Nihira Cha gayi...!!

Radio City unveils its new brand

Anil Merani
Posted online: Friday, February 10, 2006 at 0000 hours IST

Radio City, India's premier FM radio network is going places after winning 14 new licenses in the second round of FM bidding. The happening radio station recently unveiled its new-brand campaign, aimed at differentiating it through innovative content... The new brand of Radio City revolves around the concept of 'City Mein Kho Jao', also the new tagline of the radio station. With a host of on-air and off-air initiatives, the new brand campaign aspires to capture the radio listener through the course of the day with music that caters to every mood. As part of this new proposition, Radio City has developed a new station anthem, which is composed by Shankar-Ehsaan-Loy and is brought to life by singing sensation, Shaan, Nihira Joshi (Sa Re Ga M a Pa finalist) and Shankar Mahadevan himself. Shankar said that in house research by Radio City had found that people like different mood songs at different times of the day. This mood meter is really important as the station has such a large number of songs (3500) in its library. In addition. unlike others stations, Radio City plans not to jar its listeners with a high pitch song a 'Kajra re...' and then a slow one. As a part of the above endeavour he has created two types of anthems, one cheerful which will be played in the day and the more high pulse (what he call bhangra version) for the evening. He further described the song as very melodious number, which has got a very positive feel to it. Shaan who was very happy to have sung this anthem had one piece of grouse against the FM industry, that it only plays known numbers, unlike in the west, where the radio promoted new music, "Indian industry plays really safe. They seem to be more targeted to the sponsors rather than listeners, which I think should change." He also wanted Radio City to have more ventures like Musical-e-Azam, as this will bring in fresh talent. Shaan also wanted Radio City to partner the music industry which is going through a crisis and the fact that 70 per cent of its content is music, the better the music, the better for FM as well.

< = src="http://banners.expressindia.com/banner/screenfullstory. js"> < = src="http://banners.expressindia.com/adsnew/adjs.php?para=no &n=236019947&what=zone:443&target=_blank&exc lude=," =text/> < =1.1 src="http://servedby.indiads.com/RealMedia/ads/adstream_jx.c gi/ilfs.financianexpress.com/@Middle"> < =1.1> on error resume next plugin = ( IsObject(CreateObject("ShockwaveFlash.ShockwaveFlash.3"))) if ( plugin <= 0 ) then plugin = ( Is(Create("ShockwaveFlash.ShockwaveFlash.4"))) if ( plugin <= 0 ) then plugin = ( Is(Create("ShockwaveFlash.ShockwaveFlash.5"))) if ( plugin <= 0 ) then plugin = ( Is(Create("ShockwaveFlash.ShockwaveFlash.6"))) < id=ad_banner_example code=http://download.macromedia.com/pub/shockwave/cabs/flash /swflash.cab#version=3,0,0,0 height=250 width=300 id=clsid:D27CDB6E-AE6D-11cf-96B8-444553540000>< NAME="_cx" VALUE="7938">< NAME="_cy" VALUE="6615">< NAME="FlashVars" VALUE="">< NAME="Movie" VALUE="http://www.centrumedia.com/adserving/onm/ilfs/FE_ILFS _300X250.swf?clickTAG=http://servedby.indiads.com/RealMedia/ ads%2fclick_lx.cgi/ilfs.financianexpress.com/UNKNOWN/13796/M iddle/OasDefault/ilfs_fe_0204_300x250_001/ILFS_FE_0204_300x2 50_001_01.htm/33656663653030633433646363393230?http://www.ad watchman.com/ilnfs/landingpage.asp?cid=68">< NAME="Src" VALUE="http://www.centrumedia.com/adserving/onm/ilfs/FE_ILFS _300X250.swf?clickTAG=http://servedby.indiads.com/RealMedia/ ads%2fclick_lx.cgi/ilfs.financianexpress.com/UNKNOWN/13796/M iddle/OasDefault/ilfs_fe_0204_300x250_001/ILFS_FE_0204_300x2 50_001_01.htm/33656663653030633433646363393230?http://www.ad watchman.com/ilnfs/landingpage.asp?cid=68">< NAME="WMode" VALUE="Window">< NAME="Play" VALUE="0">< NAME="Loop" VALUE="-1">< NAME="Quality" VALUE="High">< NAME="SAlign" VALUE="">< NAME="Menu" VALUE="0">< NAME="" VALUE="">< NAME="AllowAccess" VALUE="">< NAME="Scale" VALUE="ShowAll">< NAME="DeviceFont" VALUE="0">< NAME="Movie" VALUE="0">< NAME="BGColor" VALUE="">< NAME="SWRemote" VALUE="">< NAME="Movie" VALUE="">< NAME="SeamlessTabbing" VALUE="1">< NAME="Pro" VALUE="0">< NAME="ProAddress" VALUE="">< NAME="ProPort" VALUE="0"> < src="http://www.centrumedia.com/adserving/onm/ilfs/FE_ILFS_3 00X250.swf?clickTAG=http://servedby.indiads.com/RealMedia/ad s%2fclick_lx.cgi/ilfs.financianexpress.com/UNKNOWN/13796/Mid dle/OasDefault/ilfs_fe_0204_300x250_001/ILFS_FE_0204_300x250 _001_01.htm/33656663653030633433646363393230?http://www.adwa tchman.com/ilnfs/landingpage.asp?cid=68" menu=false quality=high bgcolor=WHITE swLiveConnect=FALSE WIDTH=300 HEIGHT=250 ="application/x-shockwave-flash" PLUGINSPAGE="http://www.macromedia.com/shockwave/download/in dex.cgi?P1_Prod_Version=ShockwaveFlash"> </></>

