Radio Today, the radio arm from India Today Group, has announced the first talk format FM channel to be launched within two to four weeks. The first channel will be launched in Delhi, followed by Kolkata and Mumbai. The company is not ready to announce the name of the channel yet, although it has been registered with the Ministry of Information and Broadcasting.
“The radio channel is on 104.8 Mhz frequency and is targetted at women. The talk format would be an interactive one that would comprise a variety of subjects. Unlike other stations where talk is the link, we will have music as the link, which will be in proposition to how much an individual listens to music in real life. The talk format would be a 100 per cent interaction between the host and listener,” said Anil Srivatsa, COO, Radio Today.
Srivatsa added that the biggest challenge is to find the right talent. “Talking is not so easy because you address to a variety of listeners and they have to be kept engaged. The process is only complete when the listener responds. Thus, a two-way communication is important,” he explained, adding that the channel would centre on topics related to women.
On the emerging market trends in radio, Srivatsa said, “Talk radio is going to be big. Though it is a new concept, it is certainly an emerging trend in India. It takes a lot of personal and professional courage to do this, and Radio Today believes in ‘it is fantastic to be different’.”
The company has already hired ‘radio-hosts’; ‘jockey’ is considered a taboo word for a channel that will play very little music, opined Srivatsa. He added, “People feel the need to communicate and the anonymity of the radio medium will work in their favour. Our name and positioning are committed to women, and we will be playing all kinds of music.”