Friends FM gets younger

The Kolkata-based radio station has re-launched itself with an aim to target youth in the age bracket of 18-40 years.

Kolkata based radio station 91.9 Friends FM was re-launched on July 15. What earlier was an adult contemporary radio station catering to the age group 25-44 years is now a more youth-oriented radio station catering to the age group 18-40 years. It now aims to reach out to people who are young of mind and young at heart.

Speaking on the development, Jaideep Banerjee, general manager, programming and brand, 91.9 Friends FM, says, "We will play more of contemporary music such as latest Bollywood and Bengali music, along with the new shows that we have come up with. The idea here is that we are one of the most popular radio stations in Kolkata among the people between 25 and 44 years. We now want to expand our horizon and connect with a younger audience."

He adds that the new look will talk more of a modern Bengali youth whose mindset has changed in the last few years.

The channel has changed its brand proposition from 'Bondhu Tomaar Jonyo' to 'Adda Gaan Total Fun'. It has a new station song and has also changed its programming with several new shows to suit to its new image.

The radio channel earlier played music from the '80s and '90s. Adult contemporary music refers to the music that people grew up listening in their late school life or early college life. It is the first channel to offer music in this genre in India.

Some of its new shows are Abak Kobi Sammelan, a show on classical PJs; Minu Mashi, a show on tips for household work; Shoot Out, a sports show with Joydeep Karmakar; and Arjun, a detective show, along with music, rock shows and quiz games.

The weekend programming will wind up with a show on international chartbusters and play hits from across the years.

The channel declined to comment on whether it will be revising any ad rates for its second innings. It will continue to target people from SEC ABC.

Apart from radio announcements, the channel is using OOH as well as print advertisements to promote its new positioning. The print advertisements are spread across group dailies such as The Telegraph and Anandabazar Patrika.

The radio channel owned by ABP Group was established in 2007 and has a reach of more than 30 lakh people. It claims to be amongst the top three radio channels. The other players in the Kolkata market are Radio Mirchi, Big FM, Amar FM, Fever FM, Radio One, Oye FM and Power FM.