MUMBAI: Increasing competition in the gradually booming internet radio space, former RBNL business head Madhukar Pandey is all set to launch a new online channel Radio Whiskey.

Conceptualised by Pandey, the station will feature a mix of Indian and international music. The startup is in the testing phase and the channel is expected to be launched after a fortnight.

Speaking with Radioandmusic.com Pandey said, “Our entire positioning is based on the tagline ‘Nasha Music Ka’ and we will play popular tracks in several languages but the main crux will be Hindi and international music. Currently, the team is working to develop the interface and is planning the exact packaging and programming for the channel.”

The radio station will draw revenue mainly from pop-up advertisements and audio commercials. The channel also plans to have a shorter ad inventory of about two minutes per hour. “Our main aim is that the listener experience should not get affected so we came up with the idea of having a shorter ad inventory. We want to give listeners full attention,” he asserted.

Pandey has already begun the promotions on social media and claims to have received an enormous response from them with requests for event partnership and investor queries amongst others. The station is claiming to have been contacted by international music channels to play their video links online.

“Since it’s a still developing concept in India, marketing is not a problem at all. We have received an amazing response from the industry for events, barters and more. We are also undertaking excessive promotions through social media and getting the results we want,” he added.

The channel is also working upon developing apps for various devices like Blackberry handsets, iPad and iPhone amongst others.

The concept of internet radio has spread rapidly across the globe but still remains an under-penetrated area in India. With players now opening up on exploring the digital wave, online radio stations could help in recovering the diminishing market share of the medium.“According to IRF reports, the radio market is shrinking gradually. It’s not because of the channels but the core target audience now is youth, who spends maximum time on the web. I feel internet radio gives the listener an experience of social media and their favourite music together which is impossible elsewhere. I believe internet radio is the future for the medium in India,” he said.

MUMBAI: Increasing competition in the gradually booming internet radio space, former RBNL business head Madhukar Pandey is all set to launch a new online channel Radio Whiskey.

Conceptualised by Pandey, the station will feature a mix of Indian and international music. The startup is in the testing phase and the channel is expected to be launched after a fortnight.

Speaking with Radioandmusic.com Pandey said, “Our entire positioning is based on the tagline ‘Nasha Music Ka’ and we will play popular tracks in several languages but the main crux will be Hindi and international music. Currently, the team is working to develop the interface and is planning the exact packaging and programming for the channel.”

The radio station will draw revenue mainly from pop-up advertisements and audio commercials. The channel also plans to have a shorter ad inventory of about two minutes per hour. “Our main aim is that the listener experience should not get affected so we came up with the idea of having a shorter ad inventory. We want to give listeners full attention,” he asserted.

Pandey has already begun the promotions on social media and claims to have received an enormous response from them with requests for event partnership and investor queries amongst others. The station is claiming to have been contacted by international music channels to play their video links online.

“Since it’s a still developing concept in India, marketing is not a problem at all. We have received an amazing response from the industry for events, barters and more. We are also undertaking excessive promotions through social media and getting the results we want,” he added.

The channel is also working upon developing apps for various devices like Blackberry handsets, iPad and iPhone amongst others.

The concept of internet radio has spread rapidly across the globe but still remains an under-penetrated area in India. With players now opening up on exploring the digital wave, online radio stations could help in recovering the diminishing market share of the medium.“According to IRF reports, the radio market is shrinking gradually. It’s not because of the channels but the core target audience now is youth, who spends maximum time on the web. I feel internet radio gives the listener an experience of social media and their favourite music together which is impossible elsewhere. I believe internet radio is the future for the medium in India,” he said.