Fine-tuning relationship between radio and events, Radio Mirchi has now decided to bring in community specific and area specific events, to begin with in Mumbai. Says Farid Kureshi, "Our calendar includes events to be done on various occasions like Diwali, Dussera etc, and also on individual societies like an event for Bandra or Linking Road".
Aim is to increase listener involvement and develop a bonding between the listener and the channel - and hence the plan to take it to various communities and geographic areas. The events, to a large extent, will have local sponsors. Says Kureshi, "we have a lot of local advertiser participation also - for example - if we have an event for linking road, we have local advertisers participating in them. It definitely makes a lot of business sense to them. This is one thing radio can do in a much better way than any other medium. Retailers basically look for footfalls you can generate for him".
So when would Mumbai be a witness to these 'Mirchi' events? "In near future," says Kureshi, "We are giving them final touches and soon you will see them on ground as well as on air".
Radio Mirchi, right now, is conducting RJ hunt, claimed to be the first 'radio' event of its kind in the country. The event is in its concluding stages now, and the station defines listener participation as 'highly involved'.