MUMBAI: Radio One has fine-tuned its programming from this week to serve radio listeners with their choice of entertainment in 20 minutes¦.every 20 minutes. Radio One will now deliver `masti fatafat` to their young and raring-to-go listeners in a space cluttered with radio stations, aiming to keep listeners tuned in to the station for long stretches of time. The station says it conducted an extensive survey in Mumbai, New Delhi, Chennai and Bangalore amongst listeners and found some interesting facts related to listening habits of people. The survey has shown that, on an average, a listener stays tuned in to a station for about 20 minutes. A whopping 40 per cent of listeners stated that they surfed to another station after 20 minutes. Another aspect of the survey showed that listeners, apart from good music like to have regular doses of humour and infotainment."It`s not a paradigm shift in thinking. It`s still about the music, creative elements, hosts and packaging. The ingredients are all the same. The dish served will be completely different. The 20 minute format works on the principle that if a listener is listening to an average time of 20 minutes, the programming mix is designed to achieve that," says Radio One`s programming and brand vice president Vishnu Athreya.
The station says this 20 minutes segment is like the 20:20 concept in cricket where every person in the audience expects either a boundary or a sixer or a wicket with each delivery. Radio One has adapted the same concept to radio. While the basic programs like Mumbai Top 30 and Vivid Nights stay the same, each hour is split into three segments of 20 minutes each. Each segment of 20 minutes will have a quick infotainment news link from BBC, humour element like Lallan Talkies and Ehsaan Faramosh, two to three hit songs including a classic hit and contest to be won.