MY FM launches reality show 'Paiso ka Ped'

The radio channel went out of the studio and connected with people through an on-ground contest. The winner went home with a cash prize of Rs. 5 lakh.

MY FM recently launched its first ever radio reality show 'Paiso Ka Ped' in Jaipur.

The radio station installed a money tree in the middle of a mall, inviting people to participate in a contest which needed them to hold the tree for the maximum possible time to win. The fabricated tree was made with coins and currency notes.

The two-week-long campaign got over 1,500 registrations, of which only 100 were shortlisted. The final 30 competing candidates for the top spot were chosen after a medical examination.

The activity held at World Trade Park Mall, in Jaipur, was aimed at spreading happiness in the lives of listeners.

The contest stretched for 65 hours non-stop with contestants fighting it out against each other and performing various interesting tasks.

The winner of the contest was Govind Sharma who went home with Rs. 5 lakh.

Speaking on the occasion Harrish Bhatia, CEO, MY FM, says, "This is one of the most unique initiatives that we have undertaken by bringing the concept of a reality show to radio. The central idea to this activity was to take radio out of the studio, to our listeners and make everyone feel it. This also sets a benchmark in pushing the envelope and broadening the scope for radio programming. Such activities are not just aimed at connecting with the listeners and the live audiences, but also spreading happiness in general and building our brand affiliation."

Viplove Gupte, head, national programming, MY FM, says, "The innovation was truly path-breaking as it was a departure from existing radio formats. For the first time, a reality radio show was organised on ground and there were 1,500 applicants who wanted to be a part of it. It's amazing how we found our winner, as every couple of hours we kept things interesting for the participants and the listeners. Soon, we will unveil some more such initiatives which will take the radio world by surprise, and we will be breaking in to newer formats which are listener-centric."

Govind Sharma, winner of the activity, says, "I can't express my happiness in words on winning this competition. It was a very highly competitive battle and the contestants gave it their all to win. I'm very thankful to MY FM for organising this activity."

The radio station claims that the initiative was a tremendous success in Jaipur city, with more than a lakh people witnessing it.

94.3 MY FM is the radio business of DB Corp launched in 2006. Its network is spread across 17 tier II & III cities, in seven states.