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

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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.


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