World T20: Big FM lines up cricket centric offerings

Televisionpoint.com Correspondent | Mumbai
Beginning today, countries will battle for supremacy in ICC World Twenty20, England 2009. For the second edition of the ICC World Twenty20, Big FM has been selected as the official radio partner. To bring the excitement of the cricket field to its listeners, the radio station has lined up a slew of programming and marketing initiatives.

Nirupam Sonu, programming head, Big FM says, "We are offering listener's action through our tailor made properties. The Cricketainment will ensure listeners have a super time keeping themselves hooked to the station."

As a curtain raiser, beginning May 25, the radio station had launched an initiative, titled Dhun Dhar T20. It is a musical extravaganza, where the country's leading musicians have come on the radio station to cheer for Indian cricketers. Kailash Kher was the first Bollywood face to go live on the Mumbai station.

The past week saw the likes of Abhijit Sawant and other Bollywood favourites acting as co-RJs on Big FM's shows. RJ Richa's breakfast show in Delhi, Happy Mornings and RJ Rohit's Chillax Evenings in Mumbai have showcased all the cricketing action for listeners.

During the tournament, Big FM will devote almost 50 per cent of airtime to cricket. Several efforts have been made towards integrating various formats and elements of the game and cricket matches with the existing programming, across all the Big FM stations.

Ex-cricketers and other cricketing experts will bring match updates and pitch analysis to the listeners. The radio station also plans to select around 30-35 lucky winners through various on-air contests, who will get a chance to see live matches in England.

Reaching out to India, across its 44 stations and 22 million Indians across the country, Big FM has termed the ICC World Twenty20 as the 'Cricket Mahabharata' and has coined new terms, such as Aaj Ka Arjun for the man of the match. Similarly, it has other categories such as Cricket Ka Yoddha and so on.

A special show, called Desh Ka Gaana: Desh Ke Liye Gaana will see an anthem being created by celebrity musicians, which will be presented to the Indian cricket team. Messages from cricket fans will be invited, and will be put together to create one of the biggest audio banners for the cricket team.

Additionally, the radio station plans to touch base with enthusiastic cricket fans through various on-ground activities. The Big FM cavalcade will hit the road in various cities and towns, engaging cricket fans in fun games and awarding the winners with merchandised gifts.