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Radio One's musical start to festive programming

24-September-2014
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Radio One's musical start to festive programming

Radio One has kicked off its festival programming initiative with an original song for the season called #CelebrateEverything. The multilingual song, which has English, Hindi and Tamil versions, will start playing on all seven stations of Radio from today, Wednesday, September 24.

A full-blown programming initiative will follow from mid October till January 2015 and will also see the largest gathering of over 20 celebrities who not only personify ‘global Indians’ but Indians who love to indulge in a continuing festive celebrations.

The song created by the in-house Radio One Band came about from the insight that the ‘global Indian’ in India enjoys celebrating everything be it Durga Puja, Navratri, Dussehra, Eid, Diwali, Christmas & New Year, running back-to-back. In a sense he/she is ‘festival neutral but loves the idea of a continuous celebration’. This educated and higher net worth Indian is willing to spend a considerable amount of time and money to enhance the festive spirit in his/her life in this season in the year.

The song versions can be seen at
https://www.youtube.com/channel/UCIgbiBM5T8OZi1AY1n5R53w

“We have seven metro stations across India with our people who maybe culturally different but who represent the #CelebrateEverything together philosophy and it was really heartening to see everyone come together to create this celebratory song,” said Anil Machado Chief Programming Officer, Radio One

‘Radio One has also launched a “Celebrate Everything” Facebook page www.facebook.com/RadioOneCelebrateEverything where listeners have been sharing their ‘festival moment’ pictures and participating in contests. The page has crossed 25000 likes with an engagement of over 70 per cent in just a few weeks. This is testament to the fact that our well profiled listeners are different and highly involved with our product on air,” said Shyju Varkey, Chief Marketing officer, Radio One.

‘The strategic path of differentiation is allowing us to do things differently both with listeners and advertisers. This has enabled us to develop our own robust revenue model as a result and we will enhance this at a larger, more impactful scale as phase 3 of FM radio approaches. We are more enthused than ever to monetise ‘socialised audiences’ profitably with a fabulous combination of premium radio connect and entertaining digital engagement to meet our objectives as a company,” said Vineet Singh Hukmani, MD & CEO Radio One.
 

Tags festive programming

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