Will 98.3 FM be Radio Mirchi’s national identity?

Will 98.3 FM be Radio Mirchi’s national identity?

Author | Asit Ranjan Mishra | Monday, May 15,2006 7:34 AM

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Will 98.3 FM be Radio Mirchi’s national identity?

In an interesting turn of events, the Association of Radio Operators of India (AROI) has asked the government to allow FM radio players with multiple stations to have a common frequency in all cities that they operate in, should they so wish.

In a letter written to the Wireless Advisor of the Wireless Planning and Coordination Wing (WPC) dated April 10, 2006, a copy of which is with exchange4media, AROI has stated: “On the request of AROI, BECIL has developed a new plan of frequency allocation for 2nd phase and forwarded that to your good office. AROI request your good office to kindly approve the new frequency plan so that if, an LOI holder would like to retain same frequency to its all stations, they may be able to do so.”

When contacted, Rajiv Mishra, Convener, AROI, confirmed the same. He said, “The thought process behind the appeal is that operators should be given the choice to have a single frequency if they so wish. This will tremendously help in marketing and branding of all its stations. It can allow them to have a common promo across its stations.”

K P Verma, chairman, BECIL, when queried, refused to comment whether BECIL had approved of the proposition. He, however, said, speaking hypothetically, that it should not be a problem to reallocate frequencies to comply with the demand. On the role of BECIL in this regard, Verma added, “The reallocation, if it happens, will have to be done by WPC. If it asks us any critical question in this regard, we will answer that.”

If the proposal gets the government’s approval, then a player like Radio Mirchi which has different frequencies in six cities out of ten, will have the choice of making 98.3 FM its national identity. Responding to a query from exchange4media, A P Parigi, CEO, Radio Mirchi, said, “Though it’s an ideal and preferred situation, we have not given any thought to it as yet.”

However, experts feel that it would be a tough job for the government to reallocate frequencies in various cities, as it is fraught with technical limitations. “There has to be a separation corridor between two cities to allow the same frequency to be used in two different places. In case of the four metros, this gap is huge, but it may not be the same at other places. But still if the government will be sincere in its approach, this may not be an impossible task to achieve,” observed an industry expert.

Several players, set to operate in more than one city, must be hoping for the ‘One India, One frequency’ situation to become a reality.

Tags: e4m

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