Radio One’s VP, Programming and Brand, Vishnu Athreya has visualized the programming strategies for media entities like Channel [v], Cartoon Network and GO92.5 FM (before it became Radio One). He has been instrumental in changing media consumption behaviour in audiences through his strategies. Athreya has played a key role in the re-launch of Radio One. He has also developed innovative programming for the station like Bollywood Badshah, College Radio, Super Cook and more recently the hit Malamaal Daily.

Just returned from Radio One’s launch in Bangalore, agencyfaqs! caught up with Athreya to ask him about where the FM industry is heading from a programming perspective, and the station’s recent alliance with BBC Worldwide.

Q. Now that Radio One has settled into its new identity, what will differentiate it from the other radio stations?
A. The differentiating factors are subtle, but we concentrate on finding out what works with the listener. Our key proposition is Hit pe Hit, which makes us stand from the rest of the bunch. The hits are played back to back 3-4 at a time, which are based on research and qualitative feedback. We also ensure that there is a balance between new and old hits. The challenge is to maintain the differentiation in both music and non-music content. When we talk to our listeners on air, it helps us in deciding what they want to hear.

With Malaamal Daily, we have done something new yet again. This is the only show on radio giving out a lakh rupees each day. Similarly, we did the ‘Petrol Bachao, Cycle Chalao’ campaign recently. Therefore, the main differentiator is your idea. We at Radio One try to come out with the best idea, the best talk shows and the best music. Again, our Bangalore station is the only one playing both Kannada and Hindi music. This was based on feedback from our Banaglore listeners. We are planning to expand to Delhi, Chennai, Kolkata, Ahmedabad and Pune. In these cities, we will make sure that the content is very localized. Differentiation thus depends on how creatively you position yourself in the listeners’ mind.

Q. The radio industry is witnessing a lot of alliances within the media industry, such as BBC Worldwide's investment in Mid Day Multimedia and HT Media's alliance with Virgin Radio. What is your take on these alliances? How will they affect the radio industry?
A. BBC Worldwide’s investment in Radio One has provided us with a lot of programming inputs. They have brought in a lot of expertise into our enterprise, because they have been in the business for a long time. During the FIFA World Cup, BBC provided us immense support in terms of manpower, resources and solutions. International media alliances, especially in programming, are a great combination of global perspectives and a local point of view. The adage ‘Think Global. Act Local,’ is effective in the radio industry too. With BBC, our alliance has been a perfect merger of local ideas and international expertise.

Q. Radio is also witnessing diversification in technology with satellite, internet and mobile radio offering a wider range of content. What implications does this have for FM radio?
A.The primary word among all these platforms is radio. Satellite, visual or internet radio has a cost attached to it. Terrestrial or FM radio hardly costs anything and is the easiest to access for the listener. The emerging technologies in radio are significant, but I do not think that they will take away the sheen from FM radio - as it reaches out to the most and has the better potential for programming, as compared to the former which have selected audiences.

Q. With radio station clones appearing on the scene at a growing rate, what should the survival strategy be for an FM radio station over the next decade?
A. I disagree that these stations are clones of each other. Listeners often find their own differentiators among different stations. Currently, we put too much weight age on certain languages and type of music. Whatever you may say, you cannot take away the fact that radio reaches a larger audience than television or press. As far as differentiation in radio goes, it may be obvious or not so obvious. Let’s focus on doing something new in radio, rather than worrying about differentiation.

© 2006 agencyfaqs!