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Radio Indigo reinvents itself; focuses more on being interactive

04-May-2010
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Radio Indigo reinvents itself; focuses more on being interactive

Radio Indigo 91.9, the FM station that plays international hit music, has been on a drive to reinvent itself. The station is looking at being more interactive, and to achieve this, it is offering to its listeners a 360 degree platform to reach Radio Indigo. Also, the positioning of Radio Indigo, which was earlier the Colour of Music, has been now tweaked to Bengaluru’s Colour of Music. This has been done to bring about a connect with its listeners and convey that Radio Indigo offers to its listeners something more than music.

The station has also brought in RJ Kenny Jones, an American, as its Programming Director, who has a vast experience in international broadcast. Commenting on the changes, Jones said, “Listening to Radio Indigo will be an experience. It’s full of life, edgy, hip and more accessible to the listeners. These changes were done not because anything was wrong with the old Indigo, but we wanted to take it to the next level and this is a step up towards it.”

The new improved website is interactive and has a growing community, besides there is a chat option. There are RJ fan pages and presence on Twitter and FaceBook, where listeners can post their requests, besides SMS and telephone. The radio shows have also been revamped keeping with the mantra of being interactive.

Jones added, “For us, the competition is the iPod, CD player or even Vh1, MTV, plus other music devices. This is where lies our differentiating factor – while these devices provide music, Radio Indigo is more than music. We offer a slice of Bangalore to our listeners and that’s the connecting factor. We take up social issues or talk about things that affect people of Bangalore, both good and the bad. This is where the emotional connect happens, thus making our listeners come to us again and again.”

K Sanjay Prabhu, MD, Radio Indigo, said, “Our endeavour is to enhance the listening experience of a Bengalurean. With the introduction of Radio Indigo’s new avatar, listening to radio will never be the same again.”

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