In an interesting programming initiative, Radio One will have CEOs and MDs of companies don RJ (radio jockey) hats. The broadcaster, which has seven stations in Delhi, Mumbai, Bengaluru, Chennai, Pune, Ahmedabad and Kolkata, hopes to woo the metro audience with this new offering.
The CEO-turned-RJ will conduct the show for a day and speak about his/her favourite songs and preferred choice of music, and also play the same on air. The same show will be aired across all stations of Radio One.
The show is currently being conceived for the month of March. Based on the listenership responses, Radio One may extend it to subsequent months. The show may also be re-run on weekends to let the other segments of the audience sample it.
Talking about how the programming idea came about, Vineet Singh Hukmani, managing director, Radio One, says, "The corporate audience, including leading CEOs and MDs, regularly tune into our station. It was a natural progression to ask them to do their own shows on our station."
The radio station claims to have received an overwhelming response to the concept of the show. "The list of 'CEO-RJs for the month is already full," says Vehrnon Ibrahim, national head, programming, Radio One.
"The show is a great way for people to get to know the cool sides of their bosses," he adds. For the month of March, the station has roped in adman Prahlad Kakkar, Sunil Lulla, director, Real Global Broadcasting and G Krishnan, executive director and chief executive officer, TV Today Network.
Radio One has also asked companies to register through SMSes and recommend their CEOs and MDs for the show. The show will be promoted through mailers in trade publications, print ads and radio spots.