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Radio One Chennai turns 100% Bollywood

MUMBAI: FM radio network Radio One, which runs differentiated formats in all its seven cities, has changed the format of its Chennai station from a 100 per cent request to a 100 per cent Bollywood music station.

The change takes effect from 6 July and will make Radio One Chennai the first 100 per cent Bollywood music station in the city.

While the music will be from Bollywood films, spoken content on air will continue to be about the city of Chennai.

Next Radio Ltd (Radio One) MD & CEO Vineet Singh Hukmani said, “We are India’s only differentiated radio network focusing on well-profiled upscale educated Indians and this is a natural extension for us in Chennai to be ‘away from the herd’. Using the powerful combination of a fully differentiated product on air and online tribal aggregation, which we have pioneered in other cities earlier, we look forward to our business margins growing with this change in Chennai. This is what prepares us better for the next phase of FM radio in India.”

Chennai has long been dominated by Tamil stations. But now, with many IT professionals from across India residing in Chennai, and the growing affluence of ‘retail entrepreneurs’ who love Bollywood as much as they love Tamil music, Radio One felt the time was ripe to give the city a Bollywood station amidst a sea of accomplished Tamil stations.

Radio One Chennai station head John Justin said, “Chennai has changed drastically over the last five years on many positive aspects. It is a much more cosmopolitan and globally connected city now than ever before. Movie screens have begun to push both Bollywood and Hollywood cinema while continuing the best of Tamil cinema.”

Radio One chief programming officer Anil Machado said, “We believe that the upscale educated Chennai-ite will lap up the fusion of Bollywood music with spoken content that continues upscale educated Chennai flavour.”

The network has launched the change in format with a new content property where it will pay tribute to Chennai legends like Rajnikant, AR Rahman, Mani Ratnam, Kamal Hassan, Sridevi and new stars like Shruti Hassan and Dhanush who have made successful crossovers into Bollywood from the South.

Additionally, Radio One is launching Salman Khan’s upcoming movie ‘Bajrangi Bhaijaan’ for Chennai with special screenings for listeners and customers.

The network presently runs international music in Mumbai and Delhi, Bollywood music in Bangalore, Pune and now Chennai and retro music in Ahmedabad and Kolkata.