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Follow UsThe radio stations were launched in the two cities at 8 pm on April 17
The second phase of FM radio expansion has begun. Entertainment Network (India) Ltd’s (ENIL’s) Radio Mirchi launched two new stations in Jaipur and Bangalore. Its next destination will be Hyderabad.
The radio stations are available at 105 FM frequency in Jaipur and at 93.3 FM frequency in Bangalore.
Prashant Pandey, deputy CEO, Radio Mirchi, says, “We are excited about the launch of these two stations because we are the first ones to do so in the second phase of FM expansion.”
About the content of the two stations, Pandey explains, “The new stations will be brand extensions of Radio Mirchi. Though there will not be much difference in the content, the new stations will have a lot of local content.”
“Generally, in non-Hindi speaking states, we also have a judicious mix of local music and content along with popular Bollywood music. For instance, in Kolkata, we have Bengali music along with Hindi film songs. We will follow a similar strategy in Bangalore.”
On the promotional strategy for the two stations, Pandey asserts, “We have not started advertising our product yet. Though the promotions will start by April 19 in Jaipur, in Bangalore, we will initiate the promotional activities in a few days’ time.”
In Jaipur, the company is banking on outdoor and innovative promotional activities as local dailies ‘Rajasthan Patrika’ and ‘Dainik Bhaskar’ are launching their own radio stations. “Unlike Bangalore, we will not have our own print support. And as the local dailies are themselves getting into this venture, they will not want to carry our ads.”
While Madison Communication continues to be the media agency for Radio Mirchi, McCann Ericsson will handle the creative duties.
For the record, ENIL won 25 stations in the FM Phase II expansion. Pandey reveals, “We are waiting for government approval to set up the stations in the other places because they have to be co-located.”
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