Award-winning show hosted by Neelesh Misra introduces elements like audio postcard and hunt for writing talent
BestMediaInfo Bureau | Delhi | September 16, 2013
92.7 Big FM has kicked off of the 3rd season of ‘Yaadon Ka Idiot Box with Neelesh Misra’, where the storyteller narrates tales from Yaad Sheher, a fascinating, imaginary city which has struck a chord with audiences. The show stands as the best possible reference for radio as the ‘theatre of the mind’. It is back with an all-new range of themes and stories, and airs each weekday across the 37 cities where Big FM operates. The show, which went on air last week, airs at different time slots across stations, based on audience requirements.
This season will have an ‘Audio postcard’ where listeners can call in and send an audio message to their loved ones. This first-time feature on radio has already met with great response from listeners. Apart from several new programming initiatives, the show has also diversified with a completely new range of themes.
Encompassing genres as diverse as love, relationships, suspense, humour, detective tales and even time travel, Yaadon Ka Idiot Box focuses on the unique aspects of a human relationship and thus creates strong listener connect. The show has a huge following on-air with 10 million listeners a month. Show host Neelesh Misra engages the audience with heart-touching stories about people and their lives, all in the setting of beautiful Yaad Sheher.
Innovative marketing that places a lot of emphasis on establishing listener connect will back the show. These include initiatives such as ‘hunt for writing talent’ wherein the band of writers who write under Neelesh Misra or ‘Mandli’ as they are now known as, will tour across India to scout for writing talent with each radio station will choose two winners.
Since the show is immensely popular on digital platforms, with 2.5 million views on YouTube and 5.5 million page views in just three months for the stories uploaded on Facebook, Big FM has signed up with OnMobile to market the property.
Neelesh Misra is an award-winning former journalist and lyricist who has worked on several huge Bollywood hits. He has authored four books and is a scriptwriter who has successfully executed ‘Yadoon Ka Idiot Box with Neelesh Misra’ with his unique style of storytelling. ‘Ek Tha Tiger’, his first film as a scriptwriter, was the biggest hit of 2012.
“Our radio storytelling show and the personal connect it has had with listeners around the world has truly been life changing for me. It has become the centrepiece of my creative work. It is very humbling that our stories are heard across the most diverse TG possible – from children to grandparents, CEOs to taxi drivers, residents of Kashmir to Hyderabad to Guwahati, and 97 countries on Facebook and YouTube. We have done a lot of value addition in Season 3 and hope listeners like it,” Misra said.
Ashwin Padmanabhan, Business Head, Big FM said, “Yadoon Ka Idiot Box with Neelesh Misra is our attempt to bring an unforgettable radio experience to our listeners. The response we’ve received during the last two seasons has been incredible and we are back with the show on listener demand. This season, with all fresh elements is going to be a complete radio treat.”