Monday morning 6:00 am was a defining moment in the history of FM radio. The airwaves came alive as Meow 104.8 FM said “Hello India!” Embarking upon yet another path-breaking initiative, Radio Today Broadcasting Ltd., the radio division of the India Today Group, today rolled out ‘Meow 104.8 FM’, India’s first talk-based radio station only for women.
Women of Delhi woke up to find that there’s more to radio than music and there’s always someone willing to listen to them after all. The station is due to launch in Mumbai, Kolkata, Amritsar, Patiala, Shimla & Jodhpur in the coming months of 2007.
Radio Today COO Anil Srivatsa says: “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 as a medium. The anonymity of radio as a medium is an added strength in this respect.”
Looking beyond music, with ‘empathetic interactivity’ as one of the core value propositions, the station will add a new dimension to the radio industry in India. 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.”
Given this differentiator, the new station will have ‘On Air Hosts’, as talk-show hosts, rather than ‘jockeys’ who host music programming.
Meow 104.8 FM has a potent mix of programming for the ‘she’ listener. Its tag line ‘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 opens itself to women from all walks of life, be it a housewife, an entrepreneur, a struggler or a student.
"We have created a very effective programming strategy, backed by extensive research. Our content is customised for our target audience and reiterates our promise to reach out to a woman’s heart and mind in every possible way,” says Anil Srivatsa. "We have some of the most engaging radio hosts and an exceptionally creative programming team, which is set to deliver the best to our enthusiastic and demanding listeners”, he added.
The Meow 104.8 FM ‘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. The station’s core focus is to build a radio station that reflects the moment and engages with the audience in a manner that connects with their individual lives.
India Today Group’s Living Media, CEO Ashish Bagga adds: “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 todays times of low attention spans with the existing multitude of similar FM stations on the platter. We have put in exhaustive research in identifying the station’s positioning and developed the programming mix that will work in sync to deliver an enjoyable experience for our listeners.”