MUMBAI: Radio One is the latest FM player to launch in Kolkata. The joint venture between Mid-day and BBC worldwide rolled out its seventh station in Kolkata this week, completing its metro footprint.
Radio One has also struck a sales alliance with the Siliguri headquartered Radio Misty. Radio One will now sell its East package for Misty’s Siliguri and Gangtok station jointly.
“We are positioning ourselves as â€?India’s largest metro focussed radio network as it is quite clear that metros contribute to over 75 per cent of most client’s businesses.
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Radio One will allow clients a certain consistency and efficiency in reaching their audiences that exhibit â€?metro city attitude’. We are India’s highest ranked radio company on â€?metro efficiency’ which is function of listenership and rates charged to reach the SEC AB audience,” says Radio One CEO Vineet Singh Hukmani.
According to national programming head Vehrnon Ibrahim, “Our aim is to provide listeners a certain local flavour at the same time focussing on the metro nature of our brand. This is not easy for other stations who have to contend with being metro and small town all in one breath. This makes a client’s brand experience a certain inconsistency as the medium is the greatest message in radio and then there are some stations that just do not reach enough metro cities making us the best fit metro radio brand.”
Radio One will follow its â€?all rounder’ talent model in Kolkata just as it did with its Pune and Ahmedabad station that function with not more than 12 people totally. This is now becoming the industry norm as city costs need to balance out especially in times of lowered revenues, says the company.
Radio one is now operational in Mumbai, Delhi, Bangalore, Kolkata, Chennai Pune and Ahmedabad.
