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The Rajasthan newspaper’s maiden FM venture went on air in Jaipur on August 15. The publishing house has five more FM stations in the pipeline
The royal city of Jaipur witnessed the foray of yet another radio station, this time by ‘Rajasthan Patrika’, titled 95 FM Tadka. The new FM station went on air on August 15, 2006.
The launch campaign employed by 95 FM Tadka featured celebrity singers such as Abhijeet Bhattacharya, Kailash Kher, Sunidhi Chauhan and Shaan. ‘Rajasthan Patrika’ used various media such as print, outdoor, cable and on-ground events.
Some innovative measures were employed to advertise 95 FM Tadka. Forty Maruti vans, bearing the Tadka advertising, lined up to run like a train. Restaurants created a ‘Tadka dish’ to leverage the brand name.
According to Gunjan Batra, group programming head, 95 FM Tadka, special programming has been conceptualised keeping in mind the city’s aesthetics such as royalty, tradition and craft. “In order to cater to such a diverse audience, we have tried to create a balance of appointment listening and mass appeal shows.”
For instance, the channel has a show titled ‘Bolti Band’, which does not have an RJ but only music throughout the show. Besides, the station promises a good measure of English music as well, to cater to all segments.
Batra believes that it is the customised shows catering to the local audience which differentiates Tadka from other FM players in the market. For the record, there are FM stations such as Radio Mirchi, the Bhaskar Group’s MY FM and the soon-to-be-launched Radio City in Jaipur.
‘Rajasthan Patrika’ plans to come up with five more FM stations in the near future. With so much hype created through media such as press, outdoors, SMS, cable and on-ground activities, the channel is hopeful that it will carve a niche for itself in the Pink City.
© 2006 agencyfaqs!