The Spicy Hot Radio Mirchi

The genesis of Radio Mirchi, the largest private FM Radio operator in the country in terms of number of operational stations and revenue, dates back to the year 2000.

Entertainment Network (India) Ltd. was incorporated in June, 1999. It was promoted by Bennett, Coleman & Co. Ltd. (BCCL) and Times Infotainment Media Ltd. (TIML). Entertainment Network (India) Limited (ENIL) won the maximum number of licenses, including licenses in all four metros in the year 2000, when the government formally announced auction of 108 FM frequencies across 40 cities. Radio Mirchi, the channel identity of ENIL thus got off to a roaring start with presence across the country including all four metros (the only company to have presence in all four metros).

This private broadcasting industry is dominated, among others, by the following players, M/s Entertainment Network (India) Limited (Channel Identity Radio Mirchi), M/s Music Broadcast Private Limited (Channel Identity Radio Sity), M/s Radio Today (Mumbai) (Channel Identity Red FM) and M/s SUN TV (channel Identity Suryan).

Radio, which was becoming an extinct species, has revived itself very strongly with the advent of these private channels. The importance of localized coverage with regard to flood affected and drought affected areas, area wise information of water loggings, traffic jams, traffic speeds, power cuts and commuters spending hours stranded in cars have contributed to enhanced interest in this medium of communication. Added to this are the stress buster doses by way of jokes, tit bits and imitation of various celebrities which makes these channels scale up the priority ladder.

Such is the reach and listenership of Radio Mirchi now, that it has become the No 1 player in the industry and people relate to it just the same way people used to relate to Colgate and toothpaste. Radio Mirchi has become synonymous with a radio channel.

The success of Radio Mirchi can be attributed to its skilled man power, ability to understand the audience needs be it any region and the capability to fine tune content based on the culture and taste of the local audience. In this day and age of competition, Radio Mirchi has been able to retain and expand its audience and advertises by providing them superior and quality service.

Another up for Radio Mirchi came yesterday when Bollywood star Vidya Balan launched Radio Mirchi on 98.3 FM in Jaipur. With this, Radio Mirchi listeners in Bangalore, Hyderabad and Jaipur as also the four metros can tune into the station at 98.3 FM. With this the communication across cities would be more effective.