Radio Mirchi 98.3 FM leads in Kanpur

Media News

Kanpur, July 20

Within a month after the dawn of Private FM Radio in Kanpur, Radio Mirchi 98.3 FM has already made a mark in the minds of Kanpurites.

The radio station, with its unique positioning of ‘Mirchi Sunnewale always Khush’ has managed to garner favourable listenership, emerging as Kanpur’s most listened to Radio station.

Car track surveys conducted by the Indian Market Research Bureau (IMRB) this week indicated that Radio Mirchi is far ahead of competition with 76 per cent of FM market share, making it the most consumed FM Radio station in the city.

This is almost six times the listenership of its closest competitor, Big 92.7 FM that recorded a mere 13 per cent in comparison.

The IMRB Car Track survey is conducted at prominent high-traffic locations across Kanpur - Mall Road Chauraha, Bada Chauraha, Parade Chauraha, Lal Imli Chauraha, Tat Mill Chauraha, Nand Lal Chauraha, Bara Devi Chauraha, Gumti Crossing, Zarib Chaoki and Rama Devi Chauraha - and involves physical checking of the radio station frequency on the deck of the listeners’ car panel.

Says Vinay Pratap Singh, Station Head Kanpur, Radio Mirchi, “Our success grabbing the majority share of the market is a reflection of our programming philosophy which believes in giving the listeners the very best music, combined with great entertainment. Our launch campaign was the most noticeable with a month long campaign on outdoors, significant investments in print and some of the best on ground events in Kanpur in the last 30 days. We believe that we will continue to maintain significant leadership in Kanpur on the strength of our on air product and our brand attitude.’’

The car track survey is done by IMRB, a WPP Group research agency. Car Tracks have been done for the last 6 years in all metros. Field personnel from IMRB station themselves at 10 of the busiest traffic junctions in each metro during morning and evening rush hours and randomly chose private cars (self driven/ chauffered – but not private taxis).

Nestled on the banks of the eternal Ganga, Kanpur stands as one of North India’s major industrial centres with its own historical, religious and commercial importance. It has an area of over 1000 km² with a population of more than 4 million, Kanpur is home to several most prestigious educational institutions of the country, including one of the Indian Institutes of Technology, CSJM University, Harcourt Butler Technological Institute (HBTI), University Institute of Engineering and Technology and GSVM Medical College.

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