hit the airwaves in Hissar, Radio Mantra, 91.9FM, the radio venture from the Jagran Group, publishers of the Hindi daily, 'Dainik Jagran', begun dry runs from March 30 in Bareilly and Karnal.
Radio Mantra will follow its existing programming strategy of test runs for a week to 10 days in both the cities prior to its commercial launch. The group wishes to create an FM culture and buzz for the radio medium in virgin territories.
The radio station by the Jagran Group will launch on April 5 in Karnal, and on April 9 in Bareilly, with respective, city-centric print campaigns and below-the-line activities, which will be supported by outdoor and other on-air and on-ground promotional activities.
Radio Mantra's first destination in Uttar Pradesh is Bareilly; coincidentally, it is the first station to be launched in the state. BAG is also conducting test runs in this city. Radio Mantra faces competition from BAG in Karnal as well.
Gupta says, "'Dainik Jagran' has been dominant in the UP market for more than 50 years now, and the Bareilly launch, being the first step in the same market, is special. Being a new market, an optimal mix of music and non-music content has been designed on the basis of our research and the guidelines set by experts."
The radio station's launch in Agra, Varanasi, Gorakhpur, Jalandhar and Ranchi are yet to happen.
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