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Radio Mirchi switches to one-second ad rate pulse

16-September-2004
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Radio Mirchi switches to one-second ad rate pulse

FM radio channel Radio Mirchi 98.3 has revised its advertising rate card. Advertisers will now be charged on a one-second rate pulse against the industry norm of 5-second pulse, with a minimum duration of 10 seconds.

Said Prashant Panday, COO, Entertainment Network (India) Limited, "The one-second pulse rate is an attempt by Radio Mirchi to assist advertisers disperse their perfect communiqué and make the station more attractive to advertise on."

Elaborating further, Pandey said the current scenario compels advertisers to pay for commercial time in multiples of 5 seconds. "This has always been a cause of grief for advertisers as this results in either shelling out extra money or compensating on the advertisement quality. Radio Mirchi recognizes the worth of every second and through this initiative will help advertisers save every possible penny. In fact, advertisers will not any more have to substitute their perfect idea with a not-so-perfect one just to cut that additional second," Panday said.

Radio Mirchi is owned by Entertainment Network (India) Limited, a Times group company. It is a 24-hour radio entertainment channel and reaches a population of 120 million each day. The company is present in all four metros.

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