Indiantelevision.com Team

(2 September 2009 9:05 pm)

MUMBAI: My FM, the Dainik Bhaskar Group's radio venture, has unveiled a new campaign, 'Kyunki Dimaag to Dimaag hai, Suno Dil Ki, 94.3 MY FM ke saath Jiyo Dil se', across its 17 stations.

Says My FM COO Harrish M.Bhatia, "Our new campaign further strengthens our brand philosophy. MY FM is well recognised with the tag line 'Jiyo Dil Se' and to further consolidate our brand philosophy, the new campaign has been developed keeping the listeners preferences and profile in mind."

Developed by Mudra Communications, the new campaign has 'Dimaag' and 'Dil' as the leading characters with 'Dil' winning over MY FM's audiences.

With this launch, not only the content and packaging of the campaign has undergone transition, but the radio station has also upped its programming and music content for various regions.

Based upon a survey conducted by My FM, programming, music and sparklers have been individually developed for each region to suit the desires and preference of the audience.

16 Always will air between 11 am and 2 pm in Bhopal, Indore, Jaipur, Chandigarh, Raipur, Nagpur and Ahmedabad. Dil Chahta Hai, a request show, will be broadcast in all the 17 stations from 2-5 pm. Naughty Raatein will be aired from 11 pm to 1 am. The show will be aired in all stations except Amritsar, Chandigarh and Jalandhar.

Additionally, My FM has also introduced new weekly segments. Jo Hukum Mere Aka is a morning drive time segment wherein RJs will do anything that the listeners call up for.

Aankh Khuli toh Dil Yeh Bola is another morning segment where RJs will speak up and discuss issues of public interest with the listeners.

Dil Ki Bhadaas is an evening de-stressing segment where the RJs will be hearing out listener calls. Loudspeaker, meanwhile, will focus on regional and close-at-hand issues and discuss solutions.