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Radio Misty revamps Sikkim station; marketing budget pegged at Rs 5 lakh

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Radio Misty revamps Sikkim station; marketing budget pegged at Rs 5 lakh

With an aim to incorporate listeners’ choice and suggestions for content and music, which was the outcome of a survey involving a sample of 2,000 people from all age groups, Radio Misty has revamped the content and music of its Gangtok station beginning Monday, April 5, 2010.

The FM station has increased its focus on new shows, wherein it will give more priority to music by local bands and artistes. Radio Misty will also air the interviews of local artistes.

Only the Gangtok station has been revamped in this phase. Radio Misty’s second station in Siliguri will follow suit soon. The FM player will run a multimedia campaign to spread the awareness of its revamp, which will extensively use print, television, radio, and OOH. The focus will be on the theme of 24-hour live station. Around Rs 5 lakh has been earmarked as the marketing budget for the campaign. Darpan is the creative agency of Radio Misty.

In conversation with exchange4media, Nishant Mittal, CEO, Radio Misty, said, “We see ourselves as the clear market leader in Sikkim as we have been a listener-friendly station, where listeners design the music and content of the station. Radio is the best people-friendly medium with connect. The idea behind this was to incorporate listeners’ choice and suggestions for content and music. We had a survey where a sample of 2,000 people from all age groups was taken. This apart, we invited listeners to come forward and send their suggestions. We got an overwhelming response, and based on this, we changed our content and music.”

Speaking more about the revamp, Mittal said, “We have focused on more shows. The blend of music will now have music from local bands and artistes on priority. Local artistes and their interviews will also be in focus. As our motto says, ‘Local station, local people, local voice and local choice’, we will extensively focus on local things. We have made a content research team which will help RJs in value addition to their shows. We are giving lot of options to our clients, apart from regular ad sales.”

He further said, “Radio Misty always believes in innovation and interaction. In this process, we made these changes. This fresh look and feel will have fresh voices of radio jockeys. We have started a new campaign titled ‘One and only’, where we focus on Radio Misty being the only FM station in Sikkim that is 24 hours on air and the making of the market leader.”


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