Radio One readies for Delhi launch

Mumbai’s Radio One is preparing for its Delhi launch, expected to happen by next week. Radio One began its test run in Delhi early this month. The frequency allotted to Radio One in Delhi is 94.3FM.

This will be the third station for Radio One after Mumbai and Bangalore, which was also launched recently.

The station aims to target the 25-35 age group and positions itself as a youthful and energetic channel, which listeners will return to for its 24/7 offering of hit songs.

According to Murali Muktapuram, station head, Radio One, Delhi, the differentiator for the Delhi station channel is the frequency of hits that will be played throughout the day.

Muktapuram asserts that Radio One has consciously chosen to avoid branded programmes which other channels have by the hour. In turn, Radio One has divided its day’s programming based on different time slots. The station will play songs according to the mood which listeners are in that time slot. For instance, breakfast drive will play songs with a high energy level; late mornings it will target housewives and hence play a mix of popular numbers along with old songs. The late afternoon slot is targeted at college-going students. The late evening slot will play soft and soothing numbers for listeners to retire for the day. The late night retro slot, as the name suggests, will play all old songs. The graveyard shift will make the listener call it a day with gentle music.

“Our idea is not to intrude but include listeners in the process of entertainment. This is because radio is a background medium,” says Muktapuram.

Besides, the RJs will keep the mood lively and interactive with discussions on current affairs, sports, films, etc., while also having phone-ins and request calls.

When asked about the differences in the musical tastes and preferences between Delhi and Mumbai listeners, Muktapuram says, “Delhi has its own ‘Delhiness’ and that extra bit of josh and tadka needs to be there. However, listeners in both Delhi and Mumbai are high on Bollywood songs.”

About the reasons behind moving from niche to mass, Muktapuram says, “Only half a per cent of the population yearns to listen to English songs. And just appealing to this segment of listeners means limiting the advertising opportunities, which was not financially viable.”

However, he also claims that by turning full Hindi, it has also managed to retain the original listeners as the English listeners also listen to and enjoy Hindi songs.

For the record, the Delhi bid was won for a whopping amount of Rs 31.42 crore, higher than other contenders such as Reliance-backed Adlabs (Rs 28.12 crore), HT Music (Rs 28 crore) and TV Today’s Radio Today (Rs 10.26 crore).

Currently, it will have to lock horns with Radio Mirchi, Radio City and Red FM. Next in line is a station at Chennai, followed by those at Ahmedabad, Kolkata and Pune.

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