Radio Mirchi has been introducing more variety in its music line-up across its stations. This initiative which began with Mumbai, culminated with the launch of two new shows on September 1 – ‘90 not out’ and ‘Retro Deewane’ – on Radio Mirchi Delhi. While ‘90 not out’ is aired from 11 am to 1 pm, ‘Retro Deewane’ is aired from 1 pm to 4 pm.
Radio Audience Measurement (RAM), the radio listenership service from TAM Media Research, has put Radio Mirchi on the top at least in Mumbai, Delhi and Kolkata. One of the reasons for the FM station surging ahead has been a change in its music positioning, or, as Radio Mirchi puts it, identifying the need gap and bringing in variety in its music.
It all began with Mumbai, where the FM station decided to explore two new genres – the 90’s music through its show ‘Dheemi Local’ (launched three months back), which is aired from 11 am to 1 pm, and retro music through the show called ‘Purani Jeans’ (re-launched) at night. Both these changes are said to have taken Radio Mirchi to the numero uno position in Mumbai.
In conversation with exchange4media.com, Tapas Sen, Chief Programming Officer, Radio Mirchi, explained, “Following the success of Mumbai, we realised that variety could be the key and decided to follow suit across our Hindi speaking markets – 21 markets, barring Delhi. We identified the need gap as there was a dearth of supply in this genre. However, Delhi being a huge market for us and where our lead is far greater made us a little nervous and, therefore, today we decided to make that change and finally launched ‘90 Not out’ and ‘Retro Dewaane’.”
Speaking of variety, Radio Mirchi now boasts of devotional songs, the latest hits, 90s songs, retro and so on. With this new music positioning, Radio Mirchi is yet to finalise its communication strategy, which is intended to be a multimedia campaign.
“In a country like India, you cannot be a successful product if it is rejected by the youth, and we have seen that the youth love retro music. Ironically, it was not available in good measure,” Sen added.