The Hindu Business Line : Indigo plans print, online media foray

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Bangalore Jan. 23 Indigo, part of Mr Rajeev Chandrasekhar's Jupiter Capital, hopes to paint the media and entertainment space `indigo.' The company - which runs Radio Indigo (claimed to be the country's first international music radio station) in Bangalore - plans to enter the print and online media this year. Other ideas include music and movie production, publishing and events.

Indigo will invest Rs 100 crore on all its expansion initiatives. On whether the print foray will be through a niche magazine or newspaper, Mr Sanjay Prabhu, Director & COO, said Indigo was still studying various options. "But it will cater to the lifestyles of the community of radio listeners we have created — high-end, premium, with a propensity to spend and buy expensive branded stuff."

"Apart from print medium, the Internet will also be a focus area," he added.

Events

Events will be another segment that Indigo will tap into. It plans to organise music shows, performances and fests. "We will also build properties around music on the lines of the Lakme Fashion Week. We also plan to bring in international musicians to the country."

As for its brush with radio, Mr Prabhu said Radio Indigo is doing well in Bangalore. "The city has a huge audience for international music. The crowd at music concerts here is massive. The pubs and nightclubs are also differentiated by the kind of music they play - which is international. About 90 per cent of the college bands play international music Also Bangalore being the IT capital, with an influx of young techies exposed to global trends, the market is huge here."

On listenership numbers, Mr Prabhu said: "There is no validated syndicated research on radio listenership and claims by radio stations are bogus. Besides, we are not in the numbers game. We may not appeal to the mass market. We are well entrenched in the high-end market."

The advertisers on Radio Indigo include TVS Motors, Club Mahindra Zest, Tata Tetley and fine dining restaurants. Radio Indigo has tie-ups with international companies to air music that is released abroad, almost simultaneously — even before it is released here in India. However, Mr Prabhu would not name the companies.

Radio Indigo will tune into Goa by March end. It may also bid for licence in Kochi later.

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