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In keeping with their fun, young, urban brand proposition, Radio One FM 94.3 has launched a unique new initiative for their target audiences, the college youth. This first time ever, 360 degrees concept of Radio One called ‘Coca Cola - College Champions’ is spread over college campus, television and radio and is presented by Coca Cola in association with MTV, Westside and BPL Mobile.

The concept offers, for the first time in India, college kids to be a part of a radio show as well as a TV show. ‘Coca Cola â€" College Champions’ will give promising college kids a chance at hosting their own radio show for a whole week on Radio One FM 94.3. What’s more, the entire selection process will be telecasted by MTV the global leaders in entertainment for the youth segment, who are exclusive television partners for the initiative. This initiative will also help pick up that guy / girl who has the MTV Quotient and will be the face of MTV on that campus.

The show will kick off with Radio One FM 94.3 conducting extensive road shows to reach ---- colleges in four metros across India -- Mumbai, Delhi, Chennai and Bangalore. The auditions, to be conducted by celebrity judges will shortlist RJ aspirants who then undergo exhaustive training.