MUMBAI: The PCM Group promoted Radio Misty is likely to be granted a change in frequency in Gangtok, where it is due to launch in a month.
Misty, which is aired in the 94.3 MHz frequency on FM in Siliguri, will be granted another frequency in Gangtok. The station applied for the frequency change to the I&B Ministry which has in principle, approved of the station’s request, but is yet to issue a formal letter.
Says Radio Misty CEO Nishant Mittal, Misty, due to its location, can be very well heard in Sikkim from Siliguri. With the same frequency in both cities, airwaves from both stations are overlapping, making it difficult to catch the frequency of the station in Gangtok….
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The radio station had already started its campaign for its launch in the city with outdoor hoardings and road campaigns. Now with the new frequency in the city, the radio station will launch a fresh campaign which says, ‘No more point ka chakkar’.
Talking about the two different frequencies in the two cities, Mittal says, People always relate to the brand name and not the frequency number. For our future bids, we would always want to bid for the 94.3 frequency. With the change in the frequency, we do not intend to change our logo or tagline, the new hoardings will only change the frequency number in our hoardings with the same tagline….
Misty is ready to launch its radio station in the new frequency and is awaiting the official intimation from the I&B Ministry. With the new frequency, Sikkim listeners will be in a unique position – they will be able to tune in to two different Misty channels, one aired from Siliguri and the other from Gangtok.
The station has planned to position itself as the station ‘for the locals’. It will aim at promoting the local talents, will be anchored by local RJs with Nepali, Hindi and English content in the station. The programming of the station is planned to be very different from the station in Siliguri.
The radio station was earlier scheduled to be launched in Sikkim by August but was delayed due to the problem created by the overlapping frequencies. Nine FM consequently got the honour of becoming the first private FM radio station in Sikkim.
After the launch of the Gangtok station the station would be getting in an exclusive tie up with the entertainment channel â€?Lehrein’, which will enable it to air exclusive interviews of celebrities and artistes on air.
