India’s first and leading FM radio brand, Radio City 91.1 FM, in a bid to further enhance the ideology of its ‘City First Aap First’ campaign, launches the first ever loyalty programme by any media house in the country, for its consumers. Titled ‘City First’, Radio City 91.1 FM yet again, sets new benchmark of being a pioneering media brand which reaches out to a millions of listeners who connect with the brand on a daily basis. The brand will engage, gratify and celebrate loyal listeners.

‘City First’ loyalty programme registration open from the 6^th October for anyone who participates in a contest or sends an SMS to Radio City or gives a missed calls, or interacts through IVRS or On- Ground. The journey begins with the first interaction though any of these mediums with Radio City which act as a gateway to the ‘City First’ loyalty programme. Subsequently, every time a listener sends in an SMS to Radio City, points get added to their mobile number making them eligible for the various forms of gratification.The mobile number acts as the interface and the points can be redeemed at Radio City offices.

Talking about the breakthough innovation, Ms. Apurva Purohit, CEO, Radio City 91.1 FM said, “Radio City has always attributed its success to its listeners. They are the driving force for us. To celebrate their continued loyalty, we launched our ‘City First Aap First’ initiative and have now introduced a new dimension, bringing into play the ‘Loyalty Programme’ with ‘City First’. While the idea is to gratify listeners, who engage with the brand on a daily basis, with great offers and gifts and make every SMS they send count, the larger objective is to talk to the listeners and interact with them. I believe the loyalty programme will mark the beginning of a new era of interactivity between broadcaster and consumers.”

The gratification in term of points is based on the level of participation. For instance, if a listener has sent 3 SMSes to which the cost he incurred was Rs 9, the gratification in form of points will be 12. Similarly, if the cost incurred was Rs. 60 or 120, the gratification in the form of points will be 75 and 150 respectively. Listeners can send upto 40 SMS per month and points redeemed in a 3 month window. The points enable consumers to win rewards like talk time, shopping vouchers, movie vouchers, meal vouchers, concert tickets, interaction with their favourite jocks and opportunity to meet their favourite celebs etc.

Amongst many other things, the gratification also includes tete-a-tete with favorite RJs and celebrities, merchandise, movie and concert tickets, shopping vouchers and a chance to be a part of the exclusive ‘Radio City Blue Carpet’ screenings.

A dedicated call centre has been set up to addresses queries and redressals.

In order to apply their ideology of ‘City First Aap First’ in every activity and express gratitude for their continued loyalty, the first of its kind programme aims to reach out to the listeners by utilizing the channel’s expansive reach. From On Air to On Ground and digital, every activity that the listeners participate in will make them eligible for the loyalty programme – City First.

With an immensely successful run for the past 13 years, Radio City aims to take the connection forged with their listeners to the next level as it promises to add a fresh new dimension with ‘City First Aap First’. With distinctly differentiated content through a bouquet of exciting, path breaking initiatives, ‘City First Aap First’ will uniquely position Radio City to capture and sustain a lion’s share in the market delivering an unmatched radio experience.