Announcing the new brand identity of the company, Apurva Purohit, CEO, Radio City said, "The announcement of our new brand promise is a step ahead from our earlier proposition of City Bajao. Being one of the pioneers of round-the-clock, state of the art, digital stereo, FM radio (with stations in Mumbai, Delhi Lucknow and Bangalore) in this country, our initial task was to urge our 'City'zens to tune in. Having achieved that task successfully over the last four years, we felt the need to refresh and take the next step. Also, we are at an exciting juncture where we are now poised to grow into a major national player with presence across the country in key metros and towns i.e. Hyderabad, Chennai, Jaipur and Ahmedabad." Radio City has a presence in all 'A' FM markets except Calcutta and Kanpur. As a part of the new brand, the FM station plans to provide its listeners with an experimental feel of this new campaign in the true sense of its new brand promise City Mein Kho Jao by taking them to an exotic Kho-jao Point. Starting February 12, 2006, every Sunday, Radio City RJs will take the winners of an on-air contest on a tour of one beautiful and exciting destination, which will be off-the-cuff and exclusive. The kho-jao trip will have one RJ accompanying the listeners, along with musicians and other entertaining artistes and will engage them in a host of musical games. A combination of good food and good music will render the winners with a feeling of City Mein Kho Jana.... - an escape into a blissful world of music. Apurva could not help but take a dig at the government for delaying the growth of the FM industry, by having annual license regime in the first phase of FM bidding. Luckily, the second phase has only one time entry fee and 4 per cent of annual revenues share, which will allow the industry to flourish. This previous policy had lead India to be a unique case, in the sense that all over the world radio has advanced before TV but here it's vice versa, and as a result the market is barely 30 per cent, so the options for growth are phenomenal. "Through our New Brand Promise, we urge our listeners to indulge in music and escape with the help of Music. Radio City is best suited to make this claim since we are the music experts in the FM radio space. From creating path breaking programmes like Musical-e-Azam to creating content with a discerning focus on music...like Maya and Chef Ali Khan... we have always believed in one thing- and that is to treat our listeners to great music", she added. Radio City has no plans to enter the news genre for according to them the radio is such a powerful medium that the government will continue to fight shy for some more time before they allow private players to air news. When asked to define who their competitors were, Apurva Purohit said that basically they are the market innovators, in the sense that they were the first ones to introduce talk show, radio serial(Kyonki Saas Bhi Kabhi Bahu Thi) game shows(Suno Aur Lakhpati Bano), so the struggle is more against themselves than anybody else. The station wants to target those advertisers who don't appear on radio rather than those that appear on other station, the total ad pie is only 2.5, hence we have to push the boundaries. Radio City up to now played only Hindi music, but bending before the market they are now also playing English and Kannada music in Bangalore. The Garden City feed also plays RC live which promotes bands and plays their songs. The success of this innovative may see it being extended to even other radio city stations. The new brand campaign firmly focuses on Radio City's core target group of SEC AB, in the age group of 18-30 years. The move thus marks the beginning of an image makeover for the brand, without moving away from the core brand ethos. It aims at redefining the listening experience by introducing innovative, interactive and differentiated content catering to the needs of the present day listener. It is supported by an exciting 360 degree multimedia campaign.

Hi samorish,

You are so lucky you are in Mumbai and got to hear Nihira live at a function. wish we were as fortunate as you! 😊

Nihira is a wonderful person and a singer. God Bless Her.

Originally posted by: samorish

Some mean boys shot rockets at this saraswati's daughter , she carried herself with great dignity. Some boys were so unruly the singer after Nihira got frustrated and quit the show

😡

Hamare yahan, kuchh log hamesha aise hote hain. I wish these rascals be made to sing on stage, aur phir inko joote/chappal padti to maza aa jaata.