Entertainment Network (India) Ltd (ENIL) has signed up with Shri Puran Multimedia Ltd (SPML) as a partner to provide sales and support for the latter’s radio station Radio Mantra across eight cities. ENIL would assist SPML in identifying opportunities to secure national advertisers for its radio stations.
With this alliance in place, ENIL would sell Radio Mantra’s air time across its stations in Agra, Varanasi, Bareilly, Jalandhar, Gorakhpur, Ranchi, Karnal and Hissar, through its own sales team. The sales from ENIL would be made on an exclusive basis, at a mutually agreed upon rate card. However, the alliance does not cover local end sales for Radio Mantra, which will be handled independently by SPML.
Prashant Panday, Deputy CEO, ENIL, described the partnership as a ‘win-win’ situation for both companies. He added, “The strategic alliance is reflective of a new trend that promises to drive the radio business for the future. Such alliances would be a key precursor for future success for many companies, and not just those in the radio sector. We can accomplish more this way than by working in isolation.”
“The alliance might raise some eyebrows because in many ways, the two companies are competitors. But we believe that our advertisers would benefit by getting the best of both worlds: national reach and local relevance,” he continued.
Rahul Gupta, Director, Radio Projects, SPML, added, “The alliance between the two companies is unusual because for the first time, two radio broadcasters have come together to share resources, at the same time allowing each side to maintain its independence from the other.”
ENIL’s Radio Mirchi has also launched its 15th station in the country in Vadodara. Commenting on the launch, Neeraj Saraswat, Station Head, Radio Mirchi Vadodara, said, “Radio Mirchi in Vadodara, like all its other stations, will have localised programming content with local news that you can use everyday, every hour.”
Radio Mirchi intends to roll out 17 more radio stations by the end of this year.