Hyderabad now has a new FM station to tune to – Radio City 106.4 FM. The station was launched with much fanfare by Telugu actor Nagarjuna on May 29, 2006. This is the fifth FM station of Music Broadcast Pvt Ltd (MBPL), Radio City’s promoter, in India.
Radio City 106.4 FM will go on-air on May 30, 2006 with an exclusive hour-long tête-à-tête with Nagarjuna, which will be hosted by RJ RJ Vamsee on his early morning show ‘Kusalama... Hyderabad’.
Radio City’s programming for Hyderabad is an outcome of an extensive and in-depth research undertaken by industry experts. This has resulted in a host of customised Hindi and Telugu programmes reflecting the ‘true Sound of Hyderabad’.
The findings of the research have helped the FM station to provide listeners with intelligent, collective and family entertainment. With innovative shows like ‘Re-charge Hyderabad’, ‘Chalo Chalte Raho’, ‘Life ho to Aiseech’, and ‘Filmcity Express’, especially developed for Hyderabad, the programming mix of Radio City 106.4 FM includes shades of romance, comedy, josh, fantasy, novelty, unpredictability and masti – something to please everyone, in every mood.
Speaking on the occasion of the launch, Apurva Purohit, CEO, Radio City, said, “We are thrilled and proud to launch in Hyderabad. Our research helped us to understand the minds of the ardent Hyderabadi listeners and confirmed that Hyderabadis will love the Radio City kind of music and programming content. Hyderabad is an extremely important market for us and we are eagerly looking forward to engage with our listeners. Our music expertise, innovative programming line-up, and our brand promise of ‘City Mein Kho Jao’ will enthuse listeners to indulge and escape with the help of music. We hope the success we have enjoyed in cities like Bangalore, Mumbai and Delhi with listeners making Radio City an integral part of their lives would be duplicated here in Hyderabad as well.”
As a prelude to the launch, Radio City had organised a RJ Hunt in Hyderabad, which received an overwhelming response. The selected RJs were provided rigorous training to hone their skills to develop them into all-round professionals.
The launch of Radio City 106.4 FM is supported by a 360-degree marketing campaign. Some of the off-air initiatives to connect with the listeners include road shows, human inflates at high density areas, Radio City booths at malls and multiplexes, on-ground contests and events, Radio City branded buses, and cavalcade around the city, among others.
Radio City has so far captured the hearts of listeners across Mumbai, Delhi, Bangalore and Lucknow and has recently won licenses in 16 new Indian cities under the Phase II of FM expansion.