MUMBAI: 94.3 Radio One has launched SMS services under the SMS VAS umbrella brand of â€?Any time music- ATM'.  Launched in Mumbai  initially, the service will be rolled out in other metro cities depending on the quality and quantity of listener response.

The first ATM service is called 'Song Gyaan' where the listener needs to SMS �SONG' to 53650 and thye will get an instant SMS of what song is playing on the station currently with details of music composer and singer.

â€?Though all our MJs (music jocks) announce this information on songs, it is possible that a listener tunes in between a song and has missed it, so a simple  SMS  will help  them know which song is on air and  the ocmposer and singers involved', said  Radio One  Mumbai Station head  Bavesh Janavlekar.

The second ATM service is called â€?Song Choice'. When a listener is  tuned into a song and he likes it, he can sms â€?MYSONG' to 53650.  Following which, the listener can â€?register as his song'  and will get an alert message few minutes before the song is to be played again.  The listener can also dedicate the song by forwarding the SMS to a friend and asking them to catch the song on air.

â€?People lead busy lives and this service will help them connect to their favourite music on radio One thereby increasing involvement with the station', added  Janavlekar.

94.3 Radio One  national marketing head Shyju Varkey commented, "Radio  One's â€?maximum music' proposition is being strengthened by the launch of ATMs using mobiles and the digital space. Our listeners tune into our station for the quantity, and quality of  music primarily. Our research shows they tune into all other stations for â€?generic reasons'. We will continue to deliver innovation in the mobile and digital music space that is instant and consumer centric'.