Radio One on a common 94.3 in a week’s time

After the Supreme Court directive to Radio One to have a single frequency all over the country, the radio channel is gearing up to usher in the new frequency in a week

“You can’t question either God or the government,” says Rajesh Tahil, chief executive, Radio One, after the Supreme Court directed his radio station to change its frequency in Mumbai from 92.5Mhz to 94.3Mhz.

In exactly a week’s time, Radio One, the radio station from the Mid-Day Group, will embrace its new frequency, 94.3Mhz, thereby bringing uniformity to all its stations in the country.

The battle began when new frequencies were allotted to radio stations in the second phase of bidding and the government executed a sudden ‘change of plan’, leaving Radio One with the frequency, 94.3 Mhz, in places such as Delhi, Chennai, Bangalore and Pune, 95 Mhz in Ahmedabad and 92.5Mhz in Mumbai. During this phase, the Adlabs owned Big FM got the frequency, 92.7Mhz, across India, leading to a dispute between the two players and the Telecom Disputes Settlement and Appellate Tribunal (TDSAT).

Radio One on a common 94.3 in a week’s time

Rajesh Tahil

“It’s a battle we fought strongly, but there are no hard feelings,” that’s Tahil’s reaction to the whole issue. He says that Radio One would have been content with different frequencies in different places because it operates in big cities and has built big brands. “I would have preferred it to remain 92.5 in Mumbai, but it’s an advantage on the other hand now to have a common frequency everywhere except Ahmedabad.”

Tahil believes that in the last five months, Radio One has gained a new brand image and even high visibility. “We will definitely employ new communication channels to convey this change to listeners as aggressively as we have been doing in the past,” says Tahil. This time, the media mix will include extensive print, outdoor and television campaigns.

This paves the way for Big 92.7 FM’s much awaited launch in Mumbai. As per a source, Big will go on air this month immediately after Radio One switches to its new frequency.

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