Radio City 91.1 FM is gearing up for the next phase of FM radio expansion in India by launching a new loyalty reward programme for its listeners.

The network is expected to go live with this initiative this week across all its 20 stations.

The concept will allow listeners to rack up points for every interaction with the station through a text message.

These points can be exchanged for rewards with local retailers and at station events.

The concept was created based on research findings which suggested that listeners are looking for more value addition and interactions with the brand.

The station also plans fine tune its programming based on the data collected and analysed through the initiative.

Radio City has already launched a brand-campaign earlier this month with the tagline ‘City First toh Aap First’ (When City is First, So Are You).

Apurva Purohit, CEO, Radio City, told exchange4media:  “The fact that we are putting the consumer at the centre and listening to him, indicates a marked change. The industry has been waiting for three years for Phase III. We thought it was a great time to refresh the brand and increase its relevance. With Phase III we will be going to even smaller towns and we wanted to be relevant to those listeners.”