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Date: Signature Business Superbrands- 2nd edition(Main) 2/21/08 4:47 PM Page 22 Layout approved Name:__________________________ Designation:_____________________ Date:___________________________ Signature:_______________________ Achievements Since launching its first station in Indore in 2001, Radio Mirchi has gone from strength to strength.Today, it is one of the largest private FM radio networks in India with licences in 32 cities. As on date all 32 stations are on air. Radio Mirchi has the distinction of being the only private radio broadcaster to have licences in all of India’s fourteen cities with a population of over 2 million.This makes the channel the most valuable network for advertisers. With revenue exceeding Rs. 170 crore (US$ 42.5 million) Radio Mirchi, in its space, had an estimated 45% market share (Source: internal data).The company grew 43.6% in the financial year 2006/07. In the first nine months ended December 31, 2007 the company’s revenue was Rs. 162.50 crore (US$ 40.63 million) up 32.5% over the previous year. The channel’s strength can also be gauged from the fact that Radio Mirchi’s total daily reach in the metropolitan cities of Mumbai, Delhi and Kolkata was 7.7 million listeners Market (Source: Indian Listenership Track Wave 4 – With the advent of television and the decline in 2007). In the new Radio Audience Measurement sales of radio sets and portable transistors the (RAM) launched by the TV ratings company lyrics for the dirge of the radio were being TAM, Radio Mirchi dominated Mumbai, Delhi written.The song was sung when television and and Bangalore by logging a combined weekly then the internet were privatised – before the listenership of approximately 11.3 million (RAM radio was.Therefore, in 2000, when the first week 02, 2008).This is the highest of any station Mirchi is also the only media brand to have won phase of radio privatisation was announced, no in these three cities combined. a Gold for Best Activity Generating Brand one really expected that radio would make a But it’s not just in the metros that Radio Loyalty and a bronze for Best Activity strong comeback. Mirchi scores. Across its 32 cities this perky Generating Brand Awareness and Trial at the It’s been a fairy tale return. In 2001, the first entertainment brand reaches out to an 2004 Promotion Marketing Awards of Asia. In private FM radio station went on air.Today there estimated 22 million listeners every day.This is 2007 Radio Mirchi won four RAPA Awards. It are more than 250 of them beaming across higher than the all India reach of the leading also won two Golds at the Ad Club Kolkata and almost 70 cities in India.Thanks to FM becoming satellite TV channel. a Gold at the Ad Club Bangalore Awards mobile phone compatible, radio has indeed Not surprisingly Radio Mirchi is also a function. become the constant companion of people 24 favourite with advertisers. It has received due In 2006 Radio Mirchi was conferred the hours a day, seven days a week. It’s something recognition from several quarters. It won four of status of Superbrands in India. that newspapers and TV will never achieve. the six RAPA awards received by radio The statistics are inspiring: it is estimated that broadcasters from the Radio and Television History 25% of mobile subscribers in India have radio- Advertising Practitioners’ Association of India in Radio Mirchi’s holding company Entertainment enabled mobile phones; this simply means that 2004; and seven out of eight in 2005. Radio Network (India) Limited (ENIL) was more 60 million people have access to incorporated in 1999. After successfully radio-on-the-move. bidding for licenses in the Phase I auction Industry revenues, too, are showing an in 2000, ENIL launched its first station in upward spiral. For Indore on October 4, 2001. In the space of 2006, billings are 24 months, Radio Mirchi made its presence estimated at Rs. felt in seven cities; along the way it also 500 crore (US$ became the only private FM brand in all 125 million) the four metros. growing at 28% Radio Mirchi was also the first off the cumulatively. By mark to launch a station from the lot of 2011 they are cities included in Phase II. In quick projected to reach Rs. succession it launched Bangalore, 1700 crore (US$ 425 million). (Source:The Hyderabad and Jaipur in early 2006 and Indian Entertainment and Media Industry: completed the final rollout of the A Growth Story Unfolds, FICCI – PWC remaining 22 stations recently. Report, March 2007). Resources were poured into shipping Radio Mirchi, riding the crest of this new the highest quality studio and transmission wave, was early in seizing the opportunity. equipment.The latest in transmitters, It had launched seven radio stations by mixers and coders were sourced from 2003. Supported by strong marketing and globally renowned suppliers based in the business practices it quickly became the United States and Canada. No cost was industry leader. In the second phase of FM spared in ensuring that Radio Mirchi set licence auctions, Radio Mirchi won 25 the standards for quality of broadcast and more frequencies – all in key cities. coverage in each of its local markets. 