The signs of differentiation are slowly, but surely gathering momentum. Last time we reported Mirchi going totally Hindi thus catering to a mass audience and now its Red that's brought in some innovative programming in-tune with its USP. The latest show on air on RED has some DJ mixing, and the mixing is going to be done live by the popular DJ- Nasha, in the studio.
DJ Nasha has been the World DMC Champion India for 2 consecutive years and has worked with various international artists like No Mercy, UB-40, Dogstarr (Keanu Reaves Band), DJ of Ministry of Sound and DJ Xavier Perec (Amsterdam lounge DJ), and is well known in the music and party circuits internationally.
Talking about the introduction of this unique programme, Nishchint Chawla, COO, Radio Today said, "We are excited with the response that we have received from our listeners. DJ Nasha's style and music has always been highly appreciated, and therefore we decided to introduce this concept to enable the listeners to savour his music in its true spirit."
The thought behind the launch of the show is that the listeners should be able to party at home with the same kind of live mixing experience that they have in a discotheque. Also, this 4 hour long Saturday night program, scheduled from 8 p.m. to midnight, does not have any commercial breaks in between."
But since the show is aired at a prime time, no commercials would mean a loss of revenue. Comment Chawla, "This had to be done if we are to give our listeners a true non-stop experience. Since this was of utmost importance in this show, one had to do without the commercial breaks."
The show also accompanies a contest that allows the listeners the sms interactivity to participate.