Not sure what to define this as – herd mentality or in this case heard mentality would be more like it as the brands in question are two leading FM radio stations in the UAE. Catering to a large S Asian expat population. Both being very blase’ and open about their being the No 1 Bollywood Radio Station in the UAE. Two No 1’s. In the same market. That’s too much to take. I know it takes two to tango but this certainly is not something to go (Radio) gaga over I dare say.
Some time back I had written about how brands knowingly seem to be indifferent to differentiation (http://bit.ly/1BUtPIB) and the trend seems to be continuing. What are these brands trying to broadcast? That we are all the same and therefore we are ‘unique’ or our audience is unique and therefore we can offer them more of the ‘same’- am finding it very difficult to tune in to this highly disturbing frequency. We are there to be the same rather than dare to be different.The prevailing wave is all hot air and the sooner the air waves get rid of this baggage, the better. Missing the (Bolly)wood for the trees!
There is comfort in sameness. There is happiness in routine. There (seemingly) is a threat in newness. More about it in one of my past blog posts http://bit.ly/1FGtN1C
The key stakeholders in this exercise are the listeners and the advertisers/sponsors who want to reach out to these listeners in the hope they listen. But given the situation, it just may not be sweet music to any of their ears. When monotony is stereotyped, no Dolby system in the world can make an impact. The toss up now is between sound of music and sound of fury. Take your pick, if it does not prick you!
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