Go 92.5 FM gets a new name - Radio One

Mumbai based popular radio station, Go 92.5 FM, has got itself a new identity and name. From June 8, the radio station became Radio One. Radio One, a joint venture of Radio Mid-Day Multimedia Ltd and BBC Worldwide, went all-Hindi in April 2006 to reach the masses, rather than limit itself to a niche audience with its English programming.

Vishnu Athreya, V-P, programming and brand, says, “Radio One is more direct. We had short-listed various names, but we decided to stick with this one. We had laid out two propositions before changing the name. One, that we should retain the characteristics of the brand and carry on with the proposition of being larger than life and, two, that the station should come across as a popular band in the market. Radio One suited both propositions.”

Rajesh Tahil, CEO, says, “It was necessary for us to go a step further in Mumbai in order to be able to compete in the national market.” He adds, “Going Hindi and introducing a new identity are a part of the protocol process. With BBC being a part of our expansion plans in seven cities, we have a bigger dream for our radio venture.”

The FM station is cashing in on its partnership with BBC Worldwide. According to Athreya, Radio One will cover the FIFA World Cup in association with the BBC. He says, “We will derive a lot more from BBC influences and coverage of various entertainment and sports events. That, when combined with our radio experience, will ensure that we provide great content to our viewers.”

Athreya adds, “Our content will be local and deep-rooted. We will have unique programming for each city and beam hit numbers. This is going to be our programming strategy so that we can be an all-rounder station and a formidable player in each market.”

The URL of the website of the FM station has also changed to radioone.in. And while the ad rates on the official website remain unchanged since April 1, the group is charting out a new rate strategy. Radio One executives, however, declined to comment on the strategy.

On the marketing front, the station will advertise across all mass media besides using a number of below-the-line activities. The direct marketing efforts will be launched within a few days.

The station also plans to begin its operations in Delhi, Chennai and Bangalore within two-three months, with Bangalore being the first destination. The station has the licence to operate in other metros such as Kolkata, Ahmedabad and Pune, too.

© 2006 agencyfaqs!