The fourth player in the private radio field in Mumbai, Radio Today 93.5, has fixed its launch date for somewhere in the third week of May. This will be the first FM station in Mumbai to offer 24 hours of live programming.

The late start is attributed to a comprehensive programming schedule that will cater to the needs of the various segments of the target audience. "We will be offering programmes that would be unique and interesting to the listeners," says Aaj Tak CEO G Krishnan, who will also head the radio channels in Mumbai, Delhi and Kolkata.

Radio Today, says Krishnan, has appointed Grey Worldwide for its creatives and as its agency of record (AOR). In Mumbai, the company's transmission tower is located in central Mumbai. Says Krishnan, "As per government regulations we are not allowed to present news, but we can still share information like traffic, weather and city specific event updates, etc. We will be offering 24 hours of programming, all of which would be live."

While Radio Mirchi, Win and Go (from the Midday stable) are concentrating on playing hit albums during most of the time they are on air, Radio Today could possibly take a different route. "Looking at it from the point of view of the target audience, a radio station needs to have a personality of its own and has to relate to a specific set of audience. Hence the programming has to cater to that specific target group. We are coming up with a number of innovative programming to cater to all segments," he says.