Radio Today Broadcasting Ltd, the radio division of the India Today Group, on Wednesday rolled out Meow 104.8 FM in Delhi, India’s first talk-based radio station for women. Meow stations are due for launch in Mumbai, Kolkata, Amritsar, Patiala, Shimla and Jodhpur in the coming months.
Said Radio Today COO Anil Srivatsa, “Talk radio is an exciting, new concept and will certainly be an emerging trend in the Indian market. The launch of Meow 104.8 FM has taken immense courage and Radio Today believes that it is fantastic to be different. We believe that there are a lot of facets of a woman that can be brought alive by radio. The anonymity of radio is an added strength.”
Added Srivatsa, “Looking at it another way, we have people spending most of the time thinking, the process punctuated by music. Radio Today’s programming will reflect this everyday reality by making talk primary and music secondary. Meow 104.8 FM will seek to be the voice of the woman.”
Said India Today Group’s CEO Ashish Bagga, “The radio market is not only cluttered but challenging too. A niche radio station is the need of the hour and the way to go in today’s times of low attention spans with the existing multitude of similar FM stations. We have put in exhaustive research in identifying the station’s positioning and developed a programming mix that will deliver an enjoyable experience for our listeners.”
Meow 104.8 FM has a potent mix of programming for the ‘she’ listener. Its tagline ‘Thodi Meethi, Thodi Catty’ reflects the station’s positioning, conveying its desire to appeal to the myriad moods of a woman.
Meow 104.8 FM claims its ‘on-air hosts’ will engage with the listeners on a real level. The exchanges between the hosts and the audience will be aired completely unscripted and live.
Radio Today to soon launch women-centric channel