`Morning No.1 might sound like the comic capers of a David Dhawan movie, but it's Red FM's way of branding its 7.00 am to 11.00 am morning slot. The network has repackaged this five-hour slot and is engaged in a massive branding exercise to establish it as the number one morning show on radio.

As Abraham Thomas, chief operating officer for Red FM, points out, the bulk of radio listening happens during the morning hours and thus the morning show is the most popular show for all stations. "Our morning RJs have been instrumental in the growth that our station has shown in the past year," he says.... more