India's Radio One Expands SMS Service

'Any Time Music' now available in Bangalore
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94.3 Radio One has brought its “Any Time Music” (ATM) SMS text message service to Bangalore, India.

Originally launched in late May in Mumbai, ATM allows listeners to text a keyword to a short code number to find out more information about the music being played on the station.

The Song Gyaan service provides a text back with the song title, artist, composer and other information. A second service, Song Choice, gives listeners a list of songs that can be marked as “my song;” then, a few minutes before the selected song is played, a text message is sent letting the person know to tune in.

Shyju Varkey, national marketing head for Radio One, stated, “Radio One’s ‘maximum music’ proposition is being strengthened by the launch of ATMs using mobiles and the digital space. Our listeners tune in to our station primarily for the quantity and quality of music. Our research shows that they tune in to all other stations for generic reasons. We will continue to deliver innovative ideas that will attract the consumer.”

94.3 Radio One, a joint venture between Midday Multimedia and BBC Worldwide, operates in seven Indian metro markets: Mumbai, Delhi, Bangalore, Pune, Ahmedabad, Chennai and Kolkata.

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