In an innovative twist in programming, Radio One will have CEO’s and MD’s of companies don RJ (radio jockey) hats. The radio broadcaster hopes to woo the metro audience with this new offering.
‘One for The Boss’ will be a weekly late evening segment aired between midnight and 1 am and will feature top executives who are also avid listeners of Radio One. This time band works well with the target audience of the show.
The CEO-turned-RJ will conduct the show for a day and speak about his/her favourite songs and preferred choice of music, and also play the same on air. The same show will be aired across all stations of Radio One.
The show is currently being conceived for the month of March. Based on the listenership responses, Radio One may extend it to subsequent months. The show may also be re-run on weekends to let the other segments of the audience sample it.
Vineet Singh Hukmani, managing director, Radio One, says, “Radio One is committed to providing innovative programming that is differentiated for our urban audiences. Corporate audiences regularly tune into our station and it was a natural progression to ask them to do their own shows on our station.”
“We have had an amazing response to the concept and the list of CEO RJs for the month is already full. We have also asked companies to register with us through SMS and recommend their CEOs and MDs to do the show.” explains Vehrnon Ibrahim, national programming head, Radio One.
For the month of March, the station has roped in adman Prahlad Kakkar, Sunil Lulla, director, Real Global Broadcasting and G Krishnan, executive director and chief executive officer, TV Today Network.
Radio One has also asked companies to register through SMSs and recommend their CEOs and MDs for the show. The show will be promoted through mailers in trade publications, print ads and radio spots. The company has 7 stations operating in Delhi, Mumbai, Bangalore, Chennai, Pune, Ahmedabad and Kolkata.
Tags: Radio One