NEW DELHI: Radio City 91.1 FM has gone in for a complete facelift for its Delhi station under the umbrella brand ‘Whatte Fun’. The radio station has changed everything from its radio jockeys to its content to its packaging while its target audience remains the same SEC A, B adults.
When asked about the need for change; Radio City Executive Vice-President and National Head – Programming and Marketing Rana Barua said, “This is a complete city specific change. Sometime back, we had changed the Bangalore station completely making it a Kannada station. It was done then because people in Bangalore felt closer to their culture. In case of Delhi; it has been observed that the city has gone through tremendous change in the last one or two years. The brand required revitalisation to keep pace with the changing city and evolving demands.”
“The work for this had begun sometime in April 2008; but we are announcing it now, because it took us this long as everything was redesigned from scratch.”
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The Delhi station has new content with new radio jockeys like ‘Double Dose’ from 11 am to 5 pm with RJ duo, Charu and Fabeha; ‘Guru of gupshup’ with RJ Varun from 5 pm to 9 pm giving the listeners a run-down on the happenings in the city. In addition, RJ Ved will present his new show ‘Retro Caf©’ in the night slot. Saturday night will be a night of club remixes with the show ‘Club 911’ with RJ Akshaye. And RJ Varun on Sundays will present the show ‘Dil Vil Pyaar Vyar’ from 9 pm to 11 pm.
Barua explains, “With the help of RAM’s findings and qualitative research done by us, the content and the packaging of the shows have been changed completely. As for the music is concerned we would no longer be following the CHR or the HITS format; we will play the latest music; music that is loved and listened by all.”
For the time being one can say Radio City is the ‘Old wine sold in a new bottle’; and the only task that remains now is to market the new bottle well.
Barua notes, “Since the Delhi station has been completely restructured; the marketing is also going to be different and unique. At the moment this is only the tip of the iceberg. We would be soon releasing our marketing initiative which will be done at a very large scale for the first by any station. The next couple of days will only stand testimonial to our authority on this claim.”
With a new look and a new packaging it seems that Radio City is headed for a new war in the radio space.
