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MUMBAI:
Radio City 91.1 FM, has changed its programming in Chennai to cater
to the crème de la crème, following the recent change
of its frequency to 91.1 FM for uniformity on all its stations across
India It will now play 70 per cent content in English and
the rest in Hindi and Tamil Chennai from 9 November 2006.
Along
with this new frequency, actor Madhavan has unveiled a fresh new
Fixed Point Chart (FPC) with loads of innovative shows, more interviews
with hot stars, more contests and prizes, and definitely a lot more
English music.
Radio
City 91.1 FM has always believed in providing its listeners with
the best. Radio City 91.1 FM, Chennai, which earlier used to operate
on the frequency -105.8 FM and predominantly had Tamil content,
has undergone a revamp and will now air content, predominantly in
English, along with a right mix of Hindi and premium Tamil music.
The content is tailored to suit the day part and audience who specifically
tunes in and will follow the mood map concept, which is followed
by Radio City across all its stations.
Listeners
can now look forward to start their day with Radio City 91.1 FM,
the only station to air western classical, fusion and world music
on Morning Raga from 5 am to 7 am in the early morning band.
Additionally, there will be dedicated housewife and student time-bands
specifically scheduled in the FPC.
Targeted at the discerning music lovers cutting across premium audiences
comprising of students, housewives and working men, the innovative
and fresh Radio City 91.1 FM programming is an outcome of an in-depth
study undertaken by the station to understand the listening habits
and tastes of Chennai-ites.
The
findings confirmed that there is definitely a large audience just
waiting to listen to the Radio City kind of programming mix.
Radio City therefore has very clearly filled a huge need-gap in
Chennai, where every other FM station plays Tamil music predominantly.
Elaborating
on the strategic importance of the change, Radio City head marketing
Rana Barua said, "We are thrilled and proud to announce the
strategic changes in programming for Radio City, Chennai. Our research
helped us to understand the minds of the traditional and Tamil film
music inclined Chennai listeners. We have customised our programming
with afantastic blend of English, Hindi and Tamil programs reflecting
the true sound of cosmopolitan Chennai"
"Our
content is tailored to suit the day part and audiences who specifically
tunes in within that day-part, which will ultimately give advertisers
a great value for their money spent. Our music expertise and innovative
programs will stir listeners to indulge in their kind of music.
We would continue to play the best and make Radio City an integral
part of the lives of Chennai-ites," he added.
As part of the big activation idea, Radio City 91.1 FM has planned
a host of exciting on-air and on-ground activities at happening
malls across the city like Landmark, across multiplexes like Satyam
and several hangouts like Café Mocha.
Additionally
Radio City 91.1 FM also has entered into an exclusive tie-up across
the 28 Spencer's Dailies outlets in Chennai, which will make the
visitors 'hum' and groove to Radio City's foot-tapping music all
day long. Its interactive programming content will mesmerize and
connect with the people of 'Chennai' offering a unique listening
experience.
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