Misty will launch its second station in Gangtok by the end of January and has asked radio listeners for their preferences for music and programme content. The survey, which will last from January 9 till January 26, will allow listeners to call, SMS, email and even visit the studio to air their opinions.
Speaking to afaqs!, Nishant Mittal, chief executive officer, Radio Misty, says, "We are positioning our station as local people, local voice, local station and local choice. At the end of the day, it's all about catering to the locals, which we think will be achieved through this survey."
Though its Siliguri station is aired on 94.3 FM, the Gangtok station will be aired on 95 FM. This is due to the short air distance between the two places, which could lead to overlapping. The Siliguri station runs on a 5 KW transmitter in the C category, while the one in Gangtok will use a 3 KW transmitter in the D category. If the frequency were to be the same in both cities, the Gangtok listeners would face a problem.
Mittal says that the permission to use a different frequency has been granted and the Gangtok listeners will be in the unique position of being able to listen to both Misty stations.
The Gangtok station's programming content will be boosted by tieups with BBC Radio and Radio Netherlands. "The tieup is for content, which means that Misty listeners will be able to hear more international numbers and shows," says Mittal.
Radio Misty has marketing plans called Green and Clean Sikkim for its Gangtok launch. The total theme of the campaign will focus on being ecofriendly.