One 94.3 FM will flag off its fourth station in Chennai on January 10. The station will be all Tamil and will cater to a young and young at heart audience. It will be positioned as a 'non-stop hits' radio station. Radio One already has stations in Mumbai, Delhi and Bengaluru.
Radio One is implementing a mass marketing campaign for its Chennai launch. It is advertising heavily in the press, theatres, malls and multiplexes and using both outdoor and on-ground activities. Talking about the unusual communication, station head LV Navaneeth says, "We have designed advertisements in the form of movie posters as part of the branding exercise." A move clearly designed to cash in on the popularity of Tamil films in the metropolis.
The Chennai station boasts of a journalistic team to report on day-to-day happenings in the city, events and issues concerning the youth such as education, jobs and careers, health, sports and entertainment.
It has launched a 'Celebrate Chennai' programming initiative involving celebrities from the Tamil film industry. The celebrities will host a morning show every day for 50 days. The station has already got a line-up of sponsors for this initiative, including Dabur Vatika, Cycle Brand Agarbathi and Lalitha Jewellery, a Chennai based jewellery brand.
Radio One will soon launch more stations in Pune, Kolkata and Ahmedabad.
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