Radio Mantra amplifies Hatt Ke Jeenay Ka Mantra with fresh programming

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | October 20, 2009
Completing three years in markets including Punjab and Uttar Pradesh, Radio Mantra has upped the ante with new programming initiatives

Radio Mantra is busy wooing listeners in markets including Punjab, Uttar Pradesh and Jharkand by treating them to fresh programming in genres such as ghazals, sufi rock, qawali, lounge and Indian rock.

The radio station has introduced fresh music shows to keep pace with the changing musical preferences of the audience. It has introduced two new evening shows, Love Aaj Kal and Lazy Lamhe, for Saturday and Sunday evenings, airing from 9 pm to 12 pm.

The new shows capture the brand philosophy of the radio station, Hatt Ke Jeenay Ka Mantra.

Narendra Tripathi, chief operating officer, Radio Mantra, says, "Having spent almost three years with listeners, it's time to give them more by moving beyond just contemporary hits. The markets are maturing and the new shows are a small step towards capturing the change. Listeners can expect a lot of new programming initiatives from us in the coming days."

Love Aaj Kal will be a selection of ghazals, blended with recurrent music and supported by classics and RJ (radio jockey) talk. On the other hand, Lazy Lamhe is all about enjoying alternative music representing lounge, fusion, sufi, qawali and pop offerings. Radio Mantra has introduced new voices for its two new shows.

Speaking to afaqs!, Kanwar Sameer, national programming head, Radio Mantra, shares, "Lot of internal research and market feedback has gone into introducing these fresh shows. Earlier, we had a show, Dil Ka DJ, which has been discontinued to introduce these two new shows. Till now, listeners only had the option of retro music but our fresh programmes are going to prove a big differentiator in the market."

In addition to these two shows, the radio station has also launched a morning band for Monday, titled Har Somvar Ko Som Ras, which will set the tone for the rest of the week. The segment will play fresh songs and will not repeat even a single song during the day.

To announce its fresh shows, the radio station ran a teaser campaign for two weeks, giving listeners hints of a 'three fold Diwali dhamaka', with three new fresh offerings. Beginning next week, it will also run print ads in all local editions of Dainik Jagran, informing people about the new launches.

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