MAM

Mid-Day Radio Go 92.5 relaunches as Radio One 92.5

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/05/19/Mid%20Day_0.jpeg?itok=teQDpwpl

MUMBAI: Radio Mid-Day Go 92.5 FM has undergone a change in its brand identity as well as positioning of the FM channel. From a niche player, Go 92.5 FM is set to create a mark as a mass player. Towards that end the station has undergone a name change to Radio One.

Radio One is a Mid-Day Multimedia and BBC Worldwide venture.

Earlier this year, BBC Worldwide Holdings B.V. entered into a deal with Mid-Day Multimedia Ltd to invest Rs 318.5 million for a 20 per cent stake in Radio Mid Day West (India) Pvt Ltd.The venture has bagged licenses to operate FM stations in Delhi, Chennai, Bangalore, Kolkata, Ahmedabad and Pune. While the Mumbai station is operational, other metros like Bangalore, Chennai and Delhi will go on air in the next few months.

Interestingly, one of the radio brands from the BBC Worldwide stable is called BBC Radio 1. BBC Radio Service also runs BBC Radio 2, BBC Radio 3, BBC Radio 4 and BBC Radio Five Live in the UK. 

BBC Radio 1 specialises in popular music and targets the 16-24 age bracket. It was launched in September 1967.

"With Radio Mid-Day becoming a national player in seven major metros around the country, it was only natural that we would evolve what we were doing in Mumbai into what is going to be a robust national play," says Radio Midday CEO Rajesh Tahil.

"As a single city player, being niche made sense, but a national presence gives us the opportunity to go back to the drawing board and look at opportunities to shed our niche image and broaden our markets, both in terms of audience and revenue," Tahil adds.

Commenting on the opportunities that the Phase II licensing allows for the growth of private FM in India Tahil adds, "For both Mid-Day Multimedia and the BBC, being a significant national radio player is of great strategic significance."

Radio Mid-Day and operating head of the Mumbai station Radio One Shariq Patel said, "We have tested the new format and have seen a healthy improvement in numbers from our own internal tracking. With FM becoming a truly mass medium, we're on our way to building a mass brand."

The company has also brought about a change in its programming strategy. According to a statement issued today, the change in programming for the Mumbai station will be the first big change in the play-out of the national brand through which Radio Mid-Day aims to become the number one station in the cities it transmits.

"The new radio station will still have the flavour of Go and the essence of what the brand stood for, which is fun, energy and exuberance reflecting the city of Mumbai. This will all remain though the language and the context changes a little," says Radio Mid-Day VP programming and brand Vishnu Athreya. "For us, music and Bollywood are an integral part of the programming mix. Hindi music itself has come a long way and the attitude that Abhishek Bachchan reflects in a new Bollywood film or the fact that Himesh Reshammiya queues up playlists at a club shows us the new age of a changing audience."

The company is also optimistic about the new format giving a boost to revenues. "As the market share (audience) of the radio station increases, we are certain the share of revenue will increase as well. Already we have seen interests from a wider list of advertisers that may not have considered us a necessity earlier," Radio Mid-Day VP advertising sales Avinash Pillai, who has recently joined, concludes.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/motilal.jpg?itok=2kfqhaRn
Lintas's Motilal Oswal campaign shows who's an expert

Leading finance company Motilal Oswal Financial Services has been playing an instrumental role in being the finance partner of choice among its consumers. Over a period of three decades, it has provided products and advice to help create wealth through equity investing. To celebrate its focus on...

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Rohit_Ohri-Vikas_Parihar.jpg?itok=snOt-9tM
Vikas Parihar joins FCB India as president - digital integration

MUMBAI: In a significant development to up FCB India’s digital game, the group appointed Vikas Parihar as President – Digital Integration. In his role, Vikas will be driving digital transformation & business, partnering individual CEOs, implementing global digital practices and providing...

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Majestic_1.jpg?itok=EGduWNO0
Majestic ties up with ScoreData to streamline analytics

BSE-SME-listed Majestic Research Services and Solutions Ltd (MRSS) has formed an alliance with California-based global data analytics firm - ScoreData to streamline sophisticated analytics in customer engagement.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/adidas_0.jpg?itok=D0l7cYE9
Adidas's TVC shows less popular sports

Adidas has launched its latest initiative-FanTheFire to focus attention on athletes who pursue lesser followed sports.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/28/Gautham_Pingali-Urvashi_Khanna.jpg?itok=x64oaxH3
Publicis strengthens content practice with key hire Urvashi Khanna

MUMBAI: Publicis Media India has strengthened its Content Practice with a key hire in the form of Urvashi Khanna. She has joined as Associate Director, Content & Brand Solutions and will report in to the Content Practice Lead Gautham Pingali.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/sanjiv.jpg?itok=rlBR5IMv
Marquees 2017: Ad club appoints HUL's Sanjiv Mehta as jury chair

Hindustan Unilever Limited CEO and MD Sanjiv Mehta will be chairing the jury for the Marquees awards in its debut year. The Advertising Club had announced the differentiated ‘Marquees 2017’ at Goafest in April.

MAM Media and Advertising People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/Monty%20Singh.jpg?itok=ULoJAvJ9
Gartner ranks Genpact as 'visionary' for workplace services

NEW DELHI: Global professional services firm focused on delivering digital transformation for clients Genpact has been named by Gartner as a Visionary in its January 2017 Magic Quadrant for Managed Workplace Services (MWS), North America report. Gartner also recognized Genpact across three use MWS...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/brokerage.jpg?itok=pakZvrX4
Anuj Puri rebrands JLL's residential brokerage biz

MUMBAI: Anuj Puri, former chairman & country head of international property consultancy JLL India, has announced the launch of Anarock Property Consultants, essentially rebranding JLL's erstwhile residential brokerage business which he acquired earlier this year. Simultaneously, Puri announced...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/06/27/inside%20%284%29.jpg?itok=QpDkWfv2
Top 10 television advertisers during first 24 weeks of 2017

BENGALURU: Hindustan Unilever Limited (HUL), Reckitt Benckiser (India) Ltd (RBIL) and Baba Ramdev’sPatanjaliAyurved Ltd (Patanjali) were the three top advertisers that have been present in all the 24 weekly lists of Broadcast Audience Research Council of India (BARC). All the three players are...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories