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Radio One hunts for 'College Champions'

Indiantelevision.com Team

(19 July 2007 3:30 pm)

MUMBAi :Radio One 94.3 FM has launched 'Radio One - College Champions', a 360 degree marketing campaign spread across several college venues as well as television and radio.

The campaign will kick start in several colleges in Mumbai, Delhi, Chennai and Bangalore. As a part of the campaign, Radio One will be scouting for RJ's from these colleges whom they are looking to train at the respective stations.

College students will be given a chance to host their own radio show for a whole week on Radio One FM and this process will be telecast in MTV.

The channel will also select the best college kid from each college as the face of MTV on that campus.

Radio One VP programming and brand Vishnu Athreya said, "Radio One has always prided itself in doing activities differently and 'Radio One - College Champions' is one such innovative initiative. As a brand experience its fantastic that we are able to give college students an opportunity to showcase not only their hosting talent but also production talent. In short, the college students run our radio station for the time they are on air."

"We have been working on our new format and finally having come up with the 20 minute format for the young and upwardly mobile. We wanted to start with the younger end of the age group that we are targeting. The sponsors have confidence in our venture that we are truly the young, fun, urban and cool station. The brands that are associated with the property have perfect brand fitment with the activity," said Radio One VP sales Avinash Pillai.

MTV VP marketing Aditya Swamy said, "College is the home of brand MTV and user generated content is a trend that is here to stay. This partnership with Radio One lets both brands talk to consumers in their environment and gives them an opportunity to create something unique. Through this event, we will activate our CEO club (campus executive officer), where we will pick up that guy / girl who has the MTV Quotient and will be the face of MTV on that campus".

The campaign has been presented in association with MTV, Westside and BPL Mobile.

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