CHENNAI: `Non-stop hits, non-stop majaa' is the tagline of the newest radio station here.

Radio One 94.3 FM, `the only entirely youth-centric station in the city', would be launching with a blitz of stars.

Fifty of them would be playing RJ over 50 days, commencing January 10 between 8 and 10 a.m. The stars would celebrate the `spirit of Chennai', talking about their life in the city, their entry into Kollywood, things they like about Chennai and signing off with their message to young listeners.

Market research has shown that there is no channel that caters entirely to the needs of the youth between the ages of 20 and 30, said L.V. Navaneeth, Station Head, Radio One, Chennai.

The station hopes to fill that gap with a good mix of the latest hits and programme content on various topics. The station boasts of an exclusive journalistic team that would collect information for the station's content.

The station also has a mission - "We want to inculcate a pride of Chennai among the young people, give them a sense of belonging," said Mr. Navaneeth.

The all-Tamil station chose its language after market research showed some 90 per cent of the city's population listened only to Tamil songs and only around two per cent did not listen to Tamil music at all.

The station is a Mid-Day Multimedia and BBC Worldwide venture.

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