Radio One Ahmedabad has gone 100 per cent retro, giving its listeners freedom from undifferentiated content in the FM space.
The station had conducted an in-depth survey, wherein it emerged that most listeners are bored of the same kind of music and the unintelligent content aired on radio, and no longer connect to the medium. In its new avatar, Radio One says it would be “intelligent, involving and 100 per cent retro”.
The Ahmedabad market currently has six radio players and this move from Radio One creates a huge differentiator from all the other existing players in the market, with content designed for upmarket, mature and educated audiences.
Rajeev Chaterjee, Station Director, Radio One Ahmedabad, said, “Every single radio station in Ahmedabad sounds like a clone of the other. In keeping with the template in each of our seven cities, Radio One Ahmedabad has created the ‘100 per cent Retro” differentiator. Now, not only will the listener get music that is like a whiff of fresh air, but it also gives advertisers a clearly profiled audience. The response that we’ve received in the past has been overwhelming – not just from our listeners, but also from the advertising fraternity.”