MUMBAI: Radio City the country's leading radio network, cranks up the humour quotient in Delhi with Joke Studio- a fresh content to tickle listeners’ funny bones. Research shows that comedy has always been a key driver for markets in Northern India from time immemorial. Keeping this in mind, Radio City launched Joke Studio, a quirky and fun show where comedians known for keeping their audiences rolling in the aisles line up to regale Radio City listeners.

Sharing his insights on the new show, EVP & National Head – Programming, Marketing, AudaCITY, Radio City, Kartik Kalla said, “Under the ambit of a national brand, we now look to ensure that all content across the nation is localised in order to suit listeners' tastes. Thus, while Radio City continues to be a national brand, Radio City Delhi will cater to listeners’ tastes from Delhi, while a Radio City Bangalore will decide on content basis feedback from local listeners, bringing out the network’s endeavours to bring alive Rag Rag Mein Daude City, the network’s national brand campaign launched last month.”

Veteran comics such as Sunil Pal of ‘The Great Indian Laughter Challenge’ and Radio City’s longest running comedy show, Babbar Sher, have been roped in to leave the National Capital in splits. Joke Studio is a prime example of Radio City using a localised approach to content and marketing, in order to bring relief to listeners in order to break the tedium of daily life.

“We have always associated with, and felt the pride that people feel in the finer nuances of belonging to their city, just like humour/comedy runs through the veins of Delhi city. It is keeping this in mind that we embarked on Rag Rag Mein Daude City, a brand campaign that defines localised content like Joke Studio – our effort to give the people what they would like to hear”, said Abraham Thomas, CEO, Radio City.

Joke Studio is all set to give its listeners a power packed of laughter therapy every day from Monday to Friday at 11am onwards with renowned artistes Sunil Pal, Amit, Maheep, Jeeveshu, Sanket and in-house laughter riot Babbar Sher. What’s more a best-of-week segment will be aired on Saturdays for a 3-hour stretch hosted by RJ Divya from 11 am onwards.