Radio Mirchi is keen on taking its operation to a higher level. The station has just undergone some key senior management changes and has introduced the function of Business Development in its operations.
Speaking about the reasons behind this burst of activities, A P Parigi, MD and Chief Executive Officer, Entertainment Network (India) Ltd. explains, “With the Phase II of reforms in private commercial radio imminent, we are preparing for future growth. These internal movements are in this context. These movements are reflective of our aim to continue to be the market leader and pioneer in the industry.”
To enlist these changes in its structure, Sharath Chandra, the current Chennai station head is moved to the corporate office as VP – Business Development and Marketing. Consequent to this movement, Romen Sood, Station Director, Kolkata will take over this position and Anand Parameswaran, Marketing Head, Chennai will take over as Station Head, Kolkata.
Speaking more about the function of Business Development, Parigi informs, “If radio has to take the next leap forward, the category needs that extra push. We have put together a core team to focus on category and business development of radio amongst the two key constituents of radio’s consumers - listeners and advertisers. The thrust of business development will be to encourage advertisers and agencies to include radio on a much larger scale.”
As to what is the objective behind these changes, Parigi replies, “Changes in any organisation are a continuous process. The focus of these changes is to maintain and enhance Radio Mirchi’s position as the number one and only national brand in commercial radio.”