The Hindu Business Line : Radio One looks to take 25 pc of radio ad market in Chennai

Radio One FM 94.3, the Mid-Day Multimedia and BBC Worldwide venture, plans an ad spend of Rs 4.5 crore in the first year of operation, aiming to garner a 25 per cent share of the Rs 30-crore radio advertising market in Chennai, according to Mr Rajesh Tahil, Chief Executive, Radio One FM 94.3.

He was speaking at a press conference to announce the launch of the Chennai station, to go on air on January 10. Radio One, which has licences to operate seven FM stations across India, has already been launched in Mumbai, Bangalore and Delhi. Stations in Pune, Kolkata and Ahmedabad will be rolled out this year. Mr Tahil said that besides the licenses, the company has invested about Rs 4.5 crore on infrastructure.

It paid Rs 10 crore for the Chennai licence.

He said that he expects the market for advertising on radio in Chennai to grow by 20-25 per cent annually over the next three years.

Targeting youth

Mr L.V. Navaneeth, Station Head, Radio One, said that Radio One FM 94.3 is positioned as a station for youth in the age group between 20 and 30 years. This all-Tamil station will play only hit songs.

He said that the station would have a journalistic team to develop content in segments such as education, jobs, relationships, fashion, eating out, health and fitness, travel, sports and entertainment. The station has also launched a `Celebrate Chennai' programming initiative with 50 icons of Chennai.

Fifty Tamil film stars will become radio jockeys for 50 days between 8 a.m. and 10 a.m. Mr Navaneeth said that besides music, the programmes would highlight the city's heritage and would work to instil greater pride in the city. Radio One FM 94.3 would also carry non-news content from BBC, he said.

When asked why it had excluded English and Hindi programmes, Mr Tahil said that FM radio operates at the mass end of the market.

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