Meow FM re-branded as Oye! 104.8 FM

With the new identity, the radio station will focus on the 'filmi' way of life and has changed its tagline to Sabse Filmi

TV Today Network has re-launched its FM radio channel Meow FM to Oye! 104.8 FM. Meow FM was distinctly targeted at the women listeners. With the new positioning the radio station will focus on the Bollywood quotient. The new tagline of Oye FM is Sabse Filmi. The radio station will offer listeners a mix of Bollywood, RJ talk and humour. The station will tweak its product offering for all its seven stations- Mumbai, Delhi, Kolkata, Amritsar, Jodhpur, Patiala and Shimla to cater to distinct consumer preference.

Being part of the TV Today Network, Oye! will have a competitive edge in terms of synergy for content such as celebrity interviews and promotion, said an official statement. As part of the rebranding several new shows such as Nikal Padi, Time Machine, Remote Control, Love Stories will be launched.

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. G Krishnan, CEO and executive director, TV Today Network, said that that the company is aggressive about the radio venture and will continue to invest in the brand.

"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," Krishnan said.