MUMBAI: 94.3 Radio One has just launched the first of its kind SMS services under the SMS VAS brand of Any Time Music – ATM. These have been launched in Mumbai first and based on the quality and quantity of listener response these will then be rolled out in other metro cities. The first ATM service is called Song Gyaan.

‘Though all our MJays (music jocks) announce this information on songs, it is possible that a listener tunes in between a song and has missed it, so a simple sms will help him know which song is on air and who composed it and who sang it’, said Station head Mumbai Bavesh Janavlekar.

The second ATM service is called Song Choice.

‘People lead busy lives and this service will help them connect to their favorite music on  radio one thereby increasing involvement with the station’, added Janavlekar.

“Radio One’s maximum music proposition is being strengthened by the launch of ATMs using mobiles and the digital space. Our listeners tune into our station for the quantity, and quality of MUSIC primarily. Our research shows they tune into all other stations for generic reasons. We will continue to deliver innovation in the mobile and digital music space that is instant and consumer centric,” said  94.3 Radio One national marketing head Shyju Varkey.