Radio One brings in new strategy of not repeating any song through the day

Radio One has adpoted a fresh approach to provide listeners the luxury of enjoying maximum songs throughout the day. As part of the 'Maximum Music. Maximum Choice' programming innovation, the radio station across its network is playing varied songs, from the 70s to the latest hits every hour. The radio station has decided not to repeat any song the entire day.

The music station has been applying the strategy of playing 13 songs every hour since July 2009; hence, reducing the talking by the music jockeys. Radio One prefers the term 'music jockeys' to 'radio jockeys'.

Most music stations work on the norm that repeating a song almost 10 times a day would increase the recall value for listeners. Currently, Radio One is also airing ads which say, "Doosre station bajaye gaane baar-baar, Radio One ne bandh kiya ye atyachar".

Since all radio stations appeal to the youth, playing songs from the 70s and 80s could be boring for youngsters. However, Hukmani has a different take on this. He states that Radio One's target audience is the age group of 12-34 years; but he is firm in believing that people prefer good music, whether it's a Kishore Kumar song from the 70s or Chiggy Wiggy from the movie, Blue. People need a potpourri, rather than the same thing getting repeated 100 times a day, he adds.

Moreover, the music jockeys at Radio One try to go beyond regular talking. They announce a lot of behind-the-song information, such as the singers, music directors, lyricists and much more.