TV Today Network has unveiled a revamped brand identity for its FM radio channel, Meow 104.8 FM.
Christened Oye! - Sabse Filmi, the radio channel will now explore Bollywood as opposed to its earlier strategy of targetting women listeners.
The radio station will provide customised offerings across Mumbai, Delhi, Kolkata, Amritsar, Jodhpur, Patiala and Shimla.
As part of the re-branding it will also be launching new shows - Nikal Padi, Time Machine, Remote Control and Love Stories.
Besides the new shows, the radio station will broadcast moments of Seedhi Baat, an interview-based show hosted by Prabhu Chawla on Aaj Tak, part of TV Today Network.
''Innovative content will be the differentiating factor for the radio station,'' said G Krishnan, CEO and executive director, TV Today Network.
The station is looking to engage listeners through well researched music and engaging radio jockeys.