ABOUT•Radio Mirchi (Hindi: ) is a nationwide networkof private FM radio stations in India.•It is owned by the Entertainment Network India Ltd(ENIL), which is one of the subsidiaries of The TimesGroup.•"Mirchi" is Hindi for chili. The tagline of Radio Mirchi is"Its hot!".
HISTORY•The original avatar of Radio Mirchi was Times FM. RadioMirchi began operations in 1993 in Indore.• Until 1993, All India Radio (AIR), a governmentundertaking, was the only radio broadcaster in India.• The government then took the initiative to privatize theradio broadcasting sector and sold airtime blocks on it’sFM channels to private operators inIndore, Hyderabad, Mumbai, Delhi, Kolkata, Vizag andGoa.•The Times Group operated its brand, Times FM, till June1998. After that, the government decided not to renew thecontracts given to private operators.
Licenses•In 2000, the government announced the auction of 108 FMfrequencies across India.•ENIL won the largest number of frequencies, and thus started itsoperations under the brand name Radio Mirchi.•In January 2006, Radio Mirchi bagged 25 frequencies in thesecond wave of licences that were issued by the Government ofIndia.•This pushed the Radio Mirchi presence in 32 centers. In the firstwave of launches, Indore was the first city in India having grade offirst private radio channel.•Times decided to start radio channel to address the mass audienceas advertisers can be attracted by showing a low cost per thousand.
Areas of operation Currently, Radio Mirchi has a presence in more than 33cities, including the 6 metros of India and is the costliest stationin India as they charge more than double of the competition.Radio Mirchi’s Tag Lines:•98.3 FM - Ahmedabad Tagline "Radio Mirchi 98.3 FM - Its hot!".•98.3 FM - Aurangabad, Maharashtra Tagline "Mirchi Sunne WaleAlways Khush" Started On 23 July 2007.•98.3 FM - Bangalore It uses the tagline “Sakkath hot maga!" inBangalore.•98.3 FM - Bhopal Tagline "Radio Mirchi - Its Hot"
Continued… •98.3 FM - Chennai It uses the tagline "Idhu semmma hot machchi!" in Chennai. •98.3 FM - Coimbatore Service started on November 2007 "Idhu semmma hot machchi!" •98.3 FM - Delhi "Its Hot" •98.3 FM - Jaipur "Its Hot" •98.3 FM - Mumbai "Its Hot" •98.3 FM - Gwalior It user the tagline "Gwalior Jhoome" •98.3 FM - Hyderabad It uses the tagline "Idi chaala hot guru!" in Hyderabad. •98.3 FM - Kolkata It uses the tagline "Mirchi sunne wale always khush" •98.3 FM - Pune Tagline - "Radio Mirchi - Its Hot" / Radio Mirchi - Tikhat Aahe! •98.3 FM - Goa Tagline - "Radio Mirchi - Its Hot" and finally, •98.3 FM - Rajkot Tagline "Radio Mirchi - Its Hot"
More About Radio Mirchi’s Operation 1.It reaches out to almost 52% of FM radio listeners in Delhi 44% in Mumbai,40% in Indore,35% in Jaipur,30% in Bhopal, 20% Chennai, 17% in Kolkata, 15% in Nagpur,10% in Bangalore and 02% in Raipur. 2. Radio Mirchi started providing Visual Radio to its subscribers in Delhi from 25 July, 2006 onwards and in Mumbai since September 2006. 3. It later started its Visual Radio service from Kolkata as well.
RDS ServiceIn Mumbai; Radio Mirchi sends Radio Text containinginformation about The Name of Channel, Next Songand Currently Playing song.
Programmes of Radio Mirchi 98.3 FM •Some of the popular shows of Radio Mirchi 98.3 FM are Khoobsurat, Total Filmy, Dr. Love and many others. •Radio Mirchi 98.3 FM hosts a show called Hi Delhi early in the morning, featuring news. It changes it’s show names from city to city in order to adapt to the area better, for instance; in Kolkata, it’s called “Hi Kolkata. •Radio Mirchi also launched an Audio-Book based programme in Kolkata, named Sunday Suspense. The show presents thrilling and horror stories of Satyajit Ray and other eminent Bengali writers. The show has been a massive hit in the region.
Program Guide And Favorite RJ’s •HI DELHI - Show Days : Monday-Saturday Show Time : 7:00 AM to 11:00 AM •90s NOT OUT!! - RJ : Safia Show Days : Monday-Saturday . Show Time : 11:00 AM to 2:00 PM •2 IDIOTS - RJ : Manish . Show Days : mon-sat . Show Time : 2:00 PM to 5:00 PM
Continued… •Purani Jeans - RJ : Sayema . Show Days : Monday - Friday . Show Time : 9:00 PM to 12:00 AM •TOTAL FILMY - RJ : Vikrant . Show Days : SUNDAY Show Time : 6:00 PM to 10:00 PM •Sunset Samosa - RJ : Naved . Show Days : Monday-Saturday . Show Time : 5:00 PM to 9:00 PM •Nitrogen - RJ : Rohit . Show Days : Monday to Saturday Show Time : 12:00 AM to 4:00 AM
Mirchi Music Awards•The Mirchi Music Awards are presented annually by RadioMirchi to honour both artistic and technical excellence ofprofessionals in the Hindi language film music industry of India.•The awards, given in seventeen different categories, wereinstituted to award the best of 2008.•In 2010, the Southern edition of the awards - Mirchi MusicAwards South was launched to award the best of 2009 throughwhich artists from the four South Indian film industries(Tamil, Telugu, Kannada and Malayalam) were honored.
How is Radio Mirchi different from other radio stations? 1.As per the Radio Audience Measurement Reports (RAM), Radio Mirchi has been dominating in Delhi & is the leader in Mumbai and Kolkata. In Kolkata they are not clear leaders in SEC ABC segments. However, in the SEC D & E segments Radio Mirchi has total domination. 2.Radio Mirchi believes premiumness can be achieved by charging more from the clients, unlike BIG 92.7 FM which is comparatively more Economic and but has content which does not meet the expectations of it’s listeners. 3. Radio Audience Measurement (RAM) launched by a TV ratings company TAM, Radio Mirchi dominated Mumbai, Delhi and Bangalore by logging a combined weekly listenership of approximately 11.3 million (RAM week 02, 2008). This is the highest of any station in these three cities combined.
Strengths•Leading FM station.•Most favored Station on Road.•Popular among youth.•Present in 33 Cities and 6 Metrosattract national level advertisers.
Weakness•High commercial breaks.•Inadequate penetration.•Long queue as compared to other FMstations for connection via telephone.