The Star Group Ltd. and PK Mittal will be making forays in the radio FM business in India, under the brandname Radio One. Star India signed a contract with PK Mittal's Music broadcast Pvt. Ltd. (MBPL), which has licence to operate FM radio stations in six cities. Radio One is part of Star's overall strategy to deliver content via every available media in a country. Bangalore is likely to be the first of the stations to go on air, by June-end.
As per the contract signed by Star, it will supply all the content needed for the FM radio stations of MBPL as also undertake marketing and ad sales activities. The six cities where MBPL has obtained licences to operate radio stations include Delhi, Mumbai, Patna, Nagpur and Lucknow also.
Star India had a survey done to study the FM radio content business. As per the study, there is more demand for Hindi music and, hence, the six stations of MBPL will be airing predominantly programmes revolving around Hindi music.
Star India had formed a separate radio division headed by a chief executive, American John Catlett. As part of a restructuring of the Indian set-up, Sumantra Dutta is slated to join the radio division as the chief operating officer.
The radio division will spearhead Star's forays into FM as a content provider. Star India said it was also open to supplying non-news and current affairs content to other prospective FM radio operators, if there is a demand for such fare.