92.7 BIG FM, India’s No 1 Radio Network, announces the kick off of the 3rd season of ‘Yaadon Ka Idiot Box with Neelesh Misra’, where the storyteller fervently narrates tales from Yaad Sheher, a fascinating, imaginary city which has struck a chord with audiences across the country. The show which cut the myth about talk radio and stands as the best possible reference for radio as the ‘theatre of the mind’ is back with an all new range of themes and stories, each weekday across the 37 cities of India. The show, which went on air last week, airs at different time slots across Stations, mapping out audience requirements.
Setting a path breaking record of reaching 35 million listeners each day across 37 Indian cities (in the last season), the show is back with several new elements for its listeners, promising to be an even more engaging experience. Being introduced in this season is the‘Audio postcard’ where listeners can call in and send an audio-message to their loved ones from one part of the country to any other. This first time feature on radio and 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 in its myriad mesmerizing stories.
Encompassing genres as diverse as love, relationships, suspense, humour, detective tales and even time travel, Yaadon Ka Idiot Box concentrates 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. Talented host Neelesh Misra engages the audience with heart touching stories about people and their lives, all in the setting of beautiful Yaad Sheher™.
The biggest selling point of the show is the way Misra beautifully weaves a brilliant fantasy world into every story to keep listeners glued onto their radio devices. It triggers their imagination much past the monotony of the physical world around into something magical and enchanting. Popular songs make the journey all the more thrilling. In a country like India, which has a great story telling heritage, radio is the perfect medium that can be used as a platform to keep this tradition alive.
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 where each radio station will choose 2 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, 92.7 BIG FM has signed up with OnMobile - one of the largest white-labelled Data and Value Added Services [VAS] companies for Mobile, Landline and Media Service Providers - 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 scriptwriter was the biggest hit of the year 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!” Neelesh Misra expressed.
Commenting on this unique show, Ashwin Padmanabhan, Business Head, 92.7 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.”
Considered the best innovation on Indian FM in recent times, Yaadon Ka Idiot Box is a unique amalgamation of storytelling and music, which aims to reignite the joy of storytelling in the current generation. The show has won multiple accolades including the Indian Radio Forum 2012 award for best Hindi show broadcast after 11:00am and Radio Mikes 2011’s most unique programming idea.