While the music will be from Bollywood films, spoken content will continue to be about the city of Chennai and its movers and shakers
BestMediaInfo Bureau | Delhi | July 6, 2015
Radio One, which runs differentiated formats in all its seven, has upped the ante on differentiation in Chennai by launching the Southern metroâs first 100 per cent Bollywood music station on July 6, 2015.
The Chennai station of Radio One will now operate under the philosophy of 100 per cent Bollywood, 100 per cent Chennai. While the music will be from Bollywood films, spoken content will continue to be about the city of Chennai and its movers and shakers.
Vineet Singh Hukmani, MD & CEO, Next Radio Ltd (Radio One), remarked, âWe are Indiaâs only differentiated radio network focusing on well-profiled upscale educated Indians and this is a natural extension for us in Chennai to be âaway from the herdâ. Using the powerful combination of a fully differentiated product on air and online tribal aggregation, which we have pioneered in other cities earlier, we look forward to our business margins growing with this change in Chennai. Our teams in every city enjoy being at the forefront of transformation and differentiation and as an organisation we truly #LoveTheChange. This is what prepares us better for the next phase of FM radio in India.â
Shyju Varkey, Chief Marketing Officer, Radio One, added here, âThe marketing build up to the change is being done both on air and on social media with the theme #LoveTheChange, which highlights how Chennai has evolved into a global city and its people love the changes that make the city a better place and how its movers and shakers are taking the city to a new level and we are sure listeners in Chennai will #LoveTheChange on the station.â
âChennai has changed drastically in the last five years on many positive aspects. It is a much more cosmopolitan and globally connected city now than ever before. With many IT professionals from different Indian cities now residing in Chennai, and growing affluence of âretail entrepreneursâ who love Bollywood as much as they love Tamil music, the time is ripe to give the city a Bollywood station as there is already a sea of accomplished Tamil stations,â said John Justin, Station Head, Radio One Chennai.
Anil Machado, Chief Programming Officer, Radio One, informed that the Chennai station would launch Salman Khanâs upcoming movie âBajrangi Bhaijaanâ for the city of Chennai with special screenings for its listeners and customers.
âWe are delighted with the initial response of advertisers, where our agency and client partners were pre-involved in a research to ascertain the viability of the change of format from a revenue perspective. The change to Bollywood not only has their blessings, but we have received numerous ideas from clients and agencies on how to enhance long term associations with local advertisers. We are also enthused by the response from Bangalore-based advertisers, who are also looking to advertise in Chennai since they have already tasted the success of our six-year leadership in the Bollywood format in Bangalore,â said Saurabh Sehgal, Chief Sales Officer, Radio One.