Following the launch in Ranchi in July 2008, Radio Dhoom, the FM venture from Prabhat Khabar, launched in Jamshedpur on September 14. With the tagline ‘Tension Nahi Lene Ka’, Radio Dhoom is targeted at the 14-35 age group.
Commenting on the launch, Kamal Kumar Goenka, Group Vice President, Neutral Publishing House Ltd (Prabhat Khabar), said, “We are delighted to announce that after the great success of Radio Dhoom in Ranchi, now it will beam to thousands of people of Jamshedpur. Radio Dhoom is targeted specifically towards the youth and their lifestyle trends. Jamshedpur is more cosmopolitan, having discos and other happening places, but our strategy will be different and we will be promoting regional songs along with the usual Hindi chartbusters.”
On the programming line-up, Sanjeev Kumar Singh, Chief Administrator, Radio Dhoom, “The morning programme, ‘Salam Jamshedpur’, highlights the achievements of the people of Jamshedpur; ‘Kya Cool Hain Hum’ focuses on the unfulfilled promises of the Government; ‘Yeh Hai Jamshedpur Meri Jaan’ is about the developments in the city such as a new mall, fashion trends or the latest gadgets; ‘Dil, Dosti, Love Junction’ is where one can catch the latest blockbuster Hindi songs.”
As for marketing and advertising plans, Goenka said, “We will be promoting Radio Dhoom through print at the local level with ads in Prabhat Khabar, and also on the Internet, SMSes, hoardings and BTL activities.”
Prabhat Khabar forays into FM space with Radio Dhoom launch in Ranchi today