MUMBAI: In keeping with their fun, young, urban brand proposition, Radio One FM 94.3 has launched an initiative for college youth. The event is presented by Coca Cola in association with MTV, Westside and BPL Mobile.
 
The concept offers college students to be a part of a radio show as well as a TV show. ‘Coca Cola – College Champions’ will give promising college students a chance at hosting their own radio show for a whole week on Radio One and the entire selection process will be telecasted by MTV. 
 
The show will kick off with Radio One FM 94.3 conducting extensive road shows to reach colleges in four metros across India; Mumbai, Delhi, Chennai and Bangalore. The auditions, to be conducted by celebrity judges, will shortlist RJ aspirants who then undergo exhaustive training.  
 
Radio One vice president programming and brand Vishnu Athreya says, “As a brand experience it’s fantastic that we are able to give college students an opportunity to showcase not only their hosting talent but also production talent. In short, the college students run our radio station for the time they are on air.” 
 
“We have been working on our new format and finally having come up with the 20 minute format for the young and upwardly mobile. We wanted to start with the younger end of the age group that we are targeting,” says Radio One vice president sales Avinash Pilla.