Thursday, January 18, 2007

Aahaa FM to hit Chennai airwaves

Chennai is all set to have another FM station hitting its airwaves soon – Aahaa FM, the radio venture of Kumudam Publications Pvt Ltd. Aahaa FM would be an out and out entertainment channel targeting young Chennai audience. The Tamil weekly major has appointed Chennai-based creative shop WOC as its creative partner for the new channel.

The content of the new FM channel would be predominantly in Tamil with minimal English and Hindi mix. 91.9 is the frequency number of the new station.

Commenting on the account win, WOC’s Managing Director, Amudhan, said, “This is the fastest account we have ever won. We were invited and in the presentation we said that we could contribute towards the content as well, which, I think, helped us win this account. It is a fairly big account. The client has given us an absolute free hand and the media campaign would break a week ahead of the launch. It will be a big impact campaign and we are looking at some pretty powerful creative.”

“The client wanted a creative partner who understood the Chennai market and at the same time could deliver cutting edge work, and our presentation fit the bill,” he added.

Commenting on the strategy, Amudhan said, “All the existing channels have the same clichéd format and there is hardly any distinction between the one programme and the other, except for replacement of RJs for every programme. We are taking some risks and gambles to be different from the all the existing players. Unlike other channels, Aahaa FM would not be an RJ dependent station but a content dependent one.”

Chennai currently listens to Suryan, Radio Mirchi, Radio City and the recently launched Hello FM and Big FM, while Muthoot Group and Radio Mid-Day West (India) Ltd, a Radio One-BBC World combine are waiting in the wings.

Kumudam Group publishes several magazines, including Tamil weekly ‘Kumudam’, ‘Kumudam Snegithi’, ‘Kumudam Bakthi Special’, ‘Telugu Bakthi Special’, ‘Kumudam Reporter’, ‘Kumudam Jothidam’, ‘Kumudam Health’, ‘Kumudam Theera Nadhi’ and ‘Kalkandu’.