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Programming re-jigs in Mumbai for Red FM; 360-degree marketing campaign for Delhi

Programming re-jigs in Mumbai for Red FM; 360-degree marketing campaign for Delhi

Author | Jagadeesh Krishnamurthy | Thursday, May 03,2007 9:09 AM

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Programming re-jigs in Mumbai for Red FM; 360-degree marketing campaign for Delhi

Red FM has announced some changes in its weekend programming in Mumbai. Moreover, the station intends to launch a 360-degree marketing campaign in the capital city to promote its RJs and shows in the city. Meanwhile, in Kolkata, where the station celebrated its fourth anniversary on May 2, the channel has decided to play around with the music line-ups.

Speaking on the developments, Abraham Thomas, COO, Red FM, remarked, “We have always believed that success lies in identifying trends before they actually become big trends.”

In Mumbai, the channel has decided to bring in new shows on Saturdays, which include a comedy show, and ‘Malishka Once More: By Public Demand’. On Sundays, the channel will have a superhit top 30 countdown show and ‘The Suresh Menon Show’.

Meanwhile in Delhi, the channel intends to position the RJs as the sub-brands of the channel by employing a 360-degree marketing approach. “Our philosophy is that RJs are properties of the station that are remembered by the audience. We will be promoting the key shows in the city with this campaign,” Thomas observed. The channel intends to have an integrated marketing campaign with on-air, hoardings, auto backs and bus shelters.

Based on the research findings from the Digital Music test available from Kolkata, the channel has tweaked its music and a new line-up of talent in the city. The channel had organised on-ground activities in the city with Sania Mirza.

Tags: e4m

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