MUMBAI: Bhaskar Group’s first FM station MyFM has moved to its new frequency 94.3 from today. Earlier MyFM was operating on the 106 FM that was given by the government.

Says MyFM national programming head Viplove Gupte, "Frequency and the station name are two prime identifier with the FM station, they speak a language of attitude that the listeners empathize with and thus builds the brand.”

According to an official release, he said, "In normal course a change in frequency would create a setback. But when you have a product that matches with listeners taste – epitomizing the attitude ‘dil se’ - it’s the listeners miss the content / programme much before the radio station misses them.

"Its they, who seek out the content and in the process their favourite radio station. MyFM fortunately has reached this level of comfort on programming and activation- result of knowing their listeners's pulse, their ambitions, desires and most importantly their inner self- what translate and means Dil se."

Bhaskar Group communication head Sanjeev Kotnala believes, "At the end of the day - listeners get attached to at least one or maximum two frequencies - stations as their priority set. And it is for these stations to continuously perform for their listeners- to prevent any outsider to join the club.

"A listener will tune in to your frequency till you do not give him a reason to shift to another frequency. So the game is all about the listener’s choice and you’re realizing and acting on them. It’s all in the programming just like the content in a newspaper that makes or breaks a station. And this could be a very simplistic way of placing the complex 24 hour clock work of a FM station"

Presently MyFM has initiated a ground level ‘Kaan marodo' campaign which asks people to tweak Kaan (dial) and tune in to the new frequency. Also the media communication exercises listeners to smoothly move over from 106 to 94.3FM, informs the release.