MUMBAI: Radio one 94.3 FM prides itself with a clear differentiated format in every city and targets the international, intelligent and a well-traveled audience base.

Post acquisition by HT Media Ltd., the station is looking to revamp the product offering with a premium positioning, catering to the upscale, young TG. In light of the same, the station has now decided to increase the advertising rates by 30%.

Talking about the decision to increase the advertising rates, HT Media Ltd. and Next Radio Ltd. radio and entertainment CEO Harshad Jain said, “With the acquisition of Radio One, we are looking to revamp the product and offer an innovative and refreshing experience to our listeners and advertisers. Inventory management will continue to be a key focus area for us. Radio One has been a premium and innovative product and we will build on that. The price increase is backed by our revamped product offering. Delivering value and return on investment to our key stakeholders continues to be our highest priority.”

The radio station will now offer an uncluttered music experience to the listeners with fewer ad breaks in an hour and several innovations such as Top of the Hour premium ad break, pre-selling by Jocks before every ad break and trivia capsules during ads to ensure stickiness. The new product experience will offer a great environment for advertisers to advertise on the station.