MUMBAI: Radio City 91.1 FM is planning a series of initiatives to reinvent the radio listening experience and reinstate its position among listeners nationwide. 

The station has signed fresh contracts with partnering communication specialists – Meridien, an Ogilvy group agency, Ogilvy 1 and Hanmer and Partners. Meridien has been appointed the creative agency to manage all aspects of brand communications, while Ogilvy 1 has been appointed for a 360 degree approach to below-the-line initiatives and a clear focus on trade. Hanmer and Partners, a communications consultancy, has been engaged to perform the role of the public relations consultant.  The media duties of the company will be handled by Lodestar Universal, which has been doing so till date.

Says Radio City’s national head – marketing Rana Barua, City 91.1 FM said, “Non-differentiation in Indian radio is a phenomenon all private FM stations are facing today. We are focusing on addressing the same and will announce our plans soon. As pioneers of private FM in India, we are committed to usher in a fresh Radio City experience while still preserving those aspects of the station which have gained us popularity and undisputed loyalty all these years. Radio City 91.1 FM will continue to entertain listeners with music expertise, which is our core competency, while introducing many new firsts for the industry in the coming months, as we have been doing all these years.” 

Radio City plans to launch in Coimbatore, Vizag, Pune, Ahmedabad, Surat, Nagpur and other centres in Western India, in the next few months.