Radio One has tied up with the Indian arm of International Traffic Network to provide listeners with traffic updates in Mumbai. The updates would be aired during the FM station’s morning show, ‘Good Morning Mumbai’ from 7-11 am every morning.
International Traffic Network, a global leader in monitoring traffic worldwide, uses sophisticated methods in ensuring data consistency and emphasises development of the reporting network using people as well as sophisticated technology to ensure accuracy in reporting. Traffic is monitored by digital and web cameras at over 100 locations across the city, images from which are relayed to the police headquarters in Mumbai.
A mobile network adds to the accuracy, and the company has also set up a network of 180 ‘static external spotters’, that is, people who report from a location where they are based, such as an apartment or an office booth, to ensure that the person reporting is familiar with the situation and not just a commuter or a passer-by who might report “heavy traffic” when the flow is just as per usual for that location.
According to Vehrnon Ibrahim, National Programming Director, Radio One, “This is ‘Traffic Fataafat’ on Radio One for the ‘Fataafat Generation’. The increasing road congestion makes traveling an arduous process for our urban listeners, and providing them with accurate traffic information along with great music is in line with Radio One’s mission of providing that relevant and instant connect with whatever is of value to our audience.”
Vineet Singh Hukumani, CEO, Radio One, said, “We are metro innovators. Introducing this state-of-the-art service for our listeners is just one example of Radio One’s commitment to providing creative solutions for our listeners.”
Commenting on the tie-up, Michael Paul, CEO, International Traffic Network, said, “Globally, we’ve seen the value of reliable updates to commuters and are delighted to partner with Radio One in making this pioneering service available to city travellers in Mumbai, and soon in other cities as well.”
Radio One has six stations operating in Delhi, Mumbai, Bangalore, Chennai, Pune and Ahmedabad, and will soon launch in Kolkata.