Radio One 94.3 FM, a joint venture of BBC and Mid-Day Multimedia along with OnMobile Global Ltd, a Mobile Value Added Service (MVAS) company, has launched a premium service in Bangalore. The service allows radio fans to enjoy interactivity through mobile with custom offerings from Radio One by just dialling 505101094 (1255594 on BSNL). This service is a spinout of Infosys Technologies, which provides these services on a managed services model. The service which is currently available in Bangalore, would shortly be offered in other cities across India.
The service offers select programmes in many genres to suite different moods that one can access any time through mobile, be it comedy programmes like Rajni Sir, K T Kunjumon and Chamrajpet Charles. The romantics can record their messages for their loved ones and can get them aired on Radio One. There is also a quiz contest running that listeners can participate in through mobile. Also, the initiative provides better value to its advertisers as they can use the MVAS platform to reach their TG. Keeping in mind that interactivity is the key, there is special focus on programmes to augment the station’s participation quotient with its listeners.
Vineet Singh Hukmani, CEO, Radio One, said, “We have encouraged each of our station heads to come up with innovative revenue alliances that first impact a city and can be taken nationally with proper upscaling. The OnMobile tie-up is one such activity out of Bangalore. We will continue to innovate in the technology space that helps us create more listenership participation, adds to revenues and generates differentiated value to advertisers.”
Arvind Rao, CEO and Co-founder, OnMobile Global Ltd, said, “We expect good consumer uptake of this service because of the consumer connect that Radio One enjoys with its listeners. Our experience has shown that relevant and localised content is key to a successful MVAS service.”
“The mobile space is very fertile, and this move represents yet another foray towards creating loyal, young urban cool communities for the Radio One station. Additionally, we will now be able to offer more effective and measurable, 360-degree solutions to our advertisers,” added Shyju Varkey, Station Head ,Bangalore.
OnMobile, is a Value Added Services (VAS) provider and a spinout of Infosys Technologies, incorporated in 2000 to develop cutting-edge software VAS solutions for the global telecom industry.