Top Story


Home >> Media - Radio >> Article

Radio Mirchi infuses some more variety in its music line-up

Font Size   16
Radio Mirchi infuses some more variety in its music line-up

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, 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.


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

SEBI (Securities and Exchange Board of India,) imposed the fine for delayed disclosures under the Listing Agreement and the Insider Trading Regulations

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.