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Radio One ropes in Hrithik Roshan for new property ‘Youth Stars’

MUMBAI: Radio One has roped in Bollywood actor Hrithik Roshan for a new property called ‘Youth Stars’.

The show, set to launch soon, will broadcast across all the seven cities of the network that include Mumbai, Delhi, Bengaluru, Pune, Kolkata, Ahmedabad and Chennai.

Radio One MD and CEO Vineet Singh Hukmani said, “This initiative is one of many that will help Radio One change gear to meet the needs of the future which are hinged on expansion in the FM radio space coupled with growing opportunities in the digital space. We, have been, are and will be the pioneers in the differentiated tribal audience engagement space and this is the core of our strategy that helps us create and maintain a high margin business as we move forward.”

‘Youth Stars’ will encourage the young and youthful at heart to live their dreams by showcasing the achievements of youth stars in India from various fields like cricket, movies, business, start-ups, art and entertainment.

Radio One will tell the stories of the odds that these youngsters overcame to reach their goals. Roshan will narrate the stories of the young who he considers as today’s ‘youth stars’.

Radio One chief programming officer Anil Machado said, “We are delighted to have Hrithik Roshan as he is someone who has endlessly inspired the youth to go beyond the ordinary and excel in one’s endeavours. His excellent voice acting and ability to add emotion to the stories will add a unique dimension to this unique radio initiative.”

Roshan said, “A champion comes out fighting all odds. These kind of everyday inspirations are so exhilarating. I hope that people will listen and learn as well. I live and learn every day. That’s the way to be.”

The initiative is being promoted on YouTube with a new song ‘Youth Star’ created and performed by the Radio One in-house band, which includes Radio One MD Vineet Singh Hukmani. The song visually highlights how the youth stars of today don’t hold back and go for their goals without fear.

Radio One chief sales officer Saurabh Sehgal said, “We are the engagement leader in the radio space using a unique combination of on air and mirrored online content to satisfy our tribe of upscale educated listeners and this property will help us propel our ‘measurable currency of engagement’ in a fabulous way. We offer our advertisers and agencies far better ROI on measurable engagement parameters thanks to social media content and this has helped us get a premium on all our special properties and campaigns.”

The stories of the youth stars in every city will be told in an emotional fashion on the station throughout the day parts and the content will be mirrored with text, audio and video content on a special Facebook page.

Radio One chief marketing officer Shyju Varkey said, “The Facebook page has got huge response with over 40,000 youth star fans liking the page even before the property kicks off. We are confident in creating a case study on ‘on air and digital engagement’ with this property as unlike other stations we target a unique tribe of listeners. We will also propel this with an on ground ‘Youth star awards’ in each of our seven cities as a part of this initiative.”