In a bid to reach out to the English-speaking audience, Radio One will go international in Delhi and Mumbai from February. With this change, it plans to address a two-fold issue of all stations sounding the same, and the radio's inability to offer a profiled audience to a brand as it reaches all demographic segments.
As part of the change, the RJs (radio jockeys) will not be called so henceforth. Hukmani says, "Our new hosts will reflect our values -- different, intelligent, international, and involving. They will bring a maturity to the dialogue with a listener who has a global outlook."
The station will also introduce three prime shows in a day. The shows are well-segmented and offer a very strong 'engagement product' to the advertiser. Radio One has also made considerable investments in talent and programming on weekends to ensure that the slots are not treated as secondary, and listeners are engaged throughout the week.
The radio station has also seeded new revenue streams in the live concert space and in applications for premium devices, which will dovetail the international radio product to cater to the same 'well-profiled' audience. Radio One will target more metros that have a sizeable population with a global outlook, in line with its aim to reach a total of 10 cities from the current seven.