Almost a year after its launch in Bangalore, Radio Mirchi has recently repositioned itself as an FM station playing Kannada music predominantly. According to the new fixed point chart, Mirchi would play 80 per cent Kannada music, the balance 20 per cent comprising Hindi and English music. The station channel will be targeting consumers in SEC A and B and the youth of Bangalore who love Kannada music.
Commented Amit Satpathy, Station Director, Bangalore, “Radio Mirchi will now pack more punch with chartbusting Kannada numbers. We are confident that our listeners will enjoy Mirchi magic even more now. Our on-ground activities have also had a distinct Kannada flavour, whether it is the fashion show for cows or the Sankranthi Rangoli competition.”
Elaborating on the strategic importance of the change, Romen Sood, Executive VP and Regional Director-South and East, Radio Mirchi, said, “Even though we were aware that Kannada was the most accepted music genre, the only problem was the limited repertoire of contemporary Kannada film music a year ago. However, in the last 12 months, we have seen a virtual explosion in Kannada music output. Hence we are shifting to a largely Kannada music format.”
Sood elaborated that Mirchi conducts research on a regular basis which has shown a very strong demand for Kannada music. “In fact, we see ourselves as being pioneers in launching Kannada music with the launch of the music of the Kannada hit film ‘Aishwarya’. We are a format radio station and prefer to stick to one language of music as much as possible,” he said.