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BANGALORE:
Fever 104 FM Bangalore has changed its programme format to
Kannada and Hindi.
The
inclusion of Kannada talk and music has been a strategic decision
for Fever 104 FM. The intent of the station is to cater to
listeners in Bangalore.
An
official release claims that both syndicated and customized
researches have indicated a strong preference for Kannada
music and talk, and that Fever 104 FM has evolved accordingly.
The station now has strong skew of Kannada music and talk
and a sprinkling of Hindi music and English talk.
Big
FM started off as a Kannada and Hindi station when it was
launched out of Bangalore a couple of years ago. Radio Mirchi
soon followed suit. However, it transformed itself into a
complete Kannada station, including the jock talk. Radio City
followed suit a couple of months ago, with a Kannada focus.
In that Fever is only following its larger predecessors.
At
present, Radio One is the only station that has positioned
itself as a Hindi radio station, but it too occasionally plays
popular Kannada music and international music during the late
evening.
Radio
Indigo has positioned itself as a international music station.
The government's Rainbow has programs that play Kannada, Hindi
as well as international music, with the skew being more towards
the local lingo.
Says
Fever Bangalore station head Anjali Paul, "On our station,
listeners can look forward to the best of Kannada and Hindi
music packaged in Fever 104's unique and innovative style
with lots of fun and interactivity. We will also be rolling
out some compelling listener-oriented programs soon."
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