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.