BIG Outlook 2022
By Abe Thomas – CEO, Reliance Broadcast Network Limited
Since the onset of the pandemic, most sectors have faced unprecedented challenges, learning through their mistakes and sailing through the storm. Radio industry too had its own set of challenges but the learning thereof has been most valuable. The sector has started bouncing back on the back of some ground-breaking innovations driven by the changing consumption habits of the listener. Embarking on the journey of digital transformation is one such step and has helped the industry expand its wings and strategically explore broader opportunities
At BIG FM, in 2021, we focused on continued business excellence and raising the bar on innovation. We leveraged our strengths as an audio player to expand the content asset universe by venturing into newer digital platforms and audio solutions. Big also ventured into the social commerce space combining our huge trust and credibility and social influence to drive commerce for partner brands. Brands with a larger purpose used this platform to expand their footprint.
Radio which began as a passive medium has moved into an active and interactive medium thanks to the growth of social media. The next stage of evolution for radio is to become an immersive and experiential medium.
BIG FM’s five focus areas for year 2022 are:
BIG Social leverages the trust and credibility of our radio jockeys for brand advocacy
With a focus on offering listeners a more immersive form of entertainment and effectively engaging with them, we are also looking at venturing into the space of gamification using newer formats and technology. This will include contests and quizzes around our marquee shows with rewards in the forms of leader-boards, awards, gratifications, et all.
Last year, we introduced BIG Living, a social commerce platform that offers a hand-picked selection of products and services that is designed for consumers who care for themselves and the environment and want to live a sustainable life.
Engagement through BIG Live
We continue to engage with our listeners through Big Live which focusses on driving connections using both online and offline spaces. For the last two years, we have been conducting digital events through BIG Cafe Online, enabling listeners to enjoy a concert from the comforts of their homes. While we continue to do so, the next year also would be about re-starting on-grounds events and looking at some combined on-ground and digital properties.
Enabling BIG Voice
Keeping the listeners at the core of our strategies, BIG Voice will focus on catering to the demands of the changing needs and lifestyle of the audience. We intend to explore the entire Audio gamut of Podcasts, Smart Speakers, Audio Rooms etc. Taking our offering a notch higher, we plan to experiment with new-age services for our listeners and advertisers through BIG Podcast, BIG Smart Audio and Boombox. Today, the market is full of potential for such solutions and BIG FM is curating dedicated properties, producing podcasts, content for smart speakers, etc. to support this digital adoption, further establishing ourselves as an audio entertainment powerhouse.
Enhancing BIG Radio
BIG FM, with its brand philosophy of ‘Dhun Badal Ke Toh Dekho’, has carved a niche for itself by being the pioneers of creating purpose-driven initiatives and thought-provoking campaigns. Catering to the listener’s rising demand for content, BIG Radio aims to keep them engaged and entertained through traditional and digital radio. While traditional radio continues to thrive with engaging content, we also focus on providing content through our web radio platform BRO – BIG Radio Online, which curates content for younger and on-the-go audience.
Staying abreast of global digital advances
Having made its presence felt by moving into podcasts, radio is set to embark on its next growth chapter by foraying into the Metaverse. We shall see a ‘Metaverse Radio World’ or a ‘Radioverse’, where one will be the singer, the composer and the music itself! The time is not far when Radio players would be talking about creating and trading NFTs and providing utilities for the users in physical world as well as the Metaverse.
Through content & connections, we will continue to thrive by providing an immersive experience and also drive a deeper level of engagement with various stakeholders. We see these points dominating the innovations and leading the trend for this year. These integrations will further help BIG into becoming a one-stop audio entertainment destination. With a new brand proposition, BIG FM is all set to soar higher, delivering fine quality content and providing a holistic audio experience!
Radio which began as a passive medium has moved into an active and interactive medium thanks to the growth of social media. The next stage of evolution for radio is to become an immersive and experiential medium. Big FM has already started its journey and 2022 will be the year to transform from a FM broadcast company to being a Content and Connections entity.
