MUMBAI: Radio City 91.1 FM, has changed its programming in Chennai to cater to the cr譥 de la cr譥, following the recent change of its frequency to 91.1 FM for uniformity on all its stations across India It will now play 70 per cent content in English and the rest in Hindi and Tamil Chennai from 9 November 2006.

Along with this new frequency, actor Madhavan has unveiled a fresh new Fixed Point Chart (FPC) with loads of innovative shows, more interviews with hot stars, more contests and prizes, and definitely a lot more English music.

Radio City 91.1 FM has always believed in providing its listeners with the best. Radio City 91.1 FM, Chennai, which earlier used to operate on the frequency -105.8 FM and predominantly had Tamil content, has undergone a revamp and will now air content, predominantly in English, along with a right mix of Hindi and premium Tamil music. The content is tailored to suit the day part and audience who specifically tunes in and will follow the mood map concept, which is followed by Radio City across all its stations.

Listeners can now look forward to start their day with Radio City 91.1 FM, the only station to air western classical, fusion and world music on Morning Raga from 5 am to 7 am in the early morning band. Additionally, there will be dedicated housewife and student time-bands specifically scheduled in the FPC.

Targeted at the discerning music lovers cutting across premium audiences comprising of students, housewives and working men, the innovative and fresh Radio City 91.1 FM programming is an outcome of an in-depth study undertaken by the station to understand the listening habits and tastes of Chennai-ites.

The findings confirmed that there is definitely a large audience just waiting to listen to the Radio City kind of programming mix. Radio City therefore has very clearly filled a huge need-gap in Chennai, where every other FM station plays Tamil music predominantly.

Elaborating on the strategic importance of the change, Radio City head marketing Rana Barua said, "We are thrilled and proud to announce the strategic changes in programming for Radio City, Chennai. Our research helped us to understand the minds of the traditional and Tamil film music inclined Chennai listeners. We have customised our programming with a fantastic blend of English, Hindi and Tamil programs reflecting the true sound of cosmopolitan Chennai"

"Our content is tailored to suit the day part and audiences who specifically tunes in within that day-part, which will ultimately give advertisers a great value for their money spent. Our music expertise and innovative programs will stir listeners to indulge in their kind of music. We would continue to play the best and make Radio City an integral part of the lives of Chennai-ites," he added.

As part of the big activation idea, Radio City 91.1 FM has planned a host of exciting on-air and on-ground activities at happening malls across the city like Landmark, across multiplexes like Satyam and several hangouts like Caf頍ocha.

Additionally Radio City 91.1 FM also has entered into an exclusive tie-up across the 28 Spencer`s Dailies outlets in Chennai, which will make the visitors `hum` and groove to Radio City`s foot-tapping music all day long. Its interactive programming content will mesmerize and connect with the people of `Chennai` offering a unique listening experience.