Radio One is increasing its footprint in the western region. The station already has operations in Ahmedabad and Mumbai, and from May 12, 2008, Pune has been added to its fold. Vineet Singh Hukmani, CEO, Radio One, said that with this, Radio One has completed its presence in the western markets, which is one of the key areas of its target audience.
An official communiqué stated: “Kolkata is the only station remaining in the Radio One footprint, and by August Radio One would be active in all metros -- Delhi, Mumbai, Bangalore, Chennai, Kolkata, Ahmedabad and Pune.”
Elaborating further on its target group, Hukmani said, “We are targeting a ‘masstige’, i.e., mass with prestige audience, which is Hindi speaking, loves Bollywood, and is definitely more educated. This target is largely the age group of 20 to 34 years. In Pune, Radio One clearly is for the young, urban Pune-ites.”
Pune so far didn’t see much competition in the FM space. The stations in that city that have been around for some time have catered largely to the Marathi-speaking masses. Radio City recently made its foray in that market. Hukmani is clear that this lack of choice for the young urban TG is one of the key reasons why Pune is viewed as a tremendous opportunity for players like Radio One.
Hukmani is also optimistic of Radio One’s performance in the Pune market. When asked further on this, he replied, “We are already number one in our segment, as we are focussed. We are not competing against other radio stations, as they target a different section of audience.”
He added, “We feel the overall national play is going to be divided in two ways. First is a ‘Quantity Reach Player’, that is, a large network footprint play where the player with the most number of stations would win. The other is where we would focus on metro city attitude. The ‘Quality Impact Player’ comes into play here. We feel our metro strategy would help us provide better ‘quality’ audiences, especially to brands who target age group of 20-34. With this strategy, we would be the most efficient in value as we would not charge brands for what we call ‘crass mass’ spillover. We will only charge them to reach their metro ‘masstige’ audience.”
Vehrnon Ibrahim, National Programming Head, Radio One, added here, “We at Radio One target a mindset, and not a demographic. We believe there are huge numbers of people in Pune who are all-India in their mindset, and are equally at home with Hindi as they are with Marathi. Our audience is definitely younger, more educated and can converse even in English if they need to.”
He also said, “However, Bollywood hits peppered with our brand’s ‘Ek Dum Fataafat’ attitude is how we will drive Pune.”
Sangram, Programming Head, Radio One, Pune, observed, “We are very excited about the Pune launch. The buzz in the city already makes us very confident about our programming approach here.”