Red FM goes all Hindi in Kolkata

The new positioning is targeted at making the station stronger in its core advertising audience listenership of 25-44 years SEC ABC

e4m by Surbhi Bhasin
Published: Jun 27, 2012 8:37 PM  | 2 min read
Red FM goes all Hindi in Kolkata

Red FM Kolkata has switched over from being a Bengali station to a complete Hindi station, including having its RJs converse in Hindi. The station is now repositioned as ‘Kolkata’s Only Superhit Hindi Radio Station’. The step has been taken to cater to the huge base of Hindi music lovers in Kolkata.


Speaking on the new positioning, Nisha Narayanan, Senior Vice President - Projects and Programming, Red FM, said, “Based on a recent research, we found that Hindi music is in high demand in Kolkata and decided to take the leap. We were a Hindi station two years back and majority of our listeners still associate us with Hindi music. So we decided to change formats and call ourselves ‘Kolkata’s Only Superhit Hindi Radio Station’. To the product change, we have added an attitudinal tonality through an on-air and off-air campaign – ‘Ab Sabki Bajegi’, which will reinforce the core brand attitude of ‘Bajaate Raho’. The campaign promises to take up key issues related to Kolkata in a fun and quirky way to create interesting content for our listeners.”

She further said, “The new positioning is targeted to make us stronger in our core advertising audience listenership of 25-44 years SEC ABC. We are getting very good response from audiences across all age groups.”

Red FM has launched an outdoor campaign across Kolkata, supported by social media activation of communities. To mark the occasion of repositioning of Red FM Kolkata, the station organised a big bash June 20, where the guest list included ministers, bureaucrats, senior police officials and industrialists, besides P3 socialites and Tollywood stars.

As for the content, the station has launched new shows and innovative content to support the change. One such example is an initiative called ‘Red Arrest with RJ Nilam’, wherein one prominent personality appears on-air everyday and the people of Kolkata get to interrogate him. The catch – no question can be averted.

A similar attitude is carried throughout the day, whereas the tonality is more attuned to the day part, viz. the evening show - ‘U Turn with RJ Praveen’ is relatively lighter. Be it an interactive topic, an interview or a serious issue, the fun element and entertainment value is kept intact while not diluting the importance of the matter. The night show, ‘Dil Se with RJ Vineet’, is about friendship, closeness and love; which includes reading out messages, dedications, connecting people who have not met or spoken for long, etc.

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