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MUMBAI: Former Reliance Broadcast Network (RBNL) business
head- central India cluster Madhukar Pandey is launching his
own venture.
 Pandey
is introducing an internet radio website, which is expected
to go live by mid-July.
Titled Radiowhiskey.in, the tagline of the website says “Nasha
music ka”. The internet radio channel will predominantly
be playing Indian music along with other popular music 24X7.
The core target of the website is youth, from school going
students to 36-year-olds.
Pandey said, “Internet radio is pretty known phenomena
in West, but somewhat not very popular in India. The entire
positioning of the channel is towards Indian music and not
just Indian audiences. It will have a global feed. Internet
radio is a very popular phenomenon in the US and hence we
are also basing our server there. It will have the popular
music around the world, though our main focus will be Indian
music. RJ talks will be in Hindi and English.”
Pandey said the company has applied for licenses and is acquiring
labels. “We have got electronic confirmation for the
licenses but will announce the names once we have license
in hand. The background team is building the inventory further.”.
The
company will be promoting the website on digital medium aggressively
(Facebook, Twitter, Orkut, E-mail, SMS).
“We are telling the advertisers that whatever they pay
FM channels for one city, we will be charging even lesser
than that and entire globe will listen to you. Also, because
our target is youth, who is not very interested in seeing
or listening to ads, we will have not more than 3 minutes
ads in an hour and that will be split into 6 slots of 30 seconds
each. This will help the advertiser getting sure shot listener,”
Pandey added.
Pandey has over 14 years of experience in life insurance and
information technology. Prior to joining RBNL, he was with
MetLife Insurance as GM regional head. He had also worked
with NIIT, CMC, and Informatics in various capacities.
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