MUMBAI: Radio Mantra has partnered with Idea Cellular to start a new show â€?Idea ke Tarane’, for music lovers in Uttar Pradesh West.
The program has been designed by Radio Mantra keeping in mind the taste and various moods of listeners throughout the day. â€?Beete Lamhe’ focuses on old classics to be aired every Monday and Thursday of the week. â€?Sunehre Pal’, a compilation of evergreen numbers from movies and albums will be on-air on Tuesdays and Fridays whereas â€?Dil Chahta Hai’, a collection of UP’s favorite Bollywood songs will be aired every Wednesday and Saturday. The show will be aired from Monday to Saturday from 9am-9pm.
Each Song played on the show will have a preface with the IVRS No. 554561 followed by the song and a closing tag with the specific song SMS code for devoted listeners to send their song requests through SMS. Music listeners will get to hear 12 songs everyday.
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Idea Cellular, Chief Operating Officer- Uttar Pradesh West, Virad Kaul, said, Idea has a strong association with the world of Music and Cinema to bring entertainment related content for our subscribers. Radio has gained immense popularity among the masses, and is now considered a perfect medium to establish connect with the large base of listeners. Our unique association with Radio Mantra is aimed at offering some stress-relieving music to the ear and soul of the discerning music listeners in UP West….
Adding to the same, Radio Mantra, National Head Sales, Swayam Tiwari said, We are glad to be partners with Idea Cellular in Western UP in an effort to revisit the concept of â€?listenership by appointment’ in that market. Radio Listeners who are currently in their late 30’s,40’s and beyond will recall the franchise that programs like Inspector Eagle and Cibaca Sangeet Mala used to enjoy several years back. Our Association with Idea hopes to bring back that era….
Radio Mantra, National Programming Head, Kanwar Sameer said, It’s rare that we see this kind of programming driven integration where it’s a win-win situation for the sponsor, radio station and most importantly, the listener. Our internal research and feedback wing provided us with what UP (w) has been longing for. The same was shared with Idea as they, like Radio Mantra, do stuff ‘hat ke’. Since they too were thinking on the similar lines, it clicked instantly and eventually worked great for everybody….
