Radio City launches 'loyalty programme'

Titled 'City First', the loyalty programme is aimed at increasing interactivity between the broadcaster and consumers by engaging, gratifying and celebrating loyal listeners

BestMediaInfo Bureau | Delhi | October 9, 2014

Radio City 91.1 FM, in a bid to further enhance the ideology of its 'City First Aap First' campaign, has launched a loyalty programme for its consumers. Titled 'City First', the initiative aims to reach out to a million listeners who connect with the brand on a daily basis. The radio station will engage, gratify and celebrate its loyal listeners.

The registration for 'City First' opened from October 6 for anyone who participates in a contest or sends an SMS to Radio City or gives a missed call, or interacts through IVRS or on- ground. The journey begins with the first interaction, through any of these mediums, with Radio City which acts as a gateway to the 'City First' loyalty programme. Subsequently, every time a listener sends an SMS to Radio City, points get added to his mobile number, making him eligible for the various forms of gratification. The mobile number acts as the interface and the points can be redeemed at Radio City offices.

Apurva Purohit

Apurva Purohit, CEO, Radio City 91.1 FM, said, “Radio City has always attributed its success to its listeners. They are the driving force for us. To celebrate their continued loyalty, we launched our 'City First Aap First' initiative and have now introduced a new dimension, bringing into play the loyalty programme with 'City First'. While the idea is to gratify listeners who engage with the brand on a daily basis with great offers and gifts, and make every SMS they send count, the larger objective is to talk to the listeners and interact with them. I believe the loyalty programme will mark the beginning of a new era of interactivity between broadcaster and consumers.”

The gratification, in term of points, is based on the level of participation. For instance, if a listener has sent three SMSs to which the cost incurred was Rs 9, the gratification will be 12 points. Similarly, if the cost incurred was Rs 60 or 120, the gratification will be 75 and 150 points, respectively. Listeners can send up to 40 SMSs per month and points can be redeemed within a three-month window. The points enable consumers to win rewards like talk-time, tête-à-tête with favorite RJs and celebrities, merchandise, movie and concert tickets, shopping vouchers and a chance to be a part of the exclusive 'Radio City Blue Carpet' screenings.

A dedicated call centre has been set up to address queries and redressals. From on air to on ground and digital, every activity that the listeners participate in will make them eligible for the loyalty programme.

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