boka night_program proposal

7/29/2019 Boka Night_Program Proposal

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Program Proposal

For

Boka Night (1st season)2012-13

House # 97/2, Chairman Goli,Cell no: 01716175602Shankar, West Dhanmondi, Dhaka

E-mail: [email protected]


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Designed and Developed by

Muhammad Abdullah-Al-Mamun

BBA (Major in Marketing), 8th Batch,

University of Rajshahi.

MBA (Major in Marketing), 21st Batch,

University of Dhaka.




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Table of contents

Serial no. Particulars Page no

1. Executive

Summery

2. General

Information3. Technical

Information

4. Market

Information

5. Sponsorship

Information

6. Afterword




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Executive summary

This program proposal is designed for the weekend FM radio show Boka Night.Substantial opportunities exist to tap into the market of radio entertainment. Theadvantage of these opportunities will influence the behaviour of the target market insuch a way that will unveil a new horizon of entertainment and will bring somepositive change to our socio-economic life.

The market profile is refined by mining data from several articles on internet andnewspapers and also from listeners feedback channel (FM Radio fan page) to knowthe actual market situation, attitudes and behaviours towards the music and benefits

delivered by them. The results were combined with demographic, geographic andpsychographic information. But the major area that deserved highest concentration isdemographic.

This Proposal has been strived for finding out the target markets psychographicneeds and trying to bridge them with the conceptual flavour offered by Boka Night.




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General information

Title of the program:

Boka Night

Program synopsis:

In accordance with the proposal, this will be a talk-show with sequential musicalplayback in which people with distinct run of society are going to have the floor toshare their meanings (Story, Lyric, Song and Poem) under a similar hood (Boka).The show will deal with the outcome of their crude socio-material life through certaintimelines (Cosmic irony) when they feel themselves reluctant to measure facts

conventionally. The show will showcase their realization, dreams in a differentlanguage whereas it also will eventually lead them to positive transition and changesfrom several dire social issues (Problems).

Program flavour:

The program will be anchored by two imaginary characters (Boka and Shoka) whowill ensure the flavour of the central program. The program will be just like animaginary threshold from where the realization behind the audiences stories will beportrayed. The contents and language of each story will remain familiar to generalpeople whereas the presentation style, the rhythm will act distant from their prosaic

way to think. The two-fold goal of the program will lay behind the story sharing alongwith the image development of Boka world (an ideological dream world).

Additional information (for full treatment):

Content of show (items, features and articles):a) Story telling;b) Discussion with guest audience;c) Music track performed by neophyte Boka artists;d) SMS reading;

Examples of Vox Pops (People response) to be used:a) Via phone-call;b) Via SMS/Text messaging;c) Via E-mail;d) Online community via social networks( i.e. Facebook, Google+)

Styles of music to be used:Songs that comply with the Boka theme, the thematic pattern of which will beintroduced in the beginning episodes of the program and will be made much clearerlater on as the show progresses.




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Proposed time slot:At weekend (11.00PM-12.00AM). It would be a time when people would have somespace for themselves to meet their inner selves.

Technical information

Boka Night (Pilot timeline):

Production method:

Boka Night will be produced with the optimum mix of two methods-

I) The story part will be recorded earlier of the live session;II) The rest part will be broadcasted in live session.

Extensive action plan:The program has been designed with some extensive event plans that will take placeon the seasonal break of Boka Night. After seven months regular program hosting Ihave following interactive program plan tailored to my target listeners:

Interactive occasional get together for the listeners; Two Telefilms that will be released under the selected Sponsors

banner( Developed from the best two stories shared through the program); A brand new music album that will be released under the selected Sponsors

banner (Collected from the best 10 track performed in the 1st season episodesof Boka Night).



Segment name/type Segment time Total time

Title song 5 minutes 5 minutes

Intro 4 minutes 9 minutes

The story 1st phase 10 minutes 19 minutes

1st pause (Cinematicbreak)

5 minutes 24 minutes

Commercial break 5 minutes 29 minutes

SMS Reading 3 minutes 32 minutes

The story 2nd phase 10 minutes 42 minutes

2nd pause (Cinematicbreak)

5 minutes 47 minutes

Commercial break 5 minutes 52 minutes

SMS Reading 4 minutes 56 minutes

Discussion (Conjecture) 5 minutes 60 minutes


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I hope these action plans can result better brand salience both for the program andthe selected sponsor whereas it also will incept a better reflexive phenomena in thesocio-cultural life of countrys mass people.

Market Information

Target audience profile:

The Boka Night target market is defined using interesting factors and variables suchas profession, age, social class, lifestyle and occasion rather than demographicinformation alone. Although the customer description generally falls within thedemographic that have been identified, this approach will provide an increasedunderstanding of what motivates the listeners and can be used to focus targetmarketing and positioning efforts more precisely.

Radio is the source of entertainment for every individual of any age group whether itis children, youngsters, housewives or aged people. Radio satisfies different needsof the people such as entertainment (which is the most important one). Careerguideline, Storytelling, Music and movies update, Relationship problems, Newsupdate, Share market update etc. are some sort of popular kernels around which theprogram spectrum revolves indeed.

In this diffused area of specification I have choose a very uncommon flavour which isvery close to mass peoples emotion but absent in the current program segments.And that is a special time when a person seeks for redemption from his thoughtswithout innovative reflexion and from his regular premeditated life tamed by out and

out materialistic life schedule. Thats why based on our demographic radiocoverage area, I have designed a Target Market Pyramid (Listening priority based)to which all our media and promotional campaigns are aimed directly.




