Radio One Chennai goes for revamp; turns Tamil

The station will look to tap into the emerging cultural and entertainment trends of the city and the love for Kollywood

radioOne

Post the acquisition by HT Media Ltd., Radio One 94.3 FM is all set to revamp its offering in Chennai as it turns Tamil and brings the Kollywood experience to its listeners. With the new product proposition and positioning, the station will look to tap into the emerging cultural and entertainment trends of the city and the love for Kollywood. The station aims to target the urban youth who are digital savvy, always updated with the latest trends and have a strong connect and sense of pride with all things Tamil, especially music.

With the tagline ‘Style-a, Mass-a, Geth-a’, Radio One 94.3 FM is all set to entertain Chennai by catering to their demand for a digital first Tamil station that brings high tempo trendy music along with classy entertainment that appeals to the millennials. The station will play popular and contemporary Tamil hits and also feature Kollywood celebrities, with the intent of infusing style and swag into the soul of the city. It aims at being a destination station for all, especially the multi-medium surfers.

Commenting on the launch, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd. and Next Radio Ltd. said, ‘Chennai is culturally a very rich city and continues to take pride in kollywood and digital local celebrities; emerging and big. Our research and immersion revealed that the Chennai youth is engaging actively with Tamil contemporary music and the latest, on trend, emerging content. There is a large play of digital that influences music choices and consumption. There are underleveraged opportunities that Radio One will tap into and become the destination station for youth.  We are happy to re-launch a differentiated product - Radio One Chennai - in contemporary Tamil format and look forward to establish milestones in innovation.”

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