Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Radio City looks at innovative programming to push up listenership

31-July-2002
Font Size   16
Radio City looks at innovative programming to push up listenership

Radio City is looking at innovative programming as a tool to push up radio listenership. As part of the innovative programming thrust, the team has come up with yet another concept character, Sister Stella—much along the lines of its other popular fictitious local ‘slanguage’ spouting character— Lingo Leela.

With the creation of Lingo Leela, the station was able to hit upon both—a link to connect with the city’s cosmopolitan mix, as well as advertisers who latched onto this concept as a unique mode of advertising.

Interestingly, Spice Telecom has been the key sponsor for Lingo Leela, who’s fun lessons on the usage of ‘local slanguage’ has become a handbook of sorts for all things Bangalorean.

Sister Stella—the fictitious retired nurse—is now set to become Bangalore’s on-air agony aunt and offer ‘melodies for maladies’ by way of solutions to all problems connected with city life.

According to an IMRB survey done after the launch of Radio City in Bangalore in July 2001, the overall radio listenership had gone up from 54 per cent to 73 per cent in the first three months of the launch of the first private FM station.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Strategized and executed by WATConsult, the campaign portrays different personalities through different shades of make-up.

At the recent unveiling of the Pitch Madison Advertising Report 2018, industry leaders from Dominos, Titan Watches, Nature’s Basket and Big Bazaar drew their conceptual learnings on factors that build...

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.