India’s only music station 94.3 Radio One, which offers its listeners ‘Maximum Music, Maximum Choice’ and Chennai Live, 104.8 FM tied up. Chennai Live is India’s first talk radio station; it is the only radio station in Chennai to offer both live conversations and great music . With this, the two stations will offer an innovative bouquet for advertisers to reach out to progressive educated audiences who love Tamil and English both in Chennai. In a mass market where it is difficult for advertisers to focus on an upper SEC AB skew, this bouquet will ensure a ‘value driven’ approach.
The association was announced with the objective of giving advertisers an opportunity to leverage the unique positioning of both groups; Chennai Live being the only English radio station in Chennai and Radio One having a strong presence in revenue strong markets like Mumbai, Delhi, Bangalore, Ahmedabad, Pune, Kolkata apart from Chennai where it plays Tamil music.
Commenting on the association Mr. Vineet Singh Hukmani, Managing Director, Radio One said “We have partnered with Chennai LIVE because it allows us both local value creation in a commoditized mass market. It is our pleasure to represent this wonderful ‘independent’ station nationally and such an alliance will be a win-win for both”
Prem Kumar, COO, Chennai Live said, said “This partnership would allow us to offer a strong value proposition to national brands looking at reaching out to a cosmopolitan chennaite and we believe that this alliance with Radio one with its “Metro Innovation” strategy will help us achieve this common goal”
Radio One through its metro network will be able to provide business reach to Chennai Live. It will be a unique offering where it’s existing as well as new unique properties will be created and cross promoted.
Chennai live sets an example of innovation where an independent and differentiated format language station can increase its revenue footprint without expanding to the metro markets which incur huge expenditure to set up and maintain.