MUMBAI: Trying different techniques ranging from RJ talk, campaigns to contests, FM station are toying with different 'unique' methods to break the clutter in the market.

Joining the band wagon is Big FM Chennai, which has re-positioned itself as 'Tamilian's Pride' (Tamizhanin Perumi) with the brand-line 'Kekkalam Pesalam Life Kondadalam'. The station's content both on air and on ground will be plugged around 'Tamilan's Pride'.

Big FM Chennai station director P B Ramaswamy said,"The re-positioning was needed to break the clutter and stand differentiated in the FM market. When every station in Chennai is playing only Tamil song and speaking the same language, we required a way to stand out. Earlier we were selling a raw product, now it is branded."

Everyday the station will see a celebrity being featured on air, where his/her traits and achievements will be discussed by fellow colleagues, family, friends and fans in general. Interactivity will see a further surge with listener's opinions being given further importance and the Station basically providing itself as a platform to listen to the listener.

"The celebration is through icons who have achieved legendary status. We are looking at unique attributes of these icons and incorporating it in the on-air content. This promises content with a"wow" factor. i.e. content you have never heard anywhere before," said Ramaswamy. The Chennai FM market which is three to four years old already has seven players in place, with an eighth player by Muthoot Group joining in.

The existing players are Reliance ADAG's Big FM, Sun TV's S FM, Malar Publication's Hello FM, Entertainment Network India Limited's Radio Mirchi, Radio City, Radio One and Aaha FM.