* Innovative solutions offering will help advertisers reach progressive Tamil-, English-speaking audiences in Chennai
MUMBAI: Music station 94.3 Radio One with the listener promise of â€?Maximum Music, Maximum Choice’, and Chennai Live 104.8 FM, India’s first talk radio station and â€?the only radio station in Chennai to offer both live conversations and great music’, have tied up to offer an innovative bouquet for advertisers to reach out to progressive educated audiences who love Tamil and English both, in Chennai. In a mass market where it is difficult for advertisers to focus on an upper SEC AB skew, this bouquet should ensure a â€?value driven’ approach.
The association was announced with the objective of giving advertisers an opportunity to leverage the unique positioning of both groups; Chennai Live being the only English radio station in Chennai and Radio One having a strong presence in revenue-strong markets like Mumbai, Delhi, Bangalore, Ahmedabad, Pune and Kolkata apart from Chennai, where it plays Tamil music.
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Radio One, through its metro network, will be able to provide business reach to Chennai LIVE. It will be a unique offering where its existing — as well as new unique properties created — will be cross-promoted.
The move is being seen as an example of innovation where an independent and differentiated format language station (Chennai LIVE) can increase its revenue footprint (through Radio One) without expanding to the metro markets which would entail huge expenditure to set up and maintain.
Vineet Singh Hukmani, MD, Radio One, said We have partnered with Chennai LIVE because it allows us both local value creation in a commoditized mass market It is our pleasure to represent this wonderful â€?independent’ station nationally, and such an alliance will be a win-win for both…
Prem Kumar, COO, Chennai LIVE, said, said This partnership would allow us to offer a strong value proposition to national brands looking at reaching out to a cosmopolitan Chennaite, and we believe that this alliance with Radio one with its Metro Innovation… strategy will help us achieve this common goal..
