oung college kids have become the cynosure for broadcasters and marketers alike. The latest to tap the potential of this hard-to-ignore bunch is Radio One, the Mid-Day multimedia owned radio channel.

Radio One is rolling out 'College Champions' this month, which it calls a 360-degree initiative, spread across television, radio and on-ground activities. According to Vishnu Athreya, V-P, programming and brand, Radio One, 'College Champions' will provide winning college students the opportunity to produce and host a show on Radio One for a week. ... more