At a time when the entire radio industry is plagued by the undifferentiated content syndrome, Radio One has decided to go the retro way to create a niche differentiation for itself in the Ahmedabad market.
The radio channel will henceforth air only retro music targeted at the up-market and mature audience from 5 am till 10 pm, which will then be followed by international music till 1 am.
Reasoning on the change, Radio One claims that the station took the decision based on an in-depth survey that inferred that most listeners are bored with the same kind of music and unintelligent content aired on radio. As a result, they no longer connect to the medium.
Commenting on the change, Rajeev Chatterjee, station director, Radio One Ahmedabad, says, "Every single radio station in Ahmedabad today sounds like a clone of the other. In keeping with the template in each of our seven cities, Radio One Ahmedabad has created the '100 per cent retro' differentiator. Now, not only will the listener get music that is like a whiff of fresh air, but advertisers, too, will get a clearly profiled audience." The other radio stations in the city include Radio Mirchi, Red FM, Radio City and My FM.
Launched in July 2006, Radio One is targeted at the urban youth and currently has stations in Mumbai, Delhi, Bengaluru, Chennai, Ahmedabad and Pune.