MUMBAI:  Radio One, a joint venture of Next Media Works and BBC worldwide, has once again announced a change in one of its network from across the country. In its zest to create differentiated content, Radio One Ahmedabad has gone 100 per cent retro.

The station had conducted a survey wherein it emerged that most listeners are bored of the same kind of music and  the unintelligent content and no longer wish to connect to the medium. The Ahmedabad market currently has six radio players and the station aims to create differentiation from all the other existing players in the market, with content  designed for upmarket, mature and educated audiences. The station aims to be intelligent, involving and 100% retro in its new avatar.

Radio One Ahmedabad  station director Rajeev Chaterjee said, “Every single radio station in Ahmedabad sounds like a clone of the other. In keeping with the  template in each of our seven cities, Radio One Ahmedabad has created ‘100%Retro” differentiator. Now, not only will the listener get music that is like a whiff of fresh air, but it also gives advertisers a clearly profiled audience. The response that we’ve received in the past has been overwhelming – not just from our listeners but also from the advertising fraternity.”

Radio One has transformed itself into 100% international radio station in Mumbai and Delhi, hindi play in Bangalore, retro hindi station in Kolkata and100% tamil request station in Chennai.