MUMBAI: 94.3 Radio One the joint venture of BBC Worldwide and Mid-day Multimedia has signed up music directors Shankar Ehsaan Loy as their exclusive brand endorser for the year.

We are the first radio station to �create a music passionate product' and our listeners tend to see us as the only real music station in a sea of generic radio stations. Yes the others have tried to create some �music association spikes off air' but their on air product has not done justice to the music lover and to the music creator..., says 94.3 Radio One managing director Vineet Singh Hukmani.

Adds Hukmani, And now to add a face to our promise we felt the need to associate with a superlative iconic music icon and creator who stand for that same passion. Someone who can also demonstrate the Live music revolution that is sweeping our country. We saw eye to eye in our beliefs with Shankar Ehsaan Loy who epitomize everything that new age to classic music stands for and so we have signed them up as our brand endorsers for the year... 

The station had embarked on a focused music stance position with its �Maximum Music, Maximum Choice' tagline. From July 2009, the station set to play 13 songs every hour with the �13 Gaana challenge'. This was followed up by the �No song baar baar challenge' where in again, the station stopped repeating songs in a day. RJs were also re-christened as MJs (Music Jocks) to communicate music passion and expertise. Apart from this it is the only station that plays classic songs to new songs back to back every hour to give the listener maximum choice. 94.3 Radio One launched the �Radio One music hall of fame' on air where across 31 days, 31 singers, music directors and lyricists were honored in February 2010.

Only 94.3 Radio One is a 'real music station' as it never compromises on the quantity and quality of music on air and constantly connects the music lover with the creators of music. We believe that we have connect on 'passion for music with 94.3 Radio One..., comments the trio 

Our internal research has shown us that our listeners primarily feel we are the definitive music station and this has shown tremendous results in both our internal research and in the recent IRS study where we have grown in the SEC AB 18-34 segment. We feel taking a strong stance is the need of the hour. We are working on a multimedia communication plan with SEL to take drive home our music stance position..., states Radio One AVP marketing Shyju Varkey.

There is a need for music radio to evangelize the need of music lovers and creators in this country and I have experienced every bit of that when I was playing earlier with my English rock band �Stone cold' or with my Punjabi pop band �Balle Balle Boyz'. You have to experience the elation of performing Live, to the lump in your throat when your first album is released to the long hours of practice, to the joy of fans, to even the frustration at people in the industry who do not realize how music drives Bollywood or any other entertainment in this country. We hope that with Shankar Ehsaan Loy, we at 94.3 Radio One can help the give the music lover and creator a face in one well crafted synergy. You have to �feel maximum music' to believe in maximum music and while for the other radio stations its just a �format / music connect thing', we at 94.3 Radio One, feel, breathe, and live for music..., Singh Hukmani says further.