| MUMBAI:
Radio One 94.3 FM has adopted a new programming format for its Mumbai listeners
in a bid to gain visibility among the 18-34-year-olds. Under
the new format, the station, positioned as the radio station for the 'fataafat
generation', will play a minimum of 13 songs during primetime.
Says
Radio One national marketing head Shyju Varkey, "Mumbai is a city with the
most indifferentiated radio market, with most radio stations following the same
pattern. Most radio stations play anywhere between seven to nine songs during
prime time. By playing around 13 songs, we are creating the differentiator which
will help us gain visibility in the sec AB market targeting the age groups 18-34."
To
promote the new format, Radio One has rolled out a media campaign in the form
of the ''Har Ghante Mein 13 Gaane Ka Challenge' contest. The
contest will run on various platforms including print (Mid-Day), SMS, cinema and
radio. As part of th initiative, the radio station will play 12 songs for an hour.
The listener who is able to realise and inform that 12 and not 13 were played
will be given away a prize worth Rs 50,000. "We
believe that this product proposition will create immediate freshness and growing
loyalty over a period of time," says Radio One national programming director
Vehrnon Ibrahim. | 
