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General News: Red FM network soft-launches Redtro 106.4 FM in Mumbai - Printable Version

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Red FM network soft-launches Redtro 106.4 FM in Mumbai - THAKUR 4K - 06-24-2016

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The Red FM network has rolled out its second FM station in Mumbai with a soft launch of the smartly named and branded Redtro One-Oh-Six-point-Chaar FM – Phir Bajao. The name, which  instantly draws from the considerable brand equity of Red FM and its popular Bajaate Raho baseline, presents a retro music station that mainlines on Hindi music from the nineties, was test-playing for a few days before it was soft-launched in the afternoon with RJ Pritam’s 11 am to 2 pm post-morning-drive-prime show which played out some handpicked songs from the 90s.

Redtro 106.chaar FM, the network’s second in Mumbai, is the first of the eight Phase III licenses acquired by the company in Mumbai and seven other centres – Srinagar, Jammu, Jodhpur, Chandigarh, Amritsar, Patna, Surat, and Chennai. The Rd FM network already has a considerable national footprint of 48 cities.

Planned as a fun throwback to the times dominated by today’s superstars and 90s poster boys Shahrukh Khan, Salman Khan, Akshay Kumar, Aamir Khan and others, Redtro 106.4 FM has been planned and positioned as “an energetic and exciting radio station that will give a modern twist to the classic retro”, and with the Red FM brand personality and antecedents firmly on its sleeve, will retain the irreverence and boldness of Red FM. A company statement says “REDTRO 106.Chaar will appeal to the matured yet young-at-heart audiences. It, clearly, is not just best music of 90s being played again, it also continues to be the provocative entertainer and ‘station of expression’ that is ingrained in DNA and carries forward the legacy of RED FM network.”

Nisha Narayanan, COO, Red FM

On how Redtro 106.4 FM was born, Nisha Narayanan, COO, Red FM, says, “Experimenting with formats and genres and bringing relevant innovation to programming is core to our strategic line of thinking. We have been dabbling with the idea of a retro music station for quite some time now. While there’re so many new players making a foray in the market and we aim to grow the market with our newest offering, we were very clear in our minds that we’ve to create a marked differentiation in the way retro is perceived. And that’s how REDTRO 106.Chaar was born. “