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News |  31 May 2007 16:58 |  By RnMTeam

Radio Today launches Meow 104.8 FM

MUMBAI: Radio Today Broadcasting Ltd, the radio division of the India Today Group, has launched Meow 104.8 FM in Delhi.

Breaking the clutter, Meow 104.8 FM will be a niche talk-based radio station, targeted at women. The private FM stations have followed the mass route, focussing on music.

Plans are afoot to launch in Mumbai, Kolkata, Amritsar, Patiala, Shimla and Jodhpur in 2007.

Explaining the brand name Radio Today COO Anil Srivatsa said,"Meow embodies the attributes of a woman, where she can be all by herself. It symbolises spirituality, sensuality, professionalism. It is more than a cat call as everyone initially perceives. The cat is much more feminine, clean and free in itself. The various moods of a woman is explained. When somebody says meow four times, he can't help laughing."

Banking on the talk-show format, Meow 104.8 FM will seek to be the voice of the woman. Says Srivatsa,"The launch of Meow 104.8 FM has taken immense courage and Radio Today believes that it is fantastic to be different. Talk-based radio is an exciting new concept and will certainly be an emerging trend in the Indian market. We believe that there are a lot of facets of a woman that can be brought alive by radio as a medium. Our programming will reflect this daily reality by making talk primary and music secondary."

The station will have 'On Air Hosts' as talk-show hosts, rather than 'jockeys' who host music programming. The exchanges between the hosts and the audience will be aired completely unscripted and live. With a tag line Thodi Meethi, Thodi Catty the programme list is customised to the needs, necessity and various moods of a woman.

The programming, says Srivatsa, will be"less music, more talk" on the women and by the women. The music content would be more inclined towards the retro era. The early shows will play Hindi songs while English songs will only be aired towards the end of the day.

Meow Morning is about how women are to manage the day and cook light breakfast for the family. The show will also offer health, beauty and fitness tips.

Meow Zindagi is about the various aspirations of a woman. While the afternoon segment is for Meow Matinee where the host discusses TV serials, shopping, mothers and parenting. Mama Meow from 3 pm to 5 pm is all about motherhood and parenting. Tu Tu Meow Meow, slotted at 5 pm, is about the conflicts in a woman's mind.

And Meri Meow between 8-10 pm, the focus will be on the"single state of mind of a woman." Meow Between the Sheets, aired at 10 pm and hosted by Srivatsa himself, talks about the softer side of a woman - her sexuality, sensuality and the various problems she faces. Srivatsa calls it 'talk therapy'.

"We have created a very effective programming strategy, backed by extensive research. Our content is customised for our target audience and reiterates our promise to reach out to a woman's heart and mind in every possible way. We have some of the most engaging radio hosts and an exceptionally creative programming team, which is set to deliver the best to our enthusiastic and demanding listeners," he added.