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Radio City revamps programming to boost weekend listening
The radio operator has changed its weekend lineup to get dedicated listeners
Introducing uniform theme-based programmes across its Hindi markets, Radio City is revamping its weekend programming to pull in dedicated listeners.
Rana Barua, executive vice-president and national head, programming and marketing, Radio City, tells afaqs!, “We want to encourage weekend appointment listening and, hopefully, the new setup should help us achieve that.”
Radio City’s new weekend entertainment lineup, which will be introduced in 20 cities, will feature a blend of music, dance, Bollywood and showbiz.
Making Sunday morning a family affair, Whatte Fun Sunday will air a musical recap of the week, touching upon topics such as values, careers and family and featuring experts from various fields. This will be followed by Bollywood Rewind, with Bollywood retro and interesting trivia on Bollywood music, films and stars.
Barua informs afaqs! that the radio jockeys for the weekend shows have been selected very carefully to sustain listener interest in the shows. “Though they do their regular shows, we have made a concentrated effort to rope in only those RJs who we believe will deliver what we want.”
Also on Sunday is Meri Kahani, showcasing a legendary personality from Indian cinema. City Buzz from 3 pm to 5 pm will offer a crisp recap of the week and showcase the week's reviews, things to do, city hotspots and hangouts.
Parde ke Peeche will feature Bollywood gossip along with star interviews. The Great Indian Countdown will give listeners a weekly recap of the top 20 contemporary hits with a peek into happenings in Bollywood. At the end of the evening is Dil Vil Pyaar Vyaar, which aims to charm listeners with a fresh, free-spirited take on life and romance.
Radio City wants to use the weekends as a means to pull in dedicated listeners, especially as this is not possible yet on weekdays.