Living Media's Red FM comes to town, finally

Living Media's RED FM, the last of the five private FM channels in Mumbai will be launched tomorrow on 93.5 MHz. 

The channel is being touted as 'bright, energetic and passionatea radio station with attitude'. For rivals, already settled into their respective grooves, who are closely monitoring what RED will offer, the station says it will cut across SEC and age barriers, although a majority of its listeners will be in the same 18 to 35 age group and fall in the SEC A and B categories.

The 24 hour channel's programming structure also does not seem to be varying from the norm set by Radio Mirchi, Go, Win and Radio City - non stop music, melody and rhythm are the three pillars on which RED bases its content. "As added incentives Red FM provides crisp entertaining updates on traffic, weather, city specific events and the latest buzz on everything current," reads the radio station's promo.

Technically, Red FM claims to be in step with the best in the business. Its song scheduling software is totally automated with the latest version of international radio software. Red FM will broadcast out of a 6 Bay antenna on a 135 mtr tower situated in the heart of Mumbai. Special reflectors have been added to optimize the signal based on the geographical contours of Mumbai and its surrounding districts. In Delhi and Kolkata, where RED will begin in next few months, the transmission facilities will be co-located on the AIR towers. 

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