Radio City’s online property PlanetRadioCity.com is reaching out to a younger listener base with the Junior RJ Hunt initiative. The hunt, which concluded recently in Mumbai, saw 1,000 entries from kids in the age group of 8-14 years. Participants also had the option of recording their audition sound and mailing them to the website.
Four kids have been selected as winners and have undergone a six-day training process with the RJs of PlanetRadioCity and Radio City.
Commenting on the rationale behind the Junior RJ Hunt initiative, Rachna Kanwar, VP and Business Head, Digital Media and New Business, Radio City said, “The whole idea was to explore new formats and concepts. We wanted to do something for the kids during the summer holidays and hence, we thought of Junior RJ Hunt.”
PlanetRadioCity promoted Junior RJ Hunt through on-ground activities, posters, social media platform and on its channel Radio City.
Although there weren’t any brands associated with the web channel for the Junior RJ Hunt, the channel has advertisers such as Lipton Ice Tea, Cadbury, KFC, Muthooth Group and Pizza Hut, among others.
Meanwhile, the four winners – Anusha Chakrabarty, Vini Chawla, Aman Malik and Aisha Qazi – will now get a chance to host their own radio shows on PlanetRadioCity, starting May 17, 2012 which will continue till June 8, 2012. These shows will be aired every Thursday and Friday between 1:00 PM and 2:00 PM.
PlanetRadioCity is planning to launch some more properties in the coming months.