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Radio One ropes in Hrithik Roshan for new property, ‘Youth Stars’

The new programme property will soon run in all seven cities where Radio One is present in and will showcase the achievements of youth stars from various fields

BestMediaInfo Bureau | Delhi | June 24, 2015

RADIO-ONE-YOUTHSTAR-HRITHIKNext Radio (Radio One), the joint venture with BBC Worldwide that runs differentiated radio formats in seven cities, has announced a new programme property called ‘Youth Stars’ that will soon run in all seven cities – namely Mumbai, Delhi, Bangalore, Pune, Kolkata, Ahmedabad and Chennai.

Radio One has roped in actor Hrithik Roshan to tell the stories of the young who he considers today’s ‘youth stars’.

‘Youth Stars’ encourages the young and youthful at heart to live their dreams by showcasing the achievements of youth stars in India from various fields. Be it cricket, movies, business, start-ups, art, entertainment, Radio One will tell the stories of the odds that these special young people overcame to reach their goals and come out as winners.

Vineet Singh Hukmani Vineet Singh Hukmani

Vineet Singh Hukmani, MD & CEO, Next Radio (Radio One), commented, “This initiative is one of many that will help Radio One change gear to meet the needs of the future, which are hinged on expansion in the FM radio space, coupled with growing opportunities in the digital space. We have been, are and will be the pioneers in the differentiated tribal audience engagement space and this is the core of our strategy that helps us create and maintain a high margin business as we move forward.”

Shyju Varkey Shyju Varkey

Shyju Varkey, Chief Marketing Officer, Radio One, added here, “The stories of the youth stars in every city will be told in a rich and emotional fashion on the station in seven cities throughout the day parts and the content will be mirrored with text, audio and video content on a special Facebook page created for this, which has got huge response with over 40,000 youth star fans liking the page even before the property kicks off. We are confident in creating a case study on ‘on air and digital engagement’ with this property as unlike other stations we target a unique tribe of listeners. We will also propel this with an on-ground ‘Youth Star Awards’ in each of our seven cities as part of this initiative.”

“The initiative is being promoted on YouTube with a new song, #YouthStar, created and performed by the Radio One in-house band, which includes Radio One MD Vineet Singh Hukmani. (Click here to view the song) The song visually highlights how the youth stars of today don’t hold back and go for their goals without fear,” explained Anil Machado, Chief Programming Officer, Radio One.

He further said, “We are delighted to have Hrithik Roshan as he is someone who has endlessly inspired the youth to go beyond the ordinary and excel in one’s endeavours. His excellent voice acting and ability to add emotion to the stories will add a unique dimension to this unique radio initiative.”

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