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Radio Today's RED to go aggressive with new programming initiatives

13-November-2002
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Radio Today's RED to go aggressive with new programming initiatives

The late entrant among the private FM radio stations in Mumbai, Radio Today's RED is gearing up for fresh programming initiatives based heavily on movies and sports to woo the FM listeners. The station plans to bring live action on air shortly.

Speaking to exchange4media, Radio Today's Programming Head & Executive Producer, Vehrnon Ibrahim said, "We plan to be where the action is, whether it is a college show or a disco or pub or anywhere else. We got big surprises up our sleeves for our listeners for the next six months. Every month we are going to have some thing new for our listeners."

He refused to divulge any further details about the new programming initiatives but added, "This country moves on movies and sports. And I'm sure no programmer in this country can miss out on that. And that's going to be the area where we are going to focus heavily on."

The action going on in Mumbai is very soon going to shift to Delhi also as Radio Today is in overdrive to be the first among the private FM stations to enter Delhi. It does not want to lose out on the first mover advantage. In Mumbai, before RED entered, four private radio FM stations had already been launched. But it is planning a different story in Delhi as it plans to be there some time in January next year ahead of the competition as claimed by Ibrahim. The company is working out the operational logistics currently. The recruitment of the key members of the core team is also under process.

How far the new programming is going to be different only time can tell. But one thing is sure listeners won't complain as currently there is too much of the same variety that it becomes difficult to differentiate between the two FM radio stations!

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