Radio One FM 94.3 kicked off in Delhi on September 23, 2006. The Fm station has been positioned as a young, fun and local station offering ‘hit’ Hindi film music. The sound of the station has been created to celebrate the young, vibrant and ‘full of life’ spirit of Delhi. Radio One had been testing its signal in Delhi for over three weeks now.
“We are very excited with our launch in Delhi, which is one of the most dynamic and developed radio markets in the country. Our value proposition is ‘No. 1 Hits’ and nothing else but the Hits,” said Rajesh Tahil, CEO, Radio One.
Adding flavour to the ‘Hit pe Hit’ playlist would be packaged programming bulletins from the BBC covering happenings in the world of Indian entertainment, business and sports. “It’s a great advantage to have programming from the BBC. It gives us access to information and programming resources that offers us definite competitive benefit,” said Tahil.
“We are a challenger brand in New Delhi and are relishing the prospects of taking the competition head on. We launch with a great team, a strong brand proposition and a clearly thought out marketing campaign, arrived at after extensive consumer feedback,” said Shariq Patel, VP, Operations.
Radio One has researched over 3,000 songs to arrive at the songs that it believes would work well with the Delhi audience. Radio One’s RJs have too come on board after an exhaustive search.
“Hit Music Testing (HMT) has been our foundation in markets like Mumbai, Bangalore and now in Delhi, and this helps us build the base of Hits on which the programming of the station can further be built on,” said Vishnu Athreya, VP-Programming, Radio One.
“Each of the RJs epitomises what the station is all about – i.e. young, fun, deeply rooted with the local culture of Delhi and fanatical about Bollywood. They will, in turn, give Delhiites their daily dose of non-stop entertainment with No. 1 Bollywood Hits,” said Athreya.
“Research also suggests that Delhi is getting younger both demographically and in attitude. Radio One proposes to reflect exactly that. The station is young, vibrant and full of energy in its radio jockeys and its packaging,” he added.
Murali Muktapuram, Station Head, Delhi, said, “We have already started receiving a large number of responses on the IVR and via SMS. Listeners have welcomed this ‘Hit’ radio station with a lot of enthusiasm.”