Radio One’s international Mumbai and Delhi radio stations have gone online. The stream is a ‘re-broadcast’ of the existing terrestrial radio stations. The stream can be heard by international music lovers anywhere in India, but will retain its distinct Mumbai and Delhi flavours as far as spoken content goes.
Commenting on the development, Vineet Singh Hukmani, MD & CEO, Radio One said, “This is a milestone change and we thank music companies such as Universal Music, Sony Music, Virgin Music, and others for recognising that web-casting of existing terrestrial radio feeds (radio re-broadcast) in India presents a new possible opportunity with Phase III of FM radio round the corner, combined with 4G and the fast improving broadband space.”
He further said, “This is an exciting stepping stone for all concerned into a cost effective digital future. We will attempt to get closer to our international format listeners like never before and be able to target better for our advertisers. Though revenue growth from this alone will take time to scale up, it allows all of us an exciting opportunity at an affordable cost.”
To launch the web cast, Radio One created a promotional campaign on air and social media called #LetsGoOnline. The campaign started with a new song created in-house by the Radio One team that recognises that humans were ‘born to be online’. Social media is being used for a contest that encourages listeners to make their own video for the song.
Shyju Varkey, National Marketing Head, Radio One elaborated, “Our well profiled audience across India has been requesting an international station since we launched 18 months ago in Delhi and Mumbai. Listeners in these two cities too have been demanding their favourite radio station be heard online. A cumulative reach of 9 million people in Delhi and Mumbai alone through FM radio gave us the confidence to go online and expand this base of higher net-worth educated audiences pan India. With our new website, we hope to enhance the social media connect with Radio One and to engage our audience superlatively.”
A special debate on Radio One and on Twitter will encourage listeners to converse about ‘why they love being online’. The station will pay tribute to brands that have both globally and locally gone online to create a better and convenient world for people.
A new website has also been created with the objective to allow listeners to ‘Listen’, ‘See’ and ‘Read’ all about the station’s initiatives. ‘Listen’ connects to the online stream. ‘See’ connects to any recorded or live video happening at the stations. ‘Read’ allows a first-of-its-kind Facebook driven navigation system that allows the user to experience website functionality with all the strength and connectivity of Facebook. The tabs on the ‘Read’ Facebook driven section allow users to connect to the hosts, read about the station’s campaigns, and connect to audience interest areas in the domains of music, food, travel, sport, and luxury through a simple ‘timeline’ approach.
For the record, Radio One is joint venture of Next Mediaworks and BBC Worldwide and operates stations in Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Kolkata and Chennai.