Radio Mirchi, owned by Entertainment Network (India) Ltd (ENIL), a wholly-owned subsidiary of TOI Group will be officially launched in Ahmedabad on 91.9 FM today. The station, which conducted its soft launch on December 12, is the first private FM radio station in Ahmedabad.
According to the company sources, Radio Mirchi is a contemporary channel that provides high quality entertainment to listeners.
In Indore, where Radio Mirchi was first launched, the average reach of radio as a medium jumped three times after its launch. Over 90 per cent of the population in the age group of 15-35 and in the high socio-economic groups tune in to Radio Mirchi.
In these groups — considered to be the key target group for any advertiser — radio commands as much listenership as TV viewership. In other words, radio is no longer a ‘downmarket’ medium as it was perceived to be. The average daily listening time has also jumped by 50 per cent. At present, Indoris listen to radio for about 2 hours daily — a significant achievement in the midst of the current media clutter.
Radio Mirchi has already received tremendous response from eager listeners in Ahmedabad. According to the company sources, the local advertisers are already flooding the Radio Mirchi office with calls and faxes, enquiring about ad rates on the FM radio station.
Radio Mirchi was launched in Indore less than three months ago. The station met with tremendous success in Indore and has already managed to get over 60 advertisers, local as well as national, in a span of less than 90 days.