Just three months after its launch, Radio City Chennai is going for a makeover. The channel’s programming content, which was predominantly Tamil till October 27, will now be 70 per cent in English and Hindi, and the rest in Tamil.
Elaborating on the strategic importance of the change, Vikas Varma, National Programming Head, Radio City, said, “We have studied the listening habits of the Chennai people and came to a conclusion that the music tastes here are diverse. Chennai also enjoys English and Hindi music content.” He further said that Radio City strongly believed that listeners should not be deprived of their favourite music and, therefore, decided to change the programming format.
According to the new programme schedule, the driving time show would he hosted by RJ Solomon, who would play hit English music from the 70s, 80s and 90s between 7 am and 10 am. “This would be a wonderful way for people to start their day,” said Varma.
“In the 5 am to 7 am slot we believe we need to play calm and positive music, therefore, in this slot the channel would play world fusion and western classical music,” he added.
English and Hindi music would also occupy the evening prime time slot between 4 pm and 6 pm, which would be hosted by RJ Sharmili. The 9 pm to 12 am slot would also be occupied by Hindi and English music. Radio City would play Tamil music only from 6 pm to 9 pm and in the afternoon slot.
Meanwhile, commenting on the transfer of Madhu Sudhan, who was the station head in Chennai, to Mumbai, Varma said, “I requested him to give his services directly to the national team and, therefore. he has been transferred. I Ahmed, Head of programming, Radio City, Chennai will continue to render his wonderful service as Programming Head, Chennai.”