Radio Asia launches first FM station for Keralites

Radio Asia, which has operated a 24-hour Malayalam AM service for the last 14 months, has expand its operations with the launch of an FM station for a younger audience.

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By  Vijaya Cherian Published  April 14, 2004

Radio Asia, which has operated a 24-hour Malayalam AM service for the last 14 months, has now decided to expand its operations with the launch of an FM station. The service is intended for a younger target audience and will currently be available only in the UAE. “Almost 80% of the Indian population in the country is between 18 and 40 years and we can’t meet all their needs with our AM service,” commented Brij Bhalla, general manager of the station. “Over the next couple of months, you will see our AM and FM services taking on more distinct profiles so that they address two specific age groups in the Keralite community,” he added. Elaborating on the project plan, Kish Bandopadhyay, chief executive of the Bose Group, prime investors in the project, announced that the FM service is intended to be ‘more jazzy and take a contemporary approach’. “This is where the FM positioning is and we think it is time to move into this space,” commented Bandopadhyay. The medium wave service, however, will continue to reach out to all Gulf listeners. It will be positioned as an infotainment channel and have a mix of news, current affairs, drama and music, while the FM service will concentrate on music and have only brief news flashes.

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