mood.

The packaging of the shows is around the Durga Puja spirit. Listeners are being invited to speak in our special mobile van about the Puja. We are having a lot of on-air and on-ground contests where listeners have an opportunity to win gifts including laptops, cameras, DVD sets and others. We are giving our listeners the unique opportunity to visit Puja pandals in a special branded bus where they enjoy Puja with the jockeys of Radio Misty. Beside this we are taking listeners to celebrate Puja with inmates of the old age home Apna Ghar.

Please give details with broadcast schedules of the programming planned. Also, to which cities and how will you extend this programming?
 

Radio Misty has stations in Siliguri in West Bengal and Gangtok in Sikkim. As our motto says 'Local Station Local Voice, Local People,  Local Choice,' we have emphasized on our connect with listeners during Puja. All shows will be linked with listeners' wishes. We had asked our listeners about Puja shows and after their suggestions we designed the music and show content.

What are your special offerings during Navratri for ad sales? What special properties have you developed to help local businesses and regional/national brands strengthen their businesses through advertising with you?

During this festive season all brands are very much active on radio  For ad sales Radio Misty has developed many unique concepts with on-air and ground offerings. Beside this small shopkeepers have been motivated to showcase their products on air. We have received huge response from local clients. National brands are also very active on radio especially during the Puja season. Radio Misty is the first FM station of the region so we are getting the maximum share of revenue. Besides this, we are an innovative station and hence we are offering different innovative activities for advertisters.

How will you market the entire programming?  A big part of marketing is not just to inform existing listeners but to also expand the listener base. How do you plan to reach those who are not currently tuning into your stations? What are the media and ATL / BTL activities you plan to use for this?
 

We have a 360 degree campaign to involve more listeners in our shows. We are hosting several activities at Puja pandals, and have tied up with local newspaper and TV networks to promote this. Around 35 hoardings have been put up in the region. Radio Misty is an innovative station with a local touch. We have been promoting local talents and this festive season we are encouraging local singers to  come over to our studios and sing. Beside this, we have tied up with major music companies for Puja songs, whereby  eminent singers will perform with us. We are giving listeners a chance to come to our studios and have a little chat with their favourite RJs.

Radio Misty is making trips to Puja pandals with contests to get the vibe of the festive spirit on air. For listeners, a contest with attractive gifts is on, and is receiving an excellent response. A special show is aired daily which will follow the festival right from the initial stages to the idol immersion. It is covering committee meetings, interviews with Puja organizers, idol makers, priests and others. The show �Misty Pujo Parikrama' is featuring the Pujas in all towns of North Bengal. Celebrity RJ have been given live studios at the pandals and live shows are on air from there. Live updates on crowds at different pandals are being aired.

Radio Misty is also into alliances with the best pandals of North Bengal,  and is airing live from these places.

�Misty Yaadein' features celebrities and VIPs of North Bengal and Sikkim, and they are recalling their childhood memories of the Puja.

Immersion will be shot live from all towns where RJs will be stationed. Radio Misty will have their phone lines and SMS service open for 24 hours, where listeners can send their wishes. Radio Misty has always been associated with the people of North Bengal not only through music, but also through its spirit of spreading happiness in different ways.