Sunday, October 01, 2006

Digital Broadcasters | India FM Radio | FM94.3 Hits Delhi

Digital Broadcasters Vendor News has been notified that Radio One FM 94.3 owned by publicly-listed, Mid-Day Multimedia (BSE:532416) hit the airwaves on September 23 in New Delhi. Labelling itself, as a young, fun and local, the FM station offers ‘No 1 Hits’ Hindi film music as the staple program genre.

With all the right industry jargon, Rajesh Tahil, CEO, Radio One said “ Our value proposition is: ‘No. 1 Hits’ and nothing else but the hits.”

Radio One says that it researched over 3,000 songs to arrive at the playlist that it believes would work well with the Delhi audience. The Radio One research also suggests that Delhi is getting younger both demographically and in attitude. Accordingly, the station is young, vibrant and full of energy in its radio jockeys and its packaging.

In support of the ‘Hit pe Hit’ wall-to-wall Hindi film music playlist, Radio One is using BBC produced segments that cover the world of Indian entertainment, business and sports. “It’s a great advantage to have programming from the BBC. It gives us access to information and programming resources that offers us definite competitive benefit,” Tahil was quoted as saying in the Indian media.

Radio One FM 94.3 kicked off most recently in Bangalore from August 1 and the first FM radio station to offer a mix of Kannada and Hindi music, with the entire programming package celebrating the spirit of young Bangalore with Kannada roots. The branding move has gone down well with local radio audiences.

What we at Digital Broadcasters Vendor News find curious is the lack of mention to the fact that Radio One is a "Mid-Day Multimedia" (BSE: 532416) and "BBC Worldwide" business venture. The j-v company has licenses to operate and is rolling out seven FM stations across India – Mumbai, Delhi, Chennai, Bangalore, Kolkata, Ahmedabad and Pune.

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