Radio City and Viacom18 join hands

The alliance will see Radio City exclusively showcasing the music launch of films under the Viacom18 Motion Pictures banner

e4m by Suraj Ramnath
Updated: May 14, 2012 7:47 PM
Radio City and Viacom18 join hands

Radio City has joined hands with Viacom18 Motion Pictures for its new property ‘Blue Carpet Music Launch’. The alliance will see Radio City airwaves showcasing music from all movies under the banner of Viacom18 Motion Pictures and also give an opportunity to listeners to interact with the directors, music directors and the star cast of these movies.

“We believe that Viacom18 is getting aggressive in the movie business. We were the first radio station who wanted to come up with a property like this and it worked out for us and them,” Ashit Kukian, COO and President, Radio City.

The property kick-started with music launch of film ‘Department’. Director Ram Gopal Verma, debutant Nathalia Kaur and music director duo Sandeep – Dharam were present at the occasion.

Talking about the marketing strategy for the new property, Kukian said, “We are heavily promoting Blue Carpet Music Launch on the radio platform. The promotions are already on-air. We are using our portal to connect with the listeners. Relevance of social media cannot be avoided so we would also be targeting that platform.”

This partnership will also see Viacom18 promoting the Blue Carpet Music Launch on its network channels. The radio channel did not share the duration of the partnership with the production house.

Adding further on whether the launch will also be aired on the Viacom18 network, Kukian said, “It is too early to talk about it. Right now these specifics cannot be shared. Talks for the same are going on. We will ensure that they get the value and they would also ensure the same.”

Radio City will now exclusively showcase the music launch of the films under the Viacom18 Motion Pictures banner. There are other production houses that want to be a part of this initiative but right now the radio station is focused on the partnership with Viacom18 Motion Pictures. However, talks are on and the channel does want to associate with other production houses at a later stage.

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