Radio Mirchi is looking to reinforce its image as the top private FM channel, and is undertaking a number of branding initiatives to achieve its objective. The FM channel from the Times Group is all set to revamp itself in the New Year. “Starting January 3, 2005, we will see a complete change of stationality for Radio Mirchi. With the signature tune of the channel remaining same, four new properties will be introduced. New programmes, promos, bumpers and sparklers are some of the changes that will be seen,” said Tapas Sen, Senior VP, Programming, Radio Mirchi.
According to Sen, the changes will be subtle so that they can register with people. “Unlike television, radio stations cannot go for a complete revamp as listeners have to like and accept the changes before we move further,” he said. “Considering that this would be the festive season with Christmas and New Year’s round the corner, we will see some content innovation in December itself,” Sen added.
According to him, the recently concluded RJ Hunt in Delhi was as much a branding initiative as a talent search. The hunt ran in all major cities like Mumbai, Ahmedabad, Pune, Indore, Kolkata, Chennai and Delhi. “The purpose was to allow listeners to interface with the brand, which is otherwise virtual. Such endeavours provide the touch and feel factor that is synergistic with the product itself,” Sen said.
Radio Mirchi has 27 lakh listeners in Delhi alone, according to Indian Listenership Track (ILT) data of the previous quarter (July-September). But what remains to be seen is whether the innovations strike a chord with listeners in the new quarter.