While license holders of FM Phase II are busy mulling how to position their stations in an increasingly crowded market, 91.9 FM Radio Indigo has decided to go niche, or what it calls ‘non-mass’, focusing on pure contemporary international music. Promoted by Jupiter Capital Venture, the FM station was launched in Bangalore on September 19.
Radio Indigo will cater to English music aficionados in the city, playing a wide range of genres like pop, classic rock, hip hop, jazz, world music, etc. Radio Indigo has roped in voices like Rohit Barker, Cindu Chandrasekhar, Geoffrey Thomas, National Programming Director, Radio Indigo and Carlton Braganza. It has also tied up with international companies for two syndicated countdowns – The American Top 40 with Ryan Seacrest of ‘American Idol’ fame, and The Top 20 countdown with Casey Kasem.
Queried about the choice to venture into a niche segment at a time when Radio Mid-Day became a mass channel changing its niche appeal, K Sanjay Prabhu, COO, Radio Indigo, replied, “We are not a niche station. We are a ‘non-mass’ station with a sizable audience in a cosmopolitan city like Bangalore. Every idea cannot be applied to each city. Having understood Bangalore, we feel nearly one million people out of around six million population of the city will tune in to our station.”
When asked whether advertisers would be interested in placing their ads in a station whose appeal was limited, Prabhu said, “Our station is extremely upmarket, targeting SEC A+, A and B segments, whose propensity to spend is high, who are well-exposed to global trends and are young and yuppie. With profiteering and more stations coming up in a single city, the market has become more segmented. But there are audiences whose interest is yet not catered to. In such a market, advertisements should go where the target group congregates. We believe we have the right audience for the right marketers.”
“We will expose the audience of Bangalore to the best in world music,” Prabhu added.
On the marketing initiatives, Prabhu said, “We will be holding several on-ground events for creating awareness at places like Pizza Corner, Barista, etc., through flash promos.” Radio Indigo has also won a license for the Panaji station, which Prabhu expected to be up by the middle of 2007.
The radio station also has a website with a .FM domain name, www.radioindigo.fm.