MUMBAI: Radio One has launched a unique three week marketing innovation that emphasises the benefits of the Tata Sky + product. Starting this week, the station's listeners will have the ability, via SMS, to control what they listen to in terms of content, music and even advertising, underscoring the added value of Tata Sky+.

Says Radio One station head Raj Gopal Iyer, "During each show, RJs will inform listeners that Tata SKY+ remote has now been activated and that the listeners have the power to control the show's content. Listeners can SMS in their requests to pause, record or rewind, to activate the function....

Through the three week promotional period, on shows on a given day, RJs will abruptly stop with a Tata SKY+ Pause packaging during the course of an RJ link and wait for the listener to return to activate unpause , if they receive a Rewind SMS request the RJ will repeat the last 20-30 seconds of content. If there is a request for Record the station will interrupt the current content with a recorded link or content of previous days from the same show (eg: interesting moments or celebrity interview etc. approx 1 min.) All this will be branded with Tata SKY+ Record, Pause or Rewind has been activated as feature packaging. After the recorded segment, the show continues live. The station also highlights the advertiser's Simultaneous Recording feature by fitting bytes from other shows into the live show with packaging of the feature and a mention by the host.

The station will run a contest that gives listeners an opportunity to win co-branded Tata Sky+-Radio One CDs of Radio One shows or segments autographed by the RJs.

Promotional spots for this activity are being run on the station ten times a day through all cities where Radio One has a presence – Mumbai, Delhi, Bangalore, Chennai, Ahmedabad and Pune.