MUMBAI: Jaipur based radio station, FM Tadka, has witnessed an approximate growth of 20 per cent in ad rates. The radio station attributes the growth to its out-of-the-box radio programmes and segments introduced by them.

FM Tadka recently introduced a segment called 'Cassette Hits' which caters to the music of 80s and 90s, which is usually touted t be the melodious era. "This era had great songs, but overtime, the songs got lost somewhere. So we made a data base of the music and we play original songs, many of which have been remixed today. This has garnered us a lot of positive responses. The segment was introduced recently this year," said FM Tadka Programming Head Praveen Sharma. The radio station plays one song from that particular era every hour from morning to night.

In the market that the radio station exists, i.e. Jaipur, Kota, Udaipur and Raipur, there prevails a thirst for English music. Thus FM Tadka commenced with a section called 'Firangi Tadka' which plays one international track during its shows. "We play English music at that time of the day when we have maximum listenership. So people have responded well," he explained.

According to Sharma, programming is usually based on the kind of responses they get from listeners. The introduction of the new segments vary from three to six months, which is why the ad rates for FM Tadka increased by 20 per cent post 1000 hours of live RJing. "The only thing that remains constant in our programming is our out-of-the-box thinking," Sharma stated.  

Phase III is touted to be a catalyst for radio industry as most radio networks will be increasing the number of stations in different cities. FM Tadka also has a few expansion plans. "We are a part of the Patrika group, and we would like to make our presence felt in the regions where our newspaper is recognised, so we might expand in a few more cities in Rajasthan," FM Tadka CEO Alok Sharma added.

Apart from that, the radio station, for the fourth year will felicitate women who have contributed immensely to the field of education, sports, entrepreneurship and social activities. The call for entries happens via radio and our publication Patrika. The winners get a certificate, trophy and a lot of goodies.