Pudhari Publications, publisher of the Marathi newspaper ‘Pudhari’, has decided to christen its radio venture as ‘Tomato FM’, following a contest in Kolhapur and Sangli that the company has licenses for.
The stations, already in their test phase, will have their official launch in the coming weeks as soon as the Broadcast Engineering Consultants India Limited (BECIL) hands over the Common Transmission Infrastructure (CTI). The marketing campaigns for the new station will have the tagline, ‘Ekdum fresh!’
Broadcasting on a frequency of 94.3 FM, the station intends to play for the masses with its mix of Marathi and Hindi programming. “Our target group ranges from 16-year-olds to 50-year-olds, and as a result we will have a mix of all kinds of content on air. The language of the station will be Marathi and we will play Hindi music along with a bit of Marathi music in the afternoons,” observed Naval Toshniwal, CEO, Tomato FM.
Speaking about the marketing plans for the radio station, Toshniwal noted that through their newspaper, promotional articles as well as advertisements were featured as a built up for the launch. “In the coming days, after the launch of the stations, we will concentrate a lot on on-ground activities,” he added.
After targetting the local retailers in the initial stages, Toshniwal also revealed plans to target the large corporate houses after establishing the stations completely.