MUMBAI: Radio One in Chennai has revamped its content, turning itself into a complete Bollywood station from 6 July, 2015. The radio station, which was previously a Tamil request station, has now changed its tagline to “100% Bollywood, 100% Chennai”.

Talking about how the radio station come up with the idea of revamping its content, Radio One, Station Head, John Justin said, “Chennai has changed drastically in the last five years on many positive aspects. It is a much more cosmopolitan and globally connected city now than ever before. Movie screens have begun to push both, Bollywood and Hollywood cinema while continuing the best of Tamil cinema. With many IT professionals from different Indian cities now residing in Chennai, and growing affluence of ‘retail entrepreneurs’ who love Bollywood as much as they love Tamil music, the time is ripe to give the city a Bollywood station as there is already a sea of accomplished Tamil stations.”

Justin also revealed that there will be no change in RJs, as the existing ones will manage the new content. Radio One took into consideration advertisers before making this decision, and are enthusiastic about the change. Post this decision, advertisers from Bengaluru have been keen to advertise on Radio One Chennai.

The marketing plan for promoting the new content will be done on air and via social media with the theme #LoveTheChange. The activity will further highlight how Chennai has evolved into a global city and residents of the city who love change, which makes it a better place to live.

When asked if maximum air time on the radio station will be consumed by south Indian artistes, Justin said, “South Indian artists today, occupy a major portion in the Bollywood industry. In terms of music today, AR Rahaman is the biggest music director in Indian cinema. And as we look further, Shankar Mahadevan, Hariharan, Benny Dayal are all from South India. In terms of film making, we have some big names like AR Murgadas, Maniratnam, Prabhudeva and Balki who stand out in Bollywood. So the content will revolve around what is happening in Chennai and the music will be Bollywood.” The radio station intends to play all the latest Hindi cinema tracks.

The radio station will also be launching the music of ‘Bajrangi Bhaijaan’ for listeners in Chennai with special airing for listeners.