MUMBAI: Tata Indicom has taken the radio route in a bid to expand its footprints in Gujarat. The telecom operator together with Radio One Ahmedabad has rolled out Tata Indicom Live, an interactive FM radio property.

The one-hour advertiser funded programme will be aired from Monday to Sunday at 10 am and will act as a platform for customers to get information on telecom and lifestyle.
 
"We were in talks with several radio players in the city including Radio City, Red FM and Radio Mirchi and finally chose Radio One. This is because they have a brand promise of playing 13 songs every hour and thus, listeners prefer to tune into this radio station for music," says a source in the company.

The show aims at marketing entertainment and information. "This is a step which goes beyond call centers. Radio is a mass and a local medium and we can easily touch base with our consumers effectively," adds the source.
 
Tata Indicom Live aims to play songs on a new theme each day. The tie-up is part of Tata Indicom‘s Gujarat circle initiative and the telecom operator is planning to do similar tie ups with other stations in the region. "Through this initiative pertaining to Ahmedabad, we are currently on the learning phase and after three months, we would be looking at going to different places in Gujarat," adds the source.
 
When quizzed whether the telecom operator would be looking at extending such initiatives in other parts of the country, the source avers, " This is part of the Gujarat circle. There is no clarity on if other circles would be interested in doing similar activities."