Exclusive | Reducing the gap between television and Radio: Sony MIX's Neeraj Vyas

Viewers of Sony Mix and listeners of Fever 104 FM can now have the best of both worlds. RJ Anurag Pandey best known as Picture Pandey played host to listeners of Fever 104 FM and viewers of Sony MIX in a first of its kind venture, TV Ka Pehla Radio Show (TKPRS) which went on-air simultaneously on both the channels. This collaboration comes as an initiative to go beyond airing only Bollywood videos on the channel.

From the studios of Fever 104 FM, TKPRS promises a bouquet of entertainment in this three segmented show. The first segment will be a delectable tete a tete with Bollywood celebrities sharing their first hand experiences. This shall be followed by interesting viewer and listener contest and requests drawn from social media networks and the show will be an absolute treat for any music lover.

The forty five minutes show wraps up with a segment completely dedicated to music artistes composers, singers and lyricists who will share unheard of anecdotes about their compositions to enrich your musical experience.

Picture Pandey is hugely popular on radio and enriches his listeners by bringing them closer to Bollywood and its latest happenings. He eats, breathes and lives Bollywood. Socializing with film makers and other celebrities, happenings on the movie shoots or in the lives of the stars are just regular catching up for him! World through the eyes of Picture Pandey is glossy, glamorous and filled with life.

Adgully caught up with Neeraj Vyas, Executive Vice President & Business Head Sony MAX & Sony MIX to understand the new concept and format of the show.
Speaking about the new show and how the idea was conceived, he said, “This is an innovative concept and we are strong believers of the fact that innovation can drive anything. We have always come up with something new every time hence this step too is taken in that direction. I am sure that this concept will set a landmark in the music industry.”

Vyas believes that the strong reason behind music as a genre not growing well is the fact that nowadays the content on every channel is the same. Hence their strategy is to build the channel in a way that has innovative content which no channel has attempted before.

He further added “It will be a great delight for all the music enthusiasts giving a different musical experience. We are happy to have Fever 104 FM and Anurag Pandey on board for this show. We will continue to bring such unique and creative shows loaded with more musical entertainment and keep up our reputation as the destination channel for music. It is for this reason that our efforts are on to get a good mix of songs and shows on our channel Sony Mix.”

In terms of synergies, he said, “More than synergies with this show we would be heading towards uniqueness and innovation. The show is a beautiful fusion of radio and television hence we would be reaching out to audiences of both the mediums and moreover combining the two mediums together is in itself a big innovation which no one would have ever thought of.”

This new show also proves the fact that the two mediums do not compete but actually complement each other. According to Vyas, why cannot two mediums meet especially if one knows the correct meeting point of both to head in the right direction?

According to Vyas there was no specific reason behind choosing Fever Fm, it was just the fact that RJ Pandey would fit best in such a show. He says, “I personally love the kind of shows RJ Pandey does. We felt that the entertainment factor and his creativity would contribute to make the show innovative. So we discussed the concept with Fever Fm and things worked out for us.”

RJ Anurag Pandey sharing his opinion on the new concept said, “It is a revolution that will break the barriers between radio and television. I have been associated with radio from the past 20 years and have touched so many lives but now with radio on television the numbers will only multiply.”

When asked about the ad-rates, Vyas informed that the focus would be on developing reach as of now and later they would work on it. Also in terms of marketing and promotions, he said, "There is a huge marketing buzz on our channel Sony Mix and also on Fever FM. Apart from this we had ads appearing in some of the movie halls. We would want to utilize the music space too for marketing."

The TG for the 13 episode show will be the 14-34 year olds in the SEC ABC. The show is being promoted on the digital medium too with various activities on Facebook and Twitter. The other promotional activities include print campaigns and cinema hall promotions across Mumbai and Delhi.

“TV Ka Pehla Radio Show” with Anurag Pandey aka Picture Pandey was launched on Sunday, 14th July @ 1 pm on Sony Mix and Fever 104 FM.