@livemint.com: In a bid to cater to the population base who appreciates international music from the usual Bollywood fare, FM channels have processed a shift towards the same. FM channel Radio One features among the names who has introduced this shift in Mumbai.
Presently, Radio One is the only channel that has broken the mould prevalent in India and has started playing songs of varied genres. It has made the same shift in Delhi as well. Demand for Hindi music is much more than international music which makes it cumbersome for those who want to tread in different lines. However, urban tastes have undergone a change and preference for international music has moulded this transition. It is evident in Radio One’s enhanced cumulative reach of 28.5% from 28.1% in Mumbai within the first month of its relaunch. Further, growing acceptability among advertisers constitutes another indication that it is on the right track and is poised to grow even stronger.