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Marketing Mix decisions:

As a Product, Boka Night is manufactured with deep concern for two most importantvariables- Congruence (with the mass peoples emotion and feelings) and Quality(the aesthetic value and uniqueness of the program). Thats why it is tailored witheasy going music, stories that can reach to mass peoples heart. Its intentional

pause between dialogues is for providing some space for the listeners to adapt theappeal and to interconnect it with his personal life. At the same time its story script,rhythm will act distant from the conventional programs to ensure its supreme quality.

Price and Place are the factors which have no impacts on the radio listeners sincethey dont have to pay for listening radio and it is available almost everywhere. Wecan say its in the pocket of every person in the form of mobile sets (Cheap orLuxury).

Boka Night will grab its initial attention from the listeners through buying somespaces with cover stories on the feature pages on two most circulated newspaper-

Shopno Niye (The Daily Prothom Alo) and Rising Star (The Daily Star). Later it willPromote its value (Boka Flavour) through operating Vox Pops Optimization Tools(Mentioned earlier in the Additional Information section). In addition it will alsoconduct some integrative and interactive Seasonal Break Operation (Mentionedearlier in the Extensive Plan section) to keep the market sustainable.

Competitive analysis:

A close observation on the current market situation has found that Boka Nights highend competitors will be Love Guru (Radio Aamar), Valobashar Kona (Radio Today)and Caf Live (Radio ABC). These three programs are considered as Boka Nights




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high end competitor on the basis of the proposed time slot and program genre. LoveGuru has positioned its value through delivering solutions to various sorts ofrelationship problems originated from peoples daily life. Valobashar Kona hasowned peoples heart through conducting interactive gossip between the familiarsinger Kona and her enormous fans. Lastly Caf Live has proposed its value throughaccompanying friendly jokes, gossip and music on weekend hours.

In contrast to these programs Boka Night have some specific competitive strengththat they dont have in their pocket. These can be highlighted as follows:

Most interactive: Boka Night is committed to ensure its interactivity throughactive telling and selling with audiences by any means- Its all about listeners

stories, lyrics and facts. Any suggestion or addition to program structure fromaudiences perspective will highly be appreciated and granted as well if itconforms to the programs central flavour. Even the audiences will get thechance to enjoy hosting several episodes under the program hosts lightsupervision.

Most integrative: Boka Night likes to state itself as the most integrativeprogram around the countrys media industry as it has been scheduled tooperate its extensive action plans throughout different media- Radio, TV andprint media.

Strong ideological background and artistic value: Unlike other programsBoka Night has a certain ideological background that stands itself away with amuch differentiated program identity.

Sustainability (Program longevity): As long as the audiences keep theresponse tunnel flowing through sharing their stories, lyrics, poems (BokaMon er Shoka Kotha) the program will be continued. And I can hopefully statethat this is going to be a long-acting show. Because everyone has such kindof story. As we know, todays Dog eat dog reality doesnt give the green lightto humans desire and to the right all the time. As a result the story of Bokamievolves. Its a never ending process indeed.




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Sponsorship Information

Cost per episodeParticulars Costs(BDT)

Program Hosts fee (2 RJs) 8,000

Production costs 5,000

Producers incentive 15,000

Total cost 28,000

The total program budget will be covered through sponsor in exchange for the added

value of this program in sponsors brand. And it will help to publicize the brand todifferent classes of society.

The sponsorship contract will be based on 2 time facets; signing contract valid for 3months and contract renewal for next 4 months. As the program will be broadcastedin once a week, there will be 4 episodes in a month & 28 episodes (47) in a season.

Sponsorship procedure:I) Signing amount: 28,000 12 = 336,000 BDT (12 episodes for 3 months)II) Sponsorship renewal amount: 28,000 16 = 448,000 BDT (16 episodes for

4 months)House # 97/2, Chairman Goli,Cell no: 01716175602Shankar, West Dhanmondi, Dhaka



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III) Total sponsorship cost: Signing amount for 3 months + renewed contractamount for 4 months. In total: 336,000 BDT + 448,000 BDT = 784,000BDT

Exclusion: Telecasting fee (FM Radio cost) has been left for both the selected FM

Radio Company and Sponsorship Companys concern. It has been kept distant fromProducers concern intentionally so that the deal remains transparent enough. Theproducer at best can suggest in choosing the radio station.

How Boka Night can benefit Sponsor:

Entertain/Network with new clients and community:Since this is going tobe a weekend entertainment show and a major segment of the targetaudience is not quite the definition of what you would call rational people, itwill definitely attract the attention of these customers towards the solutionsSponsor has to offer for their needs.

Promote your value added services to target customers: The socialmedia/networking efforts that encouraged us to bring this idea to life in thefirst place will also continue to appeal to the second major group of targetaudience i.e. job-holders to stay in touch using various devices like Android,BlackBerry and smartphones using services offered by Sponsor.

Increase your brand exposure with a differentiated market personality:We believe this program will shower our culture with a rain of creative ideasinnovated by the participants and this type of uncommon approaches havealways been welcomed by Sponsor. The profound effects of this program aswell as the additional activities we have planned will widen the horizon of ourculture while bearing the brand of Sponsor and remind everyone how theyhave stayed with this movement from the beginning and continued throughoutthe journey.




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Afterword

From the bits and pieces touched in the above nutshell it is to be hoped that, BokaNight will be at least one of the most interactive and long lasting show within theRadio Entertainment Arena. As it is mentioned before there are some aspects thatmake the concept of the programme a new one and hopefully it will be a successfulone also. We consider your kind co-operation as one of the main factors behind thishopefully successful journey. It will be a matter of great honour for us to appreciate

your name as a co-craftsman with us.



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