2. HISTORY
India today group launched Meow
104.8 FM on May 30, 07.
It was India’s first talk-based radio
station for women.
Anil Srivatsa, the COO of radio
division of India Today group believed
that there are a lot of facets of a
woman that can be brought alive by
radio.
Its tagline ‘Thodi meethi, thodi catty’
conveyed its desire to appeal to the
swinging moods of a woman.
3. MEOW FM RE-BRANDED AS OYE!
104.8 FM
With the new positioning the radio chanel now
focussed on bollywood quotient offering listeners a
mix of bollywood, RJ talk and humour.
The new tagline ‘Sabse Filmy’ demonstrated the focus
on the ‘filmy’ way of life and moving away from the
women only specials.
The station also aired some of the best moments of
seedhi baat, a popular interview based show from Aaj
Tak hosted by Prabhu Chawla.
4. PROGRAMMING CONTENT
‘Oye! Morning Show’ (7am-11am) features music & city news in filmy style, and
‘Ma Kasam Jeetunga’ (11am-2pm) listeners can play quiz and win prizes.
Afternoon ‘Request Show’ listeners can dedicate songs to their love ones.
Programmes like ‘Khas Peshkash’ presents ghazal versions of popular
bollywood songs like ‘Munni Badnam’ & ‘Sheila Ki Jawani’, while ‘Cinema Ke
Faide’ is a humorous feature on Bollywood.
‘Oye! Hoye Khurana’ offers sharp, witty takes on names of bollywood movies.
The midnight show ‘Gutar Gu’ (9pm-1am) is based on tweets made by
bollywood celebrities.
5. SIDDHARTH KANNAN-RADIO
JOCKEY
Siddharth Kannan is known for entering the Limca Book of
Records as the youngest RJ at the age of 14.
Known as the Big B of radio, he describes his first love as Radio.
He returned on the jockeying circuit with Meow FM after
anchoring and producing shows.
He received ‘The Best Radio Host’ award & ‘The Most Path
Breaking Radio Show’ award in the ‘16th Lions Gold Awards’ 2010.
He is the official voice of ‘IIFA’ for last 5 years.
6. IMPACT ON LISTENERS
The fun celebrity talk shows and witty humor of RJ’s helps in
generating interest amongst the listeners.
The frequent traffic updates also helps the listeners to stay
connected to the radio station.
Several quiz shows encourages the listeners for participation.
Daily horoscopes & health tips attracts the attention of the
listeners.
7. OVERALL ANALYSIS
The radio station is available across 7 cities- Delhi,
Mumbai, Kolkata, Amritsar, Patiala, Shimla & Jodhpur
which makes it a globally accepted radio chanel.
Well researched music, wacky jokes by RJ’s & several
new features helped gather great response from the
listeners.
It also plans to go beyond bollywood’s glamour and
connect with its audience on a personal level.
