Nine FM, Sikkim’s first private 24 hour FM station, went on air from September 25. The FM station would be available to people within a radius of 30 km around capital Gangtok. A talk and music station, Nine FM will have contemporary and evergreen hits in Nepali, English and Hindi. The station is an initiative from Kolkata-headquartered Chinar Circuits Ltd, which has interests in real estate, hospitality, education, media and entertainment.
Announcing the launch of the station, Bobby Gupta, CEO, Chinar Circuits Ltd, said, “The programming mix has been drawn up to address the aspirations and interests of the people of Gangtok. It will include a rich mix of music, updates on sports, technology, films, books, careers, fashion and lifestyle, interviews with national and international celebrities, humour and drama. There will be special programmes dedicated to the search and promotion of local talent.”
Ayon Banerjee, Programming Head, Nine FM, said, “True to our motto – ‘Your song, your voice’ – all programming on Nine FM will be highly interactive. Listeners will be encouraged to call in live or write in through e-mail and SMS to share their views on the topics that we discuss as also to give us their requests for the songs. The station has put together the largest ever collection of Nepali music by a radio station in the world. Besides Nepali, the station has compiled a large repertoire of English and Hindi and music across genres and periods.”
Explaining the brand building strategy for the station, Gupta said, “The station will build a community around the station. This would bring in much higher emotional involvement with the station brand as also with the advertiser’s brand. For this, we will go beyond programming and organise a large number of on-air and on-ground promotions through the year. We will also use Web 2.0 in a big way.”
The creative campaign for Nine FM is being handled by Shivjeet Khullar-run agency K-Factor.
Meanwhile, Nine FM has made arrangements with Big River Radio India Pvt Ltd, a Delhi-based radio advertising specialist firm, to market airtime for its stations in Siliguri and Gangtok amongst national advertisers.
Sunil Kumar, Managing Director, Big River Radio, said, “Nine FM will be a benchmark for delivery of value for advertisers’ money. We’ll be happy to work with advertisers and their creative and media buying agencies on the use of radio as a part of their marketing plans for North Bengal and Sikkim."