Our Bureau

Mumbai, Feb. 1

WHILE the first four years of its marketing and advertising campaign was focused on getting the consumers to tune into FM radio (with its

City Bajao

tagline), Radio City will now try to tell its audiences to get involved in its channel and escape into a new world.

The company launched its new brand tagline,

City Mein Kho Jao

, which promises to offer innovative content and music leadership. Also launched is a new Radio City anthem composed by Shankar-Ehsaan-Loy.

Addressing a press conference, Ms Apurva Purohit, CEO, Radio City, said the company would not only look at offering differentiated content, but would also patronise new talent. "We want to work as partners with the music industry by patronising new talent."

The company has started a programme called RC Live in Bangalore recently, which patronises local bands, and the coming months, said Ms Purohit, would see the launch of more such programmes across cities, that would encourage local talent.

As part of its new brand identity, the company would also try to reshuffle its content based on mood mapping. "There is usually a lot of dissonance in what a listener wants to hear during a particular time of the day and what is actually played. For instance, most listeners wouldn't like to listen to a

Kajra Re

early in the morning. Since 70 per cent of our content is music, we have mapped songs and placed them accordingly," said Ms Purohit.

"There will be a smooth transition of moods throughout the day, with more cheerful numbers in the morning and high energy ones in the evenings. Even our new anthem has been composed in different scales, tones and beats to reflect various moods," she added.

The new brand identity would be supported by a 360-degree media campaign, which positions Radio City as a companion which helps its listeners to move into a positive new world.

Ms Purohit said that the coming months would see a lot of localisation of content across centres. "The essence of Radio City would be the same, but programming content will differ."

(This article was published in the Business Line print edition dated February 2, 2006)
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