New Delhi: 94.3 Radio One unveils a brand new phase in the crucial markets of Mumbai and Delhi. The station had conducted a yearlong survey wherein it emerged that most listeners are bored of the unintelligent content aired on radio and no longer connect to the medium. Radio One aims to bridge the gap by delivering impactful matter wrapped in friendly breezy music. In its new avatar, Radio One will be Intelligent, Involving and International Vineet Singh Hukmani, Managing Director, said said , "Every radio station sounds the same. Everyone's catering to the lowest common denominator, and it's about time we got formatted and got out of generic mode" . He added, " We're looking at catering to a universe of 4.5 million English speaking Indians who read an English newspaper like the TOI, a news channel like times now, are regularly on facebook and twitter . These are people who look for intelligent content. We will engage and involve them with rich content in the area of national and local happenings, sport, Hollywood, business, held together by great music" On whether the market is ready for English, he said , "There is a huge misconception about English per say in radio circles. Famous speeches like 'freedom at midnight' or 'tryst with destiny' by Pandit Jawahar Lal Nehru were made in English on radio and a very long time ago. Every parent wants his child to excel in English and it is this quality that has made us so competitive in global markets. Indians today 'thrive' globally because of their comfort with English as against the Chinese or many other 'non English adopting' countries. So if English or an international feel can do well in infotainment in Print, TV, Internet , Cinema, Outdoor ..then why not in radio? The medium is lagging behind on this front and we aim to correct it. English / International beckons with open arms! The listener and advertiser have already embraced it in other media and they will do so in radio too. Source: Media News Line
