Click to play videoMumbai: Address of Radio One – one of Mumbai's leading radio stations – has changed. From coming Sunday listeners will now be able to tune into the station on a different frequency – 94.3 fm, instead of the existing 92.5.
That's because Adlab's BIG FM, that are on the 92.7 band countrywide, went to court and got Radio One booted out.
"There were requests from private broadcasters for uniform frequencies across the country. I think somewhere in that planning there was a new frequency plan made and 92.5 was not a part of that plan," said Radio One 94.3FM Chief Executive Rajesh Tahil.
Predictably, Radio One is not exactly happy.
"We are disappointed by the adhocness of the policy. However, we have 94.3 in other big markets," said Tahil
Having already spent time and money on re-branding their station from GO 92.5 fm to Radio One only recently, having to now move to a different frequency is a setback for Tahil.
So, while Radio One will naturally lose listenership, BIG FM will inherit many of Radio One's 950 thousand million listeners solely because of the proximity to frequencies.
"Adlabs has a benefit of the inheritance of that frequency. It's a challenge for Radio One," said Mindshare Fulcrum National Activation Head Himanshu Shekhar.
But changing frequencies isn't new. Radio City recently moved to 91.1 FM in Mumbai without much damage. And Radio One's example will be a good test of listener loyalty.
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