Win 94.6, Mumbai’s leading radio station is scheduled to go off air, due to the regulatory framework and deep rooted financial troubles. The station would cease broadcasting, from April 29th 2004, post 11 am. Industry sources state that they were informed of the decision, on April 27th evening, through a communiqué via e-mail.
History is evidently repeating itself. On May 27th last year, Millenium Broadcast’s Win 94.6 had made a sudden exit from the radio scene, only to bounce back, rejuvenated and with a lot more spunk. At the time, a one liner was posed as the station’s word to the media fraternity; the closure was attributed to ‘ unresolved technical and legal issues.’
The station went off air on 27th May 2003, and returned back to the broadcasting scene on July 3rd 2003, hand in hand with new jingles and promos, as also programming drives and packaging.
For the private FM stations, it’s always been a struggle to survive. The industry, which is at a nascent stage, has been indicating that the closure of FM stations cannot be ruled out because the annual licence fees are way above the radio stations' earning capacity. Private FM players have been seeking a rationalisation of licence fees by way of a revenue-sharing model between the participants and the Government.
Coupled with the license fee woes, radio is also afflicted by a halfhearted mindset on the part of the advertisers. As estimated by a key player in the industry, FM radio accounts for barely one per cent of the total revenue pie.
Millenium Broadcast is promoted by the Salgaocar Group and was one of the earliest entrants in Mumbai's private FM scenario.