Radio Mirchi No.1 station in Lucknow

Media News

Lucknow, September 17, 2007

Leaders take just no time!!! The IMRB Car Track survey proclaims Radio Mirchi 98.3 FM, India’s hottest radio station as No.1 in the city of Lucknow barely within a month of commencement of operations. Spreading the spirit of happiness and joy, with its unique positioning of ‘Mirchi Sunnewale always Khush’ Radio Mirchi 98.3 FM has managed to acquire a fantastic listenership of 39 per cent, emerging as Lucknow’s most listened to Radio station.

The findings were brought to the fore front by an independent research conducted by Indian Market Research Bureau (IMRB) through a Car track survey. The survey was done on September 13 across all major traffic junctions in the city and the findings indicated that Radio Mirchi was far ahead of competition in the city. Radio Mirchi’s 39 per cent market share was hardly a match for Radio City’s 33 percent while FM Rainbow followed with 28 percent.

Rohit Dhar, Station Head, Radio Mirchi, Lucknow said “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 Lucknow in the last 30 days. Its impact helped Radio Mirchi establish its feet in a market dominated only by Radio City in the last six years. We believe that we will continue to maintain significant leadership in the city on the strength of our on air product and our brand attitude.’’

The IMRB Car Track survey was conducted at prominent high-traffic junctions across Lucknow - Hazratganj Crossing, Polytechnic Crossing, Kapoorthala Crossing, Charbagh, Alambagh (Nehariya Crossing), Badshahnagar Crossing, I.T. Crossing, Patrakarpuram Market, Qaiserbagh Crossing

Aminabad Crossing and involves physical checking of the radio station frequency on the deck of the listeners’ car panel at two different time slots during morning rush hours between 8 - 10 a.m. and 5 – 7 p.m. in the evening.

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/ chauffeured – but not private taxis).

Radio Mirchi went on air in Lucknow on August 13, 2007 and has been rocking the airwaves ever since.

For further information, please contact:

Smriti Saxena

PR PUNDIT

Tel: +91 11-26560415, 26513075

Fax: +91 11-26961835

Mobile: +91 98182 14008

E-mail: smriti.s@prpundit.c