MUMBAI: The Mid-Day Multimedia - BBC Worldwide venture Radio One 94.3 FM got launched in Delhi on 23 September, 2006. The radio station has been positioned as a young, fun and local station offering number one hit Hindi film music.

"We are very excited with our launch in Delhi, which is one of the most dynamic and developed radio markets in the country. Our value proposition is `No.1 HITS` and nothing else but the hits," says Radio One CEO Rajesh Tahil.

Adding flavour to the Hit pe Hit play list will be specially packaged programming bulletins from the BBC covering happenings in the world of Indian Entertainment, Business and Sports. "It`s a great advantage to have programming from the BBC. It gives us access to information and programming resources that offers us definite competitive benefit", says Tahil.

"We are a challenger brand in New Delhi and are relishing the prospects of taking the competition head on. We launch with a great team, a strong brand proposition and a clearly thought out marketing campaign, arrived at after extensive consumer feedback." adds Shariq Patel, VP, Operations.

According to an official release, Radio One has researched over 3000 songs to arrive at the best hits that Delhiites will enjoy. "Hit Music Testing (HMT) has been our foundation in markets like Mumbai, Bangalore and now Delhi and this helps us build the base of Hits on which the programming of the station can further be built on", says Vishnu Athreya, V.P. Programming, Radio One.

Much like the HITS that the station plays, Radio One`s RJs have been carefully handpicked after an exhaustive search. "Each of them epitomizes what the station is all about i.e. young, fun, deeply rooted with the local culture of Delhi and fanatical about Bollywood. They will, in turn, give Delhites their daily dose of non-stop entertainment with Number 1 Bollywood HITS" says Athreya. "Research also suggests that Delhi is getting younger both demographically and in attitude. Radio One proposes to reflect exactly that. The station is young, vibrant and full of energy in its radio jockeys and its packaging."

Radio One has been testing its signal in Delhi for over 3 weeks now and has already caught the imagination of the city. Murali Muktapuram, Station Head, Delhi says "We have already started receiving a large number of responses on the IVR and via SMS.