[cr-india] Radio Today launches Meow 104.8 FM, India’s first radio station for women

[sakthi vel]

Radio Today Broadcasting Ltd, the radio division of
the India Today Group, on Wednesday rolled out Meow
104.8 FM in Delhi, India’s first talk-based radio
station for women. Meow stations are due for launch in
Mumbai, Kolkata, Amritsar, Patiala, Shimla and Jodhpur
in the coming months. 

Said Radio Today COO Anil Srivatsa, “Talk radio is an
exciting, new concept and will certainly be an
emerging trend in the Indian market. The launch of
Meow 104.8 FM has taken immense courage and Radio
Today believes that it is fantastic to be different.
We believe that there are a lot of facets of a woman
that can be brought alive by radio. The anonymity of
radio is an added strength.” 

Added Srivatsa, “Looking at it another way, we have
people spending most of the time thinking, the process
punctuated by music. Radio Today’s programming will
reflect this everyday reality by making talk primary
and music secondary. Meow 104.8 FM will seek to be the
voice of the woman.” 

Said India Today Group’s CEO Ashish Bagga, “The radio
market is not only cluttered but challenging too. A
niche radio station is the need of the hour and the
way to go in today’s times of low attention spans with
the existing multitude of similar FM stations. We have
put in exhaustive research in identifying the
station’s positioning and developed a programming mix
that will deliver an enjoyable experience for our
listeners.” 

Meow 104.8 FM has a potent mix of programming for the
‘she’ listener. Its tagline ‘Thodi Meethi, Thodi
Catty’ reflects the station’s positioning, conveying
its desire to appeal to the myriad moods of a woman. 

Meow 104.8 FM claims its ‘on-air hosts’ will engage
with the listeners on a real level. The exchanges
between the hosts and the audience will be aired
completely unscripted and live. 
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Source:
http://www.exchange4media.com/e4m/Radio/RadioNews.asp?section_id=7&news_id=26287&tag=21020&pict=11


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