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Radio One kicks off festive programming with ‘Celebrate Everything’

MUMBAI: Radio One has kicked off its festive programming initiative with an original song for its listeners called ‘Celebrate Everything’.

The multilingual song, which has English, Hindi and Tamil versions, will start playing on all seven stations of the network from 24 September. The song can also be accessed by listeners on the radio network’s YouTube channel.

The programming initiative will follow from mid-October till January 2015 and will also see a gathering of over 20 celebrities who not only personify ‘global Indians’ but Indians who love to indulge in a continuous festive spirit.

Radio One MD and CEO Vineet Singh Hukmani said, “The strategic path of differentiation is allowing us to do things differently both with listeners and advertisers. This has allowed us to develop our own robust revenue model as a result and we will enhance this at a larger more impactful scale as phase 3 of FM radio approaches. We are more enthused than ever to monetize ‘socialized audiences’ profitably with a fabulous combination of premium radio connect and entertaining digital engagement to meet our objectives as a company.”

‘Celebrate Everything’ has been created by the in-house Radio One band. The thought came about from the insight that the ‘global Indian’ in India enjoys celebrating everything be it Durga Puja, Navratri, Dussehra, Eid, Diwali, Christmas and New Year.

Radio One chief programming officer Anil Machado said, “We have 7 metro stations across India with our people who maybe culturally different but who represent the #CelebrateEverything together philosophy and it was really heartening to see everyone come together to create this celebratory song.”

The network has also launched a ‘Celebrate Everything’ Facebook page, where listeners share their ‘festival moment’ pictures and participate in contests.

Radio One chief marketing officer Shyju Varkey said, “The page has crossed 25000 likes with an engagement of over 70% in this well profiled listener of ours in just a few weeks. This is testament to the fact that our well profiled listeners are different and highly involved with our product on air.”