Meow 104.8 FM, the talk-based radio station for women from Radio Today Broadcasting Ltd, has developed new ways to reach to its listeners. It has tied up with Icomm Central to develop mebeingmyself.com, an online shopping website targeted solely at women. Additionally, the radio station, which currently has its presence in Delhi and Kolkata, has designed an on-ground live studio, and has christened it ‘Hum Tum’. The two properties were launched in the Capital on December 28.
The new website currently focuses on Delhi, and Icomm Central has tied up with various beauty parlours in Delhi, among others, for free delivery of purchased goods. Meow FM, through a recent contest, chose 19-year-old Manya to be the face of the website. The radio station would promote the website and its various offers, from time to time.
On the other hand, according to Gilroy Ashley Tills, Senior Vice President and Head-National Impact, Radio Today Broadcasting Ltd, ‘Hum Tum’ had been designed to relay live shows by connecting to the people in and around a particular environment. ‘Hum Tum’ was launched in the Capital by airing live Meow FM’s three-hour evening drive time show, ‘Tu Tu Meow Meow’. Tills added the property could be used by retailers, who would want more footfalls by having the station’s shows aired from within their premises.
Shahaji Sovakar, Programming Head, Meow 104.8 FM, said, “We always believe in doing things differently. ‘Hum Tum’ allows us to come face-to-face to our target audience and helps us get their opinions.”
Tills added that the new properties would be taken to Kolkata soon, as well as in Mumbai where the station is expected to launch in January.