South-based business conglomerate Muthoot Group has ventured into the media space with its first radio channel, Chennai Live. The talk radio is targeted at the 25-plus age group. The Group has invested Rs 20 crore in this radio venture, and according to George M George, Executive Director, Muthoot Group, “This is just the beginning of our media enterprise”.
With a 120-year business track record behind it, the Muthoot Group had been contemplating foraying into the media space for some time now. George said, “The success of Muthoot Group is a result of having grassroot level of understanding of the local environment and consumers’ needs. We have used this knowledge to continuously come up with innovative products and services. Chennai Live is one such endeavour from our Group to help meet the information and entertainment needs of Chennai’s knowledge seekers and success aspirants.”
Prem Kumar, Station Head, Chennai Live, defined the radio station’s TG as “the evolved, intelligent Chennaite, who wants something more from radio. It is meant for people who have a point of view and would like to participate or associate with the changing face of Chennai”.
Primarily focussing on increasing the radio listenership base in Chennai, Sunil Kumar, Advisor, Chennai Live, and MD, Big River Radio, said, “None of the new entrants after Suryan and Mirchi have been able to increase radio listenership in Chennai significantly. We would, therefore, target that sector of the audience that is not listening to radio and has not been able to associate with today’s radio.”
The programme content of Chennai Live would be mainly focused on talk shows by way of discussions and debates with studio guests and listeners calling in. With the Government barring news and current affairs from on air discussions, Sunil Kumar pointed out, “There is always scope for opinions to be placed without projecting any political affiliation. Moreover, there is huge scope for discussion on books, culture, history, music, health, sports and live coverage of events”. The channel would be bilingual (Tamil and English) along with a mix of Tamil and international music.
With marketing strategies ranging from promotional events to media campaigns, Chennai Live targets the premium brands in terms of revenue. “We plan to get operational in all the metro cities of India and then slowly target other cities as well,” George added.