War in the Air

Pune's Radio space is not very cluttered but real competitive for sure , upto early last year it was lead by Radio Mirchi which had created lots of creating and ear catching campaigns and continuously attracted audience by various online , on air and other events . One of the recent tool was to convince listeners that station plays maximum songs without too much interference of advertisements , Mirchi achived this by putting concept of back to back songs without any
break in between. This strategy forced other players like Radio one , Radio city followed the trend . Radio one went one step ahead and declared a war with committing 13 songs an hour which is maximum , it sounded next to impossible with average length of songs being 5 minutes , even if you play continuously for 60 minutes , one can listen only 12 of them but amazingly Radio one is very comfortable in playing 13 songs with its RJ's doing sufficient talking as well as
playing advertisements in between. The trick was to play smaller songs and avoid long once , stop the song much before its ending or cut some of the portion ( mostly music) . This went unnoticed and successfully because people listen to radio while conducting their routing activities so they never pay it full attention unless there is a favourite song being played.
Overall Radio one had beaten its competitors in their own game without compromising on anything and now it was One's turn to go offensive , A channel which was any way more versatile and played all kind of music including regular program for old songs as well as English ( It is the only one in Pune Playing English songs) ।

Radio one launched new plan of not repeating any song for entire day , with a library of lacs of songs this is cakewalk for any station but it is One which connected to the real purpose of Radio where listeners want to be surprised all the time , with new songs as well with old ones. Radio one could also identify the frustration which audience faced when stations kept playing a new number dozen times in a day.Its been close to a month and competitors are clue less on how to counter this move, the only option as of now seems to follow the leader..yet again :)