Chennai Live to launch campaign after testing waters

Targeting the evolved, intelligent Chennaite who wants something more from radio, Chennai Live 104.8FM wants to create a niche for itself on the air waves.

"We don't cater to a mass audience. The station is for those who are glued to world happenings and engage in issues concerning everyday life," says Prem Kumar, station head, Chennai Live.

Being the first talk show radio station from South India, Chennai Live focuses more on talk shows and uses music as fillers. The content format of the radio station covers analysis of the latest developments, events and happenings in Chennai, including social issues.

He adds, "It is meant for people who have a point of view and would like to participate or associate with the changing face of Chennai." The radio station is targeting the 25 plus age group.

Chennai Live has been holding back on the marketing front. Nearly two months after its launch, the station operators are finalising its advertising plans. "We have been analysing a few things in this regard and will soon start our campaign," states Kumar. The operator plans to focus on below-the-line advertising for its campaign.

The total investment in this venture is Rs 20 crore, out of which 50 per cent was paid towards licence fee. The station interacts with senior professionals from fields such as entertainment and media, industry, government and non-governmental organisations and other opinion leaders for their advice on the station's programming policies.

When Phase III of licensing is announced, Chennai Live will be looking beyond South India. "We are discussing further expansion plans internally and are hopeful of getting a few licenses in the next phase," says Kumar.