Top Story

e4m_logo.png

Home >> Media - Radio >> Article

AIR FM B’lore woos niche audience with new classical station

22-May-2004
Font Size   16
Share
AIR FM B’lore woos niche audience with new classical station

In a bid to build its bouquet of offerings, AIR FM in Bangalore has recently launched a new FM channel, Amrutavarshini, dedicated wholly to classical music. Despite catering to a niche audience, initial response to the channel in terms of ad sales has been encouraging, with authorities looking to make around Rs. 20 lakh in its first year of operation.

Amrutavarshini, available on 100.4 is only the second FM station dedicated wholly to classical music. Launched on January 26 this year, the channel offers a variety of Carnatic and Hindustani classical music to listeners in Bangalore.

Dwelling into the reason behind the classical channel, Mahesh Joshi, Director– Marketing, AIR and Doordarshan, said, “We realised that there was a significant number of people who would be interested in listening to classical music itself. We also realised that it needs more air time than what it received through our other channels”.

Speaking on the viability of the venture, K Gunashekara, Manager (Marketing), AIR & Doordarshan, said, “The audience for classical music may be relatively small, but they are a strong group. This group has the maximum purchasing power and is the audience that any advertiser should be targeting.”

With the marketing team being common for both AIR and Doordarshan, a strategy of offering a combo deal has been brought into place. “Since the channel’s launch, we have been actively approaching brands and on the basis of our findings are urging them to try our channel,” Joshi said.

Whatever the strategy used, the response is surely encouraging. The classical channel has managed to bring in Rs 71,640 by March itself. Joshi promises that the figures will only get better. While the current advertiser portfolio comprises of hotels, silk centers, music stores and garment brands, the marketing team is busy coaxing other categories to give their channel a shot. Amrutavarshini expects to hit the Rs 20 lakh figure in its first year of operation.

Tags

Bhasin on the checks and balances of new IRS, methodology with new companies like Vedsur on board, interpreting the data and why it’s not fair to compare with previous data

Chitresh Sinha, CEO, Chlorophyll Innovation Lab and Vivek Singh, Joint MD, Procam International speak exclusively with exchange4media on the upcoming #BeBetter Campaign for the TATA Mumbai Marathon

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Duroflex and Happy mcgarrybowen launch #7HourMarathon campaign with Milind Soman to promote healthy sleeping practices

Punjab has witnessed highest growth, of more than 50% DTH penetration, followed by HP and J&K

IRS 2017 has been reinforced with design, methodology, quality, and questionnaire enhancements to ensure the highest integrity of the data.