BIG 92.7 FM on an overdrive as it hosts ICC World Twenty20

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BIG 92.7 FM on an overdrive as it hosts ICC World Twenty20

For the second edition of the ICC World Twenty20, Big 92.7 FM has been chosen 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.

Speaking to afaqs!, Anand Chakravarthy, senior vice-president, Big 92.7 FM, says, “As an official partner, we will have exclusive access to captains, players and various other officials. Our RJs would be out there in England, bringing alive the action from the cricket field. India is the defending champion in the tournament, which adds to the excitement. We have an entertaining mix of cricket and entertainment to keep our listeners happy.”

As a curtain raiser, beginning May 25, the radio station launched an initiative, titled Dhun Dhar T20. It is a musical extravaganza, where the country's leading musicians will 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 coming weeks will see 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 will showcase all the cricketing action for listeners.

During the tournament, Big 92.7 FM will devote almost 50 per cent of airtime to cricket. According to Chakravarthy, care has been taken not to disturb regular shows on the station. Instead, effort is geared towards intelligently 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.

Big 92.7 FM has termed the ICC World Twenty20 as the ‘Mahabharata’ of cricket 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 92.7 FM cavalcade will hit the road in various cities and towns, engaging cricket fans in fun games and awarding the winners with merchandised gifts.

Without sharing the details about specific brands that have come onboard as partners for the ICC World Twenty20 property, Chakravarthy states that the radio station is in the process of closing big deals with some advertisers.

© 2009 afaqs!