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BPL’s
Innovision’s Indigo FM, Music to hit airwaves by Oct
Wireless, internet, broadband and now music. With a view to
`bringing back the romance into radio’ BPL Innovision
business group’s new venture - Indigo Radio Private Ltd.
- is all set to go onstream with a 24 hour FM Radio channel
- Indigo FM in Bangalore and Kochi, according to the company’s
chairman and CEO Rajeev Chandrashekhar.
Indigo Radio, the 100 per cent BPL Innovision owned company
was also gearing upto simultaneously launch its music label
- Indigo Music - which will function as a launch pad for young
and passionate musicians, Chandrashekhar said.
While investments to the the tune of RS.9.5 crore have been
made towards the license fees in both the cities, the city-specific
investments are put at approximately Rs 3 crore for each city
towards infrastructure requirements. The music label will
also be extended to integrate the internet, in keeping with
company’s progress on media convergence. Both the initiatives
are expected to take off by Octo ber .
According to Indigo Radiohead (content and brand), Vineet
Singh the strategy was to build on three key strengths of
the radio medium -large scale penetration , city centric transmission
and interactivity.
“The idea is to get the music in tune with the flavour
of the city. The content in itself with have a large variety
in terms of the music and also serve as a platform for a new
genre of interesting mixes of stroke fusion to evolve,”
Singh said. The saffron colour of the company’s logo
represented the Indian core, while the blue showcased the
western and modern outlook of the generation today, he said.
While the transmission will be 24 hours, close to 8 hours
will consist of interactivity music sessions on the channel.
“We are looking at total digital transmission that will
take quality music to the listeners. City specific constumisation,
superior content and delivery are key focus areas,” said
Indigo’s head (operations), Ajit Menon.
While the plan initially was to be a `two-city brand’
the strategy was to gain a strong-hold in the radio-music
space in Bangalore and Kochi and later extend operations to
other cities like Hyderabad, Menon said.
The music label by itself would look at introducing fresh
talent to the music scene by releasing titles under its brand
name, he said.
Music releases by close to six new artistes from across the
country have been planned for the initial launch phase and
the company is also looking at organising live performances.
“We are currently working out our content delivery models
for Indigo music and the Internet will also be a key channel
which can effectively bridge the divide between physical and
virtual distribution needs. Various download formats are currently
being evaluated and content alliances are being worked out,”
Menon said. While actual revenue projections were not available,
he said that Indigo Radio was looking at three main revenue
streams - FM Advertising, Music titles and downloads via the
Internet.
Kavitha Rajasekhar
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