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Bye ‘Meow’, hello ‘Oye!’, says TV Today

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Bye ‘Meow’, hello ‘Oye!’, says TV Today

TV Today Network has unveiled the new brand identity for its radio operation, Meow FM. The FM station has been rechristened ‘Oye! – Sabse Filmi’ and will run on the same frequency 104.8 FM. It may be recalled that exchange4media had reported on September 17, 2010 that Meow FM was being renamed as either Oye or Dhak Dhak.

Priyanka Chopra, Ranbir Kapoor and Director Siddharth Anand were present on the occasion.

Oye! is present in seven cities – Mumbai, Delhi, Kolkata, Amritsar, Jodhpur, Patiala and Shimla. The content will be customised according to the city it is present in, but the motif of ‘Sabse Filmi’ will be the connecting factor.

As is obvious, the tagline of Oye! is similar to that of ‘Aaj Tak – Sabse Tez’, the Hindi news channel from TV Today Network. Commenting on the strategy, Aroon Purie, Chairman and Managing Director, TV Today Network, said, “This is the first time that a television and a radio station are launched under the same umbrella. We hope to see amazing synergy between the two in terms of content, like celebrity interviews, etc.”

G Krishnan, CEO and Executive Director, TV Today Network, in his presentation said that the product strategy was well researched music and engaging radio jockeys. “Our main focus will be on marketing and brand building,” he added.

With the radio industry keenly waiting for Phase III of FM expansion, it is no surprise that TV Today Network sees enormous opportunity in it. Krishnan said, “When Phase III happens, we will aggressively look at the options and bid for the stations that we believe will work. And I think the name ‘Oye!’, with the tagline ‘Sabse Filmi’, will make a huge difference for us.”

“It’s something exciting, it’s something Bollywood, it’s something young and fresh. It’s vibrant and bubbly,” remarked Vehrnon Ibrahim, National Programming Head, Oye!, when asked why they had decided to go with the name ‘Oye!’

Ibrahim added, “There is a huge difference in the content. The previous channel was only for women, now it is for everybody. This is for regular listeners. It is entertainment radio.”

Commenting on the differentiating factor, Krishnan said, “People say that the radio market is very cluttered, but all Indian markets are cluttered. We are going to differentiate ourselves through innovative content.”

Also read:

TV Today rebrands its radio operations


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