Change has its own pace at Radio Mirchi. Lately, the FM channel has lately introduced a number of changes in different segments, while some more are in the pipeline. On the content front, a bunch of new properties have just been added, there are more slated to make their mark in the next fortnight. Also, on its people front, National Sales Director Farid Kureshi has been elevated to the post of Executive Vice President, Sales. In the midst of all this, Prashant Panday, COO, Radio Mirchi informs that the recently introduced Business Development function is also shaping up well in the organisation.
Programmes like ‘Miss Gonsalvez’, ‘Bollywood Locha’ and various properties revolving around cricket have recently made their mark on the station. Among the new shows that will go on-air in the next fortnight, one will be again on veteran Bollywood stars and the other will be a marketing contest.
A show that will go on-air tomorrow is Radio Mirchi Premium Property Showcase 2004. Speaking more on this, Panday explains, “This programme showcases the ability of radio. It should help in converting potential advertisers and clients. So in essence, it is a category builder.”
Category building is precisely the objective of the new function of business development at the group. Panday explains that this function delves more on how non-advertisers can be converted into potential advertisers. Most action seen here would be based on data and research. The unit would come up with ideas that are engineered to suit clients and the station is currently in the process of discussing various such ideas with its clients. As per Panday, these initiatives not only build radio as a medium but also offer promise of gains for Radio Mirchi.
Panday also explains that Kureshi’s elevation to Executive VP, Sales not only means growth for one of the station’s oldest members but it also means a lot more responsibility on Kureshi’s shoulders. “This makes him the functional head and as we work in a matrix format, all the sales manager will now be reporting to him. At the same time, now the responsibility is looking into additional revenue streams than just FCD sales,” he says.
Panday feels the need for an overall change in all functions of a radio station to ensure sustained growth. Says he, “While opportunities have to be created for advertisers and this has to be matched with the right work force, what is also important is to educate advertisers in the manner radio has developed. Look at the results of the MRUC data. A radio Mirchi alone gives you more than any of the leading dailies in a Mumbai Delhi scenario.”
Perhaps this is an area where radio can use some help from all directions. Despite various problems in the medium beginning with the likes of the license fee structure, the medium has been able to make its mark and grow. It is worth watching how much further will the current players be able to tap on the potential of this medium.