94.3 Radio One which runs differentiated formats in all its 7 cities has established differentiation in Chennai by launching Chennai’s first 100% Bollywood music station on July 6th, 2015.
The Chennai station of 94.3 Radio One will now operate under the philosophy of 100% Bollywood, 100% Chennai. While the music will be from Bollywood films, spoken content will continue to be about the city of Chennai and its movers & shakers.
“Chennai has changed drastically in the last 5 years on many positive aspects. It is a much more cosmopolitan and globally connected city now than ever before. Movie screens have begun to push both Bollywood and Hollywood cinema while continuing the best of Tamil cinema. With many IT professionals from different Indian cities now residing in Chennai, and growing affluence of ‘retail entrepreneurs’ who love Bollywood as much as they love Tamil music, the time is ripe to give the city a Bollywood station as there is already a sea of accomplished Tamil stations,” said John Justin, Station head Radio One Chennai.
“We believe that the upscale educated Chennai-ite will lap up the fusion of Bollywood music with spoken content that continues upscale educated Chennai flavor. To commemorate this we have launched the change in format with a new content property where we pay tribute to Chennai legends like Rajnikant, AR Rahman, Mani Ratnam, Kamal Hassan, Sridevi and new stars like Shruti Hassan, Dhanush and many more who have made successful cross overs into Bollywood and made every Chennai-ite proud. We are also launching Salman Khan’s new movie Bajrangi Bhaijaan for the city of Chennai with special screenings for our listeners and customers,” said Anil Machado, Chief programming officer of Radio One.
“The marketing build up to the change is being done both on air and on social media with the theme #LoveTheChange which highlights how Chennai has evolved into a global city and its people love the changes that make the city a better place and how it’s movers and shakers are taking the city to a new level and we are sure listeners in Chennai will #LoveTheChange on the station,” said Shyju Varkey, Chief Marketing officer of Radio One
“We are delighted with the initial response of advertisers where our agency and client partners were pre-involved in a research to ascertain the viability of the change of format from a revenue perspective. The change to Bollywood not only has their blessings but we have received numerous ideas from clients and agencies on how to enhance long term associations with local advertisers. We are also enthused by the response from Bangalore based advertisers who are also looking to advertise in Chennai since they have already tasted the success of our 6 year leadership in the Bollywood format in Bangalore,” said Saurabh Sehgal Chief Sales officer of Radio One.
“We are India’s only differentiated radio network focusing on well profiled upscale educated Indians and this is a natural extension for us in Chennai to be ‘away from the herd’. Using the powerful combination of a fully differentiated product on air and online tribal aggregation, which we have pioneered in other cities earlier, we look forward to our business margins growing with this change in Chennai. Our teams in every city enjoy being at the forefront of transformation and differentiation and as an organization we truly #LoveTheChange. This is what prepares us better for the next phase of FM radio in India,” said Vineet Singh Hukmani, MD & CEO Next Radio Ltd (Radio One)