ITV

Tag: Rajesh Tahil

  • Radio One kicks off in Bangalore on 1 August

    Radio One kicks off in Bangalore on 1 August

    MUMBAI: The third FM radio station to officially launch in the city of gardens –Bangalore is Radio One FM 94.3 on 1 August.

    Radio One is a Mid-Day Multimedia and BBC Worldwide venture. The radio station will offer a mix of hit Kannada and Hindi music. The entire programming package is designed to celebrate the spirit of young Bangalore with Kannada roots.

    Radio City was the first Fm radio station to launch, but under the Phase I of FM privatization. The Phase II saw the launch of Radio Mirchi.

    “We are very excited with our launch in Bangalore as we believe we are the first private FM station targeted at the majority local population. Given the huge potential gap the latent need of the market we are very confident of a leadership position in Bangalore,” Radio One CEO Rajesh Tahil says.

    “Radio One has been testing its signal in Bangalore for over two weeks now and has already caught the imagination of the city. “We have already started receiving over 1000 responses a day over SMS, email and on the phone. Listeners have welcomed this Hit radio station with a lot of enthusiasm.

    “Radio One has advertisers on-board from the day one of its launch. Clients like Hindustan Levers, Purvankara Builders and Coke reposed great faith in the station on the basis of our product offering and have over 10 clients signed up since launch day.” adds Tahil.

    Early June, Radio Midday Go 92.5 FM underwent a change in its brand identity as well as positioning of the FM channel. From a niche player, Go 92.5 FM entered to a mass player as Radio One.

  • Content differentiation key for FM radio business

    Content differentiation key for FM radio business

    MUMBAI: Radio has the potential to grow at a compounded rate of 30-35 per cent over the next 10 years. “In India, radio has the potential to become a 13 per cent medium. Currently, its share is just 3 per cent while the world averages 7-8 per cent,” said Radio Mirchi deputy CEO Prashant Pandey while speaking at the India Radio Forum 2006 here today.

    Several issues, however, need to be addressed, Pandey pointed out. “Spectrum needs to be freed, infrastructure needs to be set up. Radio operators must be given the permission to operate multiple frequencies in a city. Music royalty has to be settled. The government should also open AM for privatization too,” he added.

    Speakers at the Forum agreed that FM radio stations had to fix a differentiation strategy. “FM radio has to strive for differentiation while targeting an aggregated mass of listeners. In India it is difficult to carry out a segmentation by genre or even, perhaps, by era,” said Radio One CEO Rajesh Tahil.”

    Red FM COO Abraham Thomas stressed on difference in the delivery and advertising revenue should not be the only support, but to look for alternative revenue stream. Being aware that music is the only content available amongst the operators, thus bringing a differentiation in content is a task.

    Lintas Media Group chief strategy officer Raj Gupta pointed out that, 22 per cent of products advertised cater to youth. This accounts for 59 per cent of total adverting.

    He also said, 61.2 per cent of the population is below the age group of 30, and hence, the youth constitutes the main audience segment for any medium. “The Youth reach and spend more time on radio and hence, radio holds a lot of potential for the advertisers in terms of youth appeal. Radio has moved from background to foreground and has become relevant to the youth,” opined Gupta.

    Gupta also threw light on commodised content. “This has led to undifferentiated content and similar audiences,” he said.

    The session was moderated by Banyan Tree chief managing director Anish Trivedi.

  • Mid-Day Radio Go 92.5 relaunches as Radio One 92.5

    Mid-Day Radio Go 92.5 relaunches as Radio One 92.5

    MUMBAI: Radio Mid-Day Go 92.5 FM has undergone a change in its brand identity as well as positioning of the FM channel. From a niche player, Go 92.5 FM is set to create a mark as a mass player. Towards that end the station has undergone a name change to Radio One.

    Radio One is a Mid-Day Multimedia and BBC Worldwide venture.

    Earlier this year, BBC Worldwide Holdings B.V. entered into a deal with Mid-Day Multimedia Ltd to invest Rs 318.5 million for a 20 per cent stake in Radio Mid Day West (India) Pvt Ltd.The venture has bagged licenses to operate FM stations in Delhi, Chennai, Bangalore, Kolkata, Ahmedabad and Pune. While the Mumbai station is operational, other metros like Bangalore, Chennai and Delhi will go on air in the next few months.

    Interestingly, one of the radio brands from the BBC Worldwide stable is called BBC Radio 1. BBC Radio Service also runs BBC Radio 2, BBC Radio 3, BBC Radio 4 and BBC Radio Five Live in the UK. 

    BBC Radio 1 specialises in popular music and targets the 16-24 age bracket. It was launched in September 1967.

    “With Radio Mid-Day becoming a national player in seven major metros around the country, it was only natural that we would evolve what we were doing in Mumbai into what is going to be a robust national play,” says Radio Midday CEO Rajesh Tahil.

    “As a single city player, being niche made sense, but a national presence gives us the opportunity to go back to the drawing board and look at opportunities to shed our niche image and broaden our markets, both in terms of audience and revenue,” Tahil adds.

    Commenting on the opportunities that the Phase II licensing allows for the growth of private FM in India Tahil adds, “For both Mid-Day Multimedia and the BBC, being a significant national radio player is of great strategic significance.”

    Radio Mid-Day and operating head of the Mumbai station Radio One Shariq Patel said, “We have tested the new format and have seen a healthy improvement in numbers from our own internal tracking. With FM becoming a truly mass medium, we’re on our way to building a mass brand.”

    The company has also brought about a change in its programming strategy. According to a statement issued today, the change in programming for the Mumbai station will be the first big change in the play-out of the national brand through which Radio Mid-Day aims to become the number one station in the cities it transmits.

    “The new radio station will still have the flavour of Go and the essence of what the brand stood for, which is fun, energy and exuberance reflecting the city of Mumbai. This will all remain though the language and the context changes a little,” says Radio Mid-Day VP programming and brand Vishnu Athreya. “For us, music and Bollywood are an integral part of the programming mix. Hindi music itself has come a long way and the attitude that Abhishek Bachchan reflects in a new Bollywood film or the fact that Himesh Reshammiya queues up playlists at a club shows us the new age of a changing audience.”

    The company is also optimistic about the new format giving a boost to revenues. “As the market share (audience) of the radio station increases, we are certain the share of revenue will increase as well. Already we have seen interests from a wider list of advertisers that may not have considered us a necessity earlier,” Radio Mid-Day VP advertising sales Avinash Pillai, who has recently joined, concludes.