MUMBAI: TV Today Network has re-christened its FM radio station Meow to Oye! 104.8. As Meow, the station had distinctly aired women oriented programming. With Oye, the programming has been tweaked, focusing more on Bollywood. The station has also adopted a new tagline- Sabse Filmi.

The media conglomerate announced the re-branding at an event in Mumbai which also saw the presence of Bollywood stars Priyanka Chopra and Ranbir Kapoor.

Being a part of TV Today Network the station will get an edge in terms of synergy for content including celebrity interviews and promotion. The station has announced a host of new shows including Remote Control, Time Machine, Gramaphone, Nikal Padi, Love Stories and Talkies. The station has also roped in ex Big FM RJ Archana Jani to host its morning show in Mumbai. The station will also air some of the best moments of Seedhi Baat, a popular interview based show from Aaj Tak hosted by Prabhu Chawla 

The new offering will be spread across all its seven cities on operation- Mumbai, Delhi, Kolkata, Amritsar, Jodhpur, Patiala and Shimla tweaking its programming in respective markets to cater to consumer preference.

Speaking on the occasion, TV Today Network executive director and CEO G Krishnan said, "As an organisation we going to be very aggressive with our radio venture and wil continue to invest in the brand. All our research has shown that there is a lot of repetition across radio stations and we have an opportunity to build our identity with differentiation through innovative content."

TV Today Network chairman and Managing director Aroon Purie added, "I am very excited at the launch of our radio station. Radio has rapidly emerged as an important media vehicle and I am sure our radio station will be entertaining and engaging and will gain traction with the consumers in quick time."
 
Oye will be marketed aggressively through TV advertisements. It's new on-air jingle has been composed by music director Ram Sampath.