Radio Indigo, the FM venture of Rajeev Chandrasekhar’s Jupiter Capital, kicked off in Goa after launching its first station in Bangalore in September 2006. Radio Indigo is the only FM station in the country solely dedicated to playing international music round the clock, defying the admonition of marketers and media buyers.
Like Bangalore, the Goa station will also target the upwardly mobile, globally exposed, open minded upmarket listeners.
Speaking about the launch, Sanjay Prabhu – Director and Chief Operating Officer, Radio Indigo, said, "Goa has an inherited international music legacy. Radio Indigo will nurture that love for International music."
“We are not mass market but non-mass market,” Prabhu said, adding that in sync with the pulse of Goa, the station would play a vibrant array of genres of music from pop, classic rock, hip-hop, jazz, country to world music round the clock. Embracing a mood-based programming approach, the station will play pleasant and peppy numbers at the start of the day and up the tempo as the day progresses.
Geoffrey G Thomas, National Programming Director, said, "Radio Indigo will serve up the best music of today dating back to the 70s. We have internationally packaged programming to bring out the true International flavour."
Radio Indigo has taken the aggressive promotion route for its new station in Goa, with high frequency outdoor and press promos besides emailing. Radio Indigo is also doing 20 days of promotional activities in lot of pubs and bars in Goa, wherein Radio Indigo takes a music band, organises contests, giving away prizes and thus creating awareness among the people about the newly launched station.
The channel is conducting events in colleges, where Radio Indigo RJs would visit various colleges and create awareness about the station among the students.
Unlike Bangalore, which has some large advertisers, Goa is not a very big market. But that is not a dampener for Prabhu, who is optimistic about the success of Radio Indigo in Goa. “We will replicate the word class experience that Radio Indigo listeners get in Bangalore in Goa,” he asserted.
On the programming front, Radio Indigo will duplicate the tried and tested programming format of Bangalore in Goa. The only differentiator will be the use of local RJs.