Radio City 91 FM will be going live 24 hours a day from September 26. The channel claimed that this initiative was a path breaking one and was bound to create a record in the history of Indian entertainment industry, more specifically in the segment of private FM radio.
“It is a big and bold effort by us, but then that’s what you expect from a station like Radio City, which believes in innovation and has shown the way for the rest of the FM industry to follow,” said Apurva Purohit, the FM channel’s CEO.
The efforts put in by the station to execute to go live on-air for 24 hours calls for intensive detailing and planning. Added Purohit, “Innovation is the hallmark of a leader. We have all the firsts to our credit – be it ‘Babbar Sher’ or ‘Kya Baat Kar Raha Hai’ in the humour genre or Love Guru in the agony-aunt genre, besides being the first private FM radio station to follow the ‘hit music’ format.”
“Our popularity is soaring across the country and the proof is in our recently concluded ‘City Bajao, Car Le Jao’ promo in Delhi, which got us a stupendous 47.24 lakh SMS responses in just seven days. It is another record that will create benchmark for the rest to follow,” Purohit further said.
“Going 24 hour live is a benchmark initiative, a first for the industry. This initiative of ours was backed by another exclusive activity planned specially for Mumbai listeners. For three days in a row Radio City 91 FM gave its listeners a chance to be heard live on-air as their most favourite RJs went ‘missing,” said Purohit.
Radio City made their RJs disappear without any prior notice from Friday morning for three days. Listeners were asked to look for them and send in their response on the whereabouts of the RJs. This exercise also witnessed a remarkable number of calls and walk-ins in the FM channel’s studio.
Elaborating on this, Purohit said, “We had listeners calling in with their messages from Friday early in the morning. We even had people landing up at our offices to find out what has happened to their favourite RJs. Messages from people ranged from funny to the bizarre. While some messages said our RJs had eloped to get married, others pleaded with the RJs to come back from wherever they were.” There were a host of ground activities to support the initiative.
Besides its existing RJs, Radio City will have a bubbly and youthful RJ Archanna to host their morning show ‘Kasa Kai Mumbai’ starting from today.