Radio Mirchi 98.3 FM blows the leadership trumpet again

Media News

New Delhi, September 28, 2007

Radio Mirchi 98.3 FM has been appeasing the appetite of Indore’s music lovers and listeners for the last six years with quality entertainment and in Bhopal for the last five months. A recent Car track survey conducted by IMRB (Indian Market research Bureau International) in both the cities places the radio station as No. 1, far ahead of nearest competition. The results confirm that Radio Mirchi is successfully spreading the spirit of happiness and joy, with its unique positioning of ‘Mirchi Sunnewale always Khush’.

In Indore, the findings brought to the forefront that Radio Mirchi 98.3 FM has attained an incredible 60 per cent share of the total FM radio listenership market. The competitors share stands at Big FM 19 per cent and My FM 13per cent. The findings are indicative of the fact that listeners favour Radio Mirchi three times over Big FM and four times over its other competitor My FM.

Expressing his thoughts, Bhanu Pratap Singh, Station Director, Radio Mirchi, Indore, said, “It is evident from the findings that we are a national leader and the most popular radio station not just in the metros but also in smaller cities like Bhopal and Indore. This obviously would not have been possible in a day, thanks to team Mirchi’s dedication, hard work and co-ordination our dreams have come true today. Our city eccentric programming, flavoured with the high energy levels of our jocks, a perfect combination for reaching the numero uno position.”

The leadership story of Bhopal too is similar to that of Indore. The results indicate that Radio Mirchi 98.3 FM is far ahead of competition with 51 per cent share of the FM radio listenership market, making it the most popular radio station of Bhopal. Following the lead is My FM with a listenership of 24 per cent, followed by Big FM with a listenership of only 17 per cent.

Vishal Mudgal Station Head, Radio Mirchi, Bhopal said, “Our listenership response and the figures of the market share is a reflection of our programming philosophy that believes in giving the listeners the very best in music, combined with great entertainment.”

Radio Mirchi is positioned as a sunshine channel, with a baseline, which reads ‘It’s Hot’. With round the clock programming, Radio Mirchi entertains and informs audiences with the best of contemporary music, city happenings, Bollywood gossip, special interviews, exclusive film promotional tie-ups and lots more. Hit music in Hindi is what Radio Mirchi promises to deliver to its listeners.

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).

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Smriti Saxena

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