Radio City to launch 14 new programmes

FM radio in India isn't only about Hindi film music. And, Radio City has been a pioneer in doing alternate programming. Proving its credentials further, the channel, in the next 14 days, starting June 30, will be simultaneously launching 14 new programmes across different genres.

The channel, as the first programme of the series, has already launched Maha Cartoon on Thursday. As the title of the show depicts, the one or two minute programme will revolve around comedy. In this programme, from Monday to Saturday, Radio City will zoom into one aspect of life and present jokes that are also big on fuzzy logic.

Sirf Ek Sawaal will be the second feature starting from July 1. This 90-second programme will be a daily public opinion poll on topical subjects such as music, films, newsmakers, current trends and events.

Ghar Ek Manzil will be another feature aired on weekends providing tips on property, house loans, interior decoration and even peeks into celebrity houses.

As reported earlier in agencyfaqs! that Radio City will be launching new shows exclusively for the kids, the private FM radio network is launching a new show Junior Janab from July 10, 2004. Roshan Abbas, television anchor, turned Radio presenter will be hosting this talent show for the kids where they will be free to speak their mind and do whatever they are good at.

Radio City has been experimental in its programming. Launching Dr Didi - a health oriented show is a good example of this. This show will have a doctor giving tips on health and fitness to women listeners. While this show will be the first of its kind on Indian Private FM radio, the response of the advertisers has also been encouraging. Senior channel executives say this programme has been conceptualised in coordination with the advertiser - Pfizer for its product Benadryl.

Karma Yogi will be another step towards localised content where the station will bring out the real heroes of the society. Every week, the stations will profile one local real life hero.

And, of course, when it comes to entertainment in India, Bollywood can't be left aside. Radio City will also be launching a couple of new shows such as Filmcity Express, Mera Gaana, Dialogue Baazi and Public Demand.

While all the other programmes will be aired in all stations, there will be some exclusives for individual stations as well. For Mumbai listeners, it will be a show called Mumbai Bhelpuri, the show for Delhi station will be called Delhi Chat Karari. Likewise, programmes for the Bangalore and Lucknow station will be called Nammuru Bangaluru and Ganj Ki Gilori, respectively. While airing news is currently barred at all private FM radio stations, Radio City is hoping that this type of local programmes will keep its listeners updated with the city's happenings.

Sumantra Dutta, COO, Radio City says, "While these programmes won't be a substitute for local news. They will be more a infotainment -- keeping the listeners updated on the hapennings around their city."

"In the last 14 months, we have launched new programmes every six months. The response has been positive and the research reports also indicate that. In a way, this has helped us understand the likes of audiences in a better way."

He further adds, "With the slew of new programmes we are targetting mass consumers. Take for example the kids' talent show..... shows like these might not be a new thing for the television industry, but this kind of show will be aired for the first time in the Indian private FM radio platform."

This is the first time time in the Indian private radio industry that a channel has launched so many programmes in a single go. Now, it remains to be seen whether these new launches can set a new trend in the industry. Dutta is confident that his programming initiative will wake up potential advertisers, but keeping his fingers crossed nevertheless. © 2004 agencyfaqs!