Buzz Radio & Kismat Radio to rebrand to Sunrise Radio 2 & 3

Sunrise Radio Group is set to rebrand Buzz Radio and Kismat Radio stations in December to Sunrise Radio 2 and Sunrise Radio 3 respectively, BizAsia can confirm.

In an effort to streamline its stations and place them directly under the Sunrise Radio brand, the company will drop Buzz Radio and Kismat Radio names from Sunday 1st December. This is the biggest ever revamp for the station’s two services since they were launched by Sunrise Radio Group.

Sunrise Radio Group follows in the footsteps of BBC’s national radio stations BBC Radio 1, 2, 3, 4, 5 and 6 with a similar Sunrise Radio prefix on each station. The music policy is expected to remain the same on each station with Sunrise Radio 1 (Sunrise Radio) specialising in a mixture of latest and adult contemporary hits, while Sunrise Radio 2 (Buzz Radio) concentrating on youthful hit music and Sunrise Radio 3 (Kismat Radio) catering for old and regional language music.

The rebrand may help boost the station’s profile and possibly improve the ratings of Buzz Radio, which has been lagging behind. Similarly, the change may affect the audience’s perception of Kismat Radio, which has undergone various programme revamps lately.

Each station is expected to get brand managers by the end of this year, with most of the production being handled by Sunrise Radio Group’s new production team in India. All production work will be shifted to India to save costs and improve production quality.