MUMBAI: Former Reliance Broadcast Network (RBNL) business head- central India cluster Madhukar Pandey is launching his own venture.

Pandey is introducing an internet radio website, which is expected to go live by mid-July.

Titled Radiowhiskey.in, the tagline of the website says ?Nasha music ka?. The internet radio channel will predominantly be playing Indian music along with other popular music 24X7.

The core target of the website is youth, from school going students to 36-year-olds.

Pandey said, ?Internet radio is pretty known phenomena in West, but somewhat not very popular in India. The entire positioning of the channel is towards Indian music and not just Indian audiences. It will have a global feed. Internet radio is a very popular phenomenon in the US and hence we are also basing our server there. It will have the popular music around the world, though our main focus will be Indian music. RJ talks will be in Hindi and English.?

Pandey said the company has applied for licenses and is acquiring labels. ?We have got electronic confirmation for the licenses but will announce the names once we have license in hand. The background team is building the inventory further.?.

The company will be promoting the website on digital medium aggressively (Facebook, Twitter, Orkut, E-mail, SMS).

?We are telling the advertisers that whatever they pay FM channels for one city, we will be charging even lesser than that and entire globe will listen to you. Also, because our target is youth, who is not very interested in seeing or listening to ads, we will have not more than 3 minutes ads in an hour and that will be split into 6 slots of 30 seconds each. This will help the advertiser getting sure shot listener,? Pandey added.

Pandey has over 14 years of experience in life insurance and information technology. Prior to joining RBNL, he was with MetLife Insurance as GM regional head. He had also worked with NIIT, CMC, and Informatics in various capacities.