Delhi goes public with Radio One’s ‘Play Your Music Day’

Radio One is going public in Delhi from July. Radio One has launched its ‘Play Your Music Day’ initiative, wherein a total of 1,000 listeners would be chosen across seven cities month on month, starting with Delhi, to come to the stations and play their favourite songs. This is the first time that an FM station has opened its doors to the music loving public to take control of the airwaves.

As part of the ‘Play Your Music Day’ proposition, the 1,000 listeners would share the music space with movie stars, cricketers and popular musicians, all of whom will also play their favourite music. There will also be contests, where lucky listeners will get to win exciting prizes every month. To get selected, listeners have to stay tuned to Radio One and look out for the ‘Radio One Pom-Pom girls’ across the city.

The station has claimed to have received tremendous response for the on-ground activities in Delhi, which began from July 10, 2010. The road show went across various hot spots in the city like the NFC Market, DLF Place in Saket, Lajpat Nagar and Sahara Mall in Gurgaon. More than 200 listeners took part in these various on-ground activities, and four of them have already won the opportunity to be the first few listeners who will go on-air.

Vineet Singh Hukmani, Managing Director, Radio One, said, “This is what a specialist does versus a generalist. We will continue to break new grounds in the music space on air and off air and involve listeners and artists at a scale that has never been achieved before in the music broadcast space in India. Everyone at Radio One feels passionate towards music; many who work here are talented musicians themselves, unlike other stations where the connection with music is a very distant and superficial one. We also don’t ‘discriminate’ between film and non-film music. Good music is good music!”

In Delhi, the first ‘Play Your Music Day’ will begin on July 28, 2010 with the iconic music directors Shankar Ehsaan Loy at the controls of Radio One to play 13 songs live and unplugged at 9 am. Being Radio One’s brand ambassadors, they have composed an anthem that invites listeners to the station with a passionate call – ‘Aao apna gaana bajao, come and play your song’.

Shyju Varkey, National Head of Marketing, Radio One, said, “We have a multimedia campaign breaking soon to promote ‘Play Your Music Day’, which uses television to bring about the natural chemistry of Shankar, Ehsaan and Loy at the radio station as they discover the unique music strengths of Radio One. We will also use print, outdoor and other innovation to ‘own the music space’.”

“The era of generic radio is over. It is time to specialise, focus and excel,” concluded Hukmani.