94.3 Radio One, the station has re-launched itself in Mumbai with the product promise of ‘Maximum Music Fataafat’ with a tangible promise of minimum 13 songs every hour. The focus of the re-launch is to give Radio One a new vibrant musical face in Mumbai, thus making it a haven for SEC AB18-34 who are passionate about music in Mumbai.
Says Shyju Varkey, National Marketing head : Research done by the station shows that Radio listeners believe a station must play more songs than any other as the primary yardstick of supremacy. As a result, Radio one will play a minimum of 13 songs per hour, while most stations play anywhere between 7-9 songs especially during prime time. The station has launched a media campaign in the form of a contest titled “Har Ghante Mein 13 Gaane Ka Challenge” that will run across Mid-day, SMS, Cinema and Radio. The contest will help drive home the tangible promise’
The contest runs as a challenge to the listener for a month from July 2nd to the 31st, Monday to Friday, where listeners have to catch radio one playing less than 13 songs in any hour to win prizes.
Radio one has decided to call its jocks MJs (music jocks) as they believe RJs are passe as they are generalists…MJ’s are passionate specialists in music and will connect better to listeners The station has an effervescent new MJ (Music Jock) Devaki, for the morning band and MJ Prachi in the evening band.
Say Vehrnon Ibrahim, National Programing Director, Radio One, “The Brand New Radio One is about giving listener’s access to Maximum Music Fataafat. Listeners want more songs per hour and that too quickly.. Our spoken content too is crisp and original because it is sourced directly from singers, composers, actors and is not second hand content from websites and newspapers. We believe this product proposition will create immediate freshness and growing loyalty over a period of time.
Says Vineet Singh Hukmani, MD Radio One, Recently Radio One ran a World music week in all its cities and we also did a spontaneous heartfelt tribute to Michael Jackson the week before. All this because we inherently believe in MAXIMUM MUSIC. It’s in our DNA. We also expect certain copycat competition who will try to imitate our promise of maximum songs in an hour…but you can’t imitate passion can you?