Radio One to launch reality show 'Wow Man' with Nimrat Kaur

The reality show is about 100,000 men in seven metro cities competing for various rounds on-air and online in the categories of Wow Voice, Wow Fitness, Wow Dressing, Wow Talent and Wow Personality

BestMediaInfo Bureau | Delhi | May 26, 2016

Nimrat Kaur

94.3 Radio One, the upscale radio network owned by Next Radio, a subsidiary of Next Mediaworks, is soon launching a first of its kind 'radio reality show' with actress Nimrat Kaur.

The reality show is about 100,000 men in seven metro cities competing for various rounds on-air and online in the categories of Wow Voice, Wow Fitness, Wow Dressing, Wow Talent and Wow Personality. The winner gets a cash prize and a title of The Radio One 'Wow Man'.

The biggest attraction is that this winner gets to meet Nimrat Kaur face to face and be crowned by her. He also gets to offer her a metaphoric proposal by asking her #NimratBeMine.

“Our product on-air and online is all about unrivaled engagement and we have decided to take this to the next level with the Radio One Wow Man reality show. We are excited to have the very wow Nimrat Kaur finally selecting the winner as she perfectly represents the kind of single, independent woman that our upscale educated male audience is drawn to. The show works at two seamless levels. While male listeners compete for the title in various rounds, female listeners get to judge the rounds too and, in a sense, 'helping' Nimrat in finding the 'perfect wow' man. Which means it will be highly entertaining and engaging for both men and women.”

“Nimrat's involvement in this first radio reality hunt for the Wow Man will add the needed magic,” said Anil Machado, Chief Content & Talent Acquisition Officer at Radio One.

Saurabh Sehgal

“We are excited to have Baba Elaichi as our presenting sponsor and Hyundai and PN Rao as associate sponsors on this new radio product. We are offering advertisers high recall and high engagement properties that help them engage their audience superlatively. The initial response on the 'Radio One Wow Facebook page' has been extremely encouraging and we hope to break new ground with this spectacular new reality offering on air and online,” said Saurabh Sehgal, COO Operations, Radio One.

Vineet Singh Hukmani

Vineet Singh Hukmani, MD & CEO, Next Radio, commented, “We are the 'audience engagement leader' in the upscale radio space in India and with new innovative initiatives like Radio One Wow, we hope to grow our business in double-digits just as we did in the last financial year where we grew our topline 16 per cent in a radio market that grew at just 8 per cent. It is because of our strategic focus on 'super engagement' that Radio One is now the most liked station at the city level on Facebook, ahead of the nearest competitor by miles. Our innovations and business from exclusive and new clients is over 40 per cent of our total revenue, the highest in the radio industry. Our strategy to focus on engaging upscale educated tribes in every city continues to pay us rich dividends.”

Radio One operates premium radio formats in Mumbai Delhi, Bangalore, Pune, Ahmedabad, Kolkata and Chennai.

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