Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Private FM radio to go on-air in Mumbai soon

06-April-2002
Font Size   16
Private FM radio to go on-air in Mumbai soon

`Drive-Time' as opposed to television's longstanding `prime-time,' will rock the Mumbai by month-end, as the first of five private FM radio broadcasters holding licences for Mumbai, go on-air.

The first to take off will be Millenium Broadcast, promoted by the Salgaocar group. Followed by Entertainment Network India Ltd (ENIL), Mid-Day Multimedia (both of whom plan to start broadcasting by May 1), Music Broadcast India Pvt Ltd (MBIL) and Living Media.

FM licences were auctioned in March 2000. Ten players got licences to set up 37 FM stations in 19 cities with a deadline of December 29, 2001. But due to delay in launching services, the Government set new deadlines, April 30, 2002 for Mumbai and August 31, 2002 for other metros.

A recent FICCI-Andersen report attributed the delay to some players dropping out (high licence fees, stiff conditions, high capital cost and nascent radio market entailing development costs), thereby hiking the investment burden of other consortium members.

Currently, `Radio City' from MBIL is operational in Bangalore, while ENIL has launched its `Radio Mirchi' in Ahmedabad and Indore. Millenium Broadcast's FM broadcast is branded `Win 94.6', seemingly a trend ushered in by Mid-Day's choice of `Go 92.5' for its planned service. The numbers refer to assigned frequencies, such naming a habit with broadcasters abroad too.

Unlike private FM's earlier avatar, broadcast this time is round-the-clock and facilities, from studio to broadcast, fully involve private infrastructure.

Win 94.6 will cover a radius of 120 km, targeting 5 million potential listeners around Mumbai. With drive-time spanning 7-11 AM and 5-9 PM and a 24 hour-broadcast cycle, it is looking at overall revenues of Rs 15 crore to break-even in 18-24 months' time.

Source: Business Line

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Launches third phase of TVC campaign ‘Think it. Done’

Based in Mumbai, Usha has nearly two decades of experience in the Indian media and entertainment sector and will serve as a strategic advisor to H+K’s diverse portfolio of clients with a special empha...

Report based on media channel data in 96 countries and detailed findings from the world‘s key ad markets, which between them account for approximately two-thirds of the value of global advertising tra...