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WorldSpace chooses Chennai as next destination

16-November-2004
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WorldSpace chooses Chennai as next destination

By the first week of December, WorldSpace plans to enter Chennai with a different marketing strategy, says Sanjay Ramakrishnan, Director, Consumer Audio Business. “Our campaign in Chennai would be in the same lines as in Bangalore,” he said.

Elaborating more on the strategy, he added, “Exploring the Chennai market is going to be a challenging experience for us. We would start with an awareness building campaign and build the category there. We want to tell the consumers in Chennai that this is the new way to listen to music.”

Asked on how they were planning to penetrate the Chennai audience, he said, “We have regionalised the content too. Other than the 30 channels that would be available to the consumers, we are providing them 24-hour Tamil and Karnatik music. So, the regional channels have been included to drive the programming.”

Recently, the radio station tied up with Tanishq in Bangalore for Diwali contest that ran up to November 14. “This is the first time after the repositioning of the radio station in January that we have come up with a joint alliance with a major corporate. We believe that this would leverage the brand and at the same time make the radio station interactive,” he said.

Asked if WorldSpace was planning tie-ups with corporates in Chennai as well, Ramakrishnan said, “Yes, we are looking at alliances with good companies in Chennai too. However, all our tie-ups will be skewed towards providing good quality content to our listeners.”

WorldSpace repositioned itself in January and spent a reasonable amount on advertising and brand building initiatives. So what’s the future plan? He responded, “We are looking to make a landmark in terms of achieving it in two to three months.”

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