New Delhi: BIG FM is undergoing a significant transformation to remain at the forefront of the entertainment industry. In an exclusive interview, Sunil Kumaran, COO of BIG FM, discussed the recent content refresh, the groundbreaking “Dhun Badal Ke Toh Dekho” Season 3, and the crucial role of AI in redefining audience engagement. From inclusive anthems to influencer marketing strategies, BIG FM is leading the way in entertainment innovation.
The recent content refresh at BIG FM aims to connect with a more contemporary and diverse audience by embracing emerging trends and introducing fresh, relevant themes. This strategic shift goes beyond keeping pace with change; it’s about anticipating listener desires while delivering entertaining and meaningful content.
“Inspired by our brand ideology of ‘Dhun Badal Ke Toh Dekho,’ we aim to challenge the status quo, encourage new ideas, and empower our listeners to embrace change,” said Kumaran.
This content refresh is built on four key pillars: Content, Soundscape, Music, and Technology. The content strategy focuses on delivering engaging programming, including interactive shows, thought-provoking conversations, celebrity collaborations, and impactful campaigns.”Our recently launched show ‘Dhun Badal Ke Toh Dekho’ Season 3 with Pankaj Tripathi perfectly aligns with this refresh,” said Kumaran.
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The Soundscape pillar emphasizes innovative audio techniques to captivate and immerse listeners, while the Music pillar carefully curates a diverse playlist ranging from timeless classics to contemporary hits.
Technology, driven by AI, plays a crucial role in personalizing content delivery, optimizing programming, and enhancing audience interaction. Campaigns like “BIG Bingo Cricket,” “Super Duper Dhamaka,” and “BIG Dhun” exemplify how BIG FM leverages technology to create interactive and engaging experiences.
Furthermore, BIG FM is expanding its multimedia approach, ensuring that each show delivers enriched experiences across on-air, on-ground, digital, and social platforms. This holistic strategy will allow the station to reach audiences through multiple touchpoints, offering a truly immersive entertainment experience.
The latest version of the BIG FM anthem, voiced by Sushant Divgikar, reflects the brand’s values and encourages audiences to embrace different possibilities through music. The collaboration with Sushant embodies the spirit of transformation and brings fresh energy to the anthem.
“Dhun Badal Ke Toh Dekho” Season 3, hosted by Pankaj Tripathi, is gaining significant attention. This season delves into evolving perceptions of masculinity, mental health, societal expectations, and the numerous stereotypes that follow.”Pankaj’s grounded yet compelling presence makes this season a beacon of meaningful change, breaking stereotypes and fostering a space for open and inclusive discussions,” said Kumaran.
BIG FM recently announced the BIG Creators Club platform, a one-of-a-kind platform that connects content creators across diverse categories and locations. This platform leverages an extensive network to link brands with top-tier influencers, offering discovery and collaboration opportunities for both emerging and established talents.”The BIG Creators Club empowers creators and brands to collaborate in impactful ways and drive lasting results,” said Kumaran.
The launch of BIG Dhun, the AI-powered platform, has revolutionized how BIG FM personalizes content and enhances listener experiences. By leveraging artificial intelligence, BIG Dhun tailors songs, recommends content, and creates dynamic experiences that resonate with individual preferences.
Looking ahead, AI trends such as hyper-personalization, interactive voice technology, and dynamic ad placements are poised to further redefine the radio industry. With the ability to analyze listening habits and moods, AI can deliver even more targeted content, while voice technology will enable real-time interaction between listeners and shows.
“AI-driven advancements like virtual hosts, immersive storytelling, and predictive analytics will expand radio’s reach, creating a future that is more engaging, inclusive, and innovative,” concluded Kumaran.
