Top Story


Home >> Media - Radio >> Article

Radio Station reorients programming. Radio Mirchi is ‘only Hindi’

Font Size   16
Radio Station reorients programming. Radio Mirchi is ‘only Hindi’

If initial dipsticks are any indicator, Radio Mirchi has made a strong claim for leadership in Mumbai radio listnership market. Research conducted by IMRB and a few advertising agencies puts them ahead of other 3 players. Farid Kureshi, National Sales Head, Radio Mirchi, is emphatic about their leadership. “A study, which IMRB conducted for us in the last week of May at traffic signals, showed that Radio Mirchi has recorded the highest 65% share of audience,” says Kureshi. Why then is Radio Mirchi changing their programming strategy and going ‘all Hindi’?

Perhaps because, as a leader, they are in a position to take risks! As put forth by a top executive at Mirchi, the logic is simple – ‘While an SEC A listener may read English language paper, he will perhaps like listening popular Hindi music most of the time. So Mirchi remains relevant to SEC A listeners. It of course, by going Hindi, will attract more listeners and grow the base.’ “Radio Mirchi cuts across all strata. We play contemporary hit Hindi music which is liked by everyone,” says Prashant Panday, COO, Radio Mirchi.

While going predominantly Hindi (like competing Radio City) may help Mirchi get more audiences, competitors point out that Mirchi may actually be catering to lowest common denominator. Win and Radio Mid-Day’s GO have a strong orientation to English programming. “We are a predominantly English station targeting only the SEC A and B+. If Mumbai today has 6 million radio listeners, I want to target only 1 million of those listeners. These listeners are attractive targets for advertisers,” says Rajesh Tahil, Station Director reinforcing the station objectives.

With two stations, Mirchi and City, playing a large dose of Hindi music and two, GO and Win, having a strong English music orientation, it will be interesting to so what Radio Today’s station RED comes up with. Indications are that they’ll be closer to GO and Win blend of programming. Says Nischint Chawla, COO, Radio Today, “Our brand RED signifies energy and passion. We’ll connect with cosmopolitan, intelligent listeners who don’t like to be talked down to.”

So at the moment the visible differentiators appear to the language of programming and the scale of marketing. As listnership matures, and listeners make up their mind on their favorite station, Stations will have to keep their ears to the ground and keep evolving.

First run on the website, on Monday,June 24, '02 at 12:15 PM


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

One of the latest entrants to the IPL club, Kent RO Systems recently announced its sponsorship deal with Kings XI Punjab

The shortlists in the Media, Publisher, Creative and Branded Content categories are now up on the website

According to BARC India data, English news genre grew by 2.76 per cent whereas Hindi news genre saw a 30 per cent growth during North East Assembly elections results on March 3