22 SUPERBRANDS Business Superbrands- 2nd edition(Main) 2/21/08 4:47 PM Page 23 Product Radio Mirchi’s core target audience comprises the youth and young working adults (18-34, SEC AB – male and female).To cater to the specific needs of these audiences, listenership patterns are carefully researched and content developed accordingly. The pick of the slots includes the realm of their profession.The first breakfast show two honourees were Shabana Azmi (7:00am to and Shilpa Shetty. 11:00am), With the introduction of Mirchi youth-oriented Activation as a Strategic Business programming Unit, ENIL has maximised the power (2:00pm to of Radio Mirchi for advertisers.The 5:00pm), brand also capitalises on evening drive time (5:00pm to 9:00pm) and the opportunities for other businesses through late night show (11:00pm to 1:00am). events and promotional activities that offer The radio shows principally revolve around advertisers a combination of radio and on- contemporary film music. It’s a fun-filled package ground events. It delivers heightened brand of pure energy hosted by turbo charged radio awareness for their products and services cost- jockeys, who also host interviews with effectively. celebrities and engage listeners in lively Among the activation teams’ recent successes conversation. have been exhibitions like Para Football in The play list is drawn from a master list of Kolkata, Mirchi College of the Day and Mirchi sound recordings using a research process that Kitty Party. is customised and conducted by IMRB. Since radio is a local medium, all Radio Mirchi stations Brand Values have a very local product and broadcast in a Fun. Joy. Exuberance. High spirits. Energy.Verve. number of languages like Punjabi, Gujarati, Sparkle.Vigour. Dynamism. Zing. Nothing less is Marathi,Tamil,Telugu, Kannada, Malayalam and expected of a youthful brand. Peppered in right Bengali. measures by these elements the brand has everything to spice up the rough and tumble of Recent Developments modern day living. Whether it’s beating the In the last one year, Radio Mirchi has been Monday morning blues, riding out a rough day at rapidly expanding its footprint across the work, shutting out the weariness of negotiating What has worked for Radio Mirchi over the country.The network comprises: Delhi, Mumbai, bumper-to-bumper traffic or simply getting into last seven years has been the focus on Kolkata,Thiruvananthapuram, Bangalore, the groove, there is one friend people can turn attracting, developing and retaining talent. Mangalore, Coimbatore, Madurai, Chennai, to, any time of the day or night – Radio Mirchi. Creative and innovative content and Hyderabad,Vijayawada,Visakhapatnam, Raipur, It’s hot and it’s happening because the brand programming formats became for Mirchi the Jabalpur, Bhopal, Indore, Nagpur, Aurangabad, strives to add fun to every moment. real differentiator over other radio stations. A Nashik, Kolhapur, Pune, Panaji, Surat,Vadodara, close bond was forged with the nerve centre of Ahmedabad, Rajkot, Jaipur, Lucknow, Kanpur, www.enil.co.in Indian pop culture – the Indian film industry. Varanasi, Patna and Jalandhar. www.radiomirchi.com Such is the extent of popularity of the cinema ENIL went public in February 2006. Indeed, it www.timesoohmedia.com that on any given day about 15 million people is also the only pure play radio broadcasting watch a movie in one of several Indian company to be listed on the Indian stock languages (Source: Producers’ Guild). market.Today the valuation of the company on Radio Mirchi is known today for its unique the Stock Exchanges is around Rs. 2500 crore programmes and shows – musical or otherwise (US$ 625 million). – that incorporate the best of Hindi, Bengali, Telugu, Kannada, Malayalam and Tamil film Promotion industries. Building Radio Mirchi into a happening blue chip Radio Mirchi has also been amongst the first brand wasn’t a matter of chance. Its private FM radio networks in India to development has been the result of promote albums of popular Hindi intensive research, top quality films. Securing exclusive FM programming and aggressive broadcasting rights of the music of marketing. It keeps the brand relevant these films within a fortnight of to customers and remains high on the initial release of the album, the recall quotient. has given it further edge over Various promotional activities rival stations. Such initiatives have have infused and injected it with only ensured for it a dominant panache. Annual events like the share in listenership in several Mirchi Kaan Awards for radio cities.This is what makes Radio advertising boasts of a jury that THINGS YOU DIDN’T KNOW ABOUT Mirchi a hot proposition among includes the who’s who of the advertisers who are constantly advertising industry; the ENIL searching for avenues to park their eagerly awaited periodic rupee in.
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