As I extend my best wishes to Indian Newslink readers good progress in their professional and personal lives, I wish to write about the waves of changes that have been occurring in Radio Tarana, making 2012 an exciting year on many facets.
While you would ‘hear’ of the changes in our programme content throughout the year on your favourite radio station, the most colourful ‘visual change’ that you would ‘see’ would be our logo.
In effect, it reinforces the fact that Radio Tarana is an Indian Radio Station with a penchant for professionals who deliver higher levels of quality programming, effectively using the state-of-the-art technology.
In effect, our new logo symbolises and highlights change.
As the famous management guru Steve Covey said, “Change is the only thing constant in this dynamic world.”
The changing demography of New Zealand and the evolving technology have prompted us to revisit our marketing strategy, realign our strengths and refocus on the existing and emerging trends.
Radio broadcasting in a multicultural and multiethnic environment like New Zealand poses a series of challenges and opportunities.
Radio Tarana is among the early stations that have successfully integrated the electronic media and social networking sites to reach out to the communities that it serves. In doing so, we constantly understand not only the dynamics of the marketplace but also the changing tastes and preferences of our advertisers, patrons, listeners and well-wishers.
The logo
Our new logo conforms to a ‘traditional Indian Shape,’ incorporating a holding device with colour vignette and overlay effects of multiple shapes. The result is a holding device, which reflects a unique shape that is both intriguing and reflecting a mode of communication.
The typography selected represents Indian architectural arches, with the length of the letter format echoing the height of pillars.
Our designers recommended retention of the erstwhile red and yellow colour palettes but extended them to reflect change, that is dynamic and indicating the changing Indian community.
The strategy behind the new logo is to portray Radio Tarana with an Indian, modern look, proud of its Indian roots, quality content and award-winning programmes and presenters.
We see ourselves as the heart of the Kiwi Indian community and as a trusted source of information.
Community ownership
This brings us to positioning in the radio market and Indian Media in New Zealand. We feel that the community needs to take ownership of the station and the strap line, ‘Your Indian Radio.’
Radio Tarana belongs to you, listeners.
After much evaluation of the radio market and our current content, we are proud of the fact that Radio Tarana provides more than others; we are your voice and entertainment source, covering everything including news, views and information to music, show business and events.
As part of our rebranding strategy, we have engaged a heavy marketing campaign across all media including mainstream television (TV One and TV 2), in which our advertisements run from February 11 to February 29, 2012) during a number of programmes including Breakfast News, Good Morning, 20/20, Two and a half men and Shortland Street.
I hope you would find our new look interesting and engaging. But behind that new look and approach remains an even stronger determination to serve you better and serve you more.
Robert Khan is managing director of Radio Tarana based in Auckland.
