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Radio Mirchi belonging to the Times of India Group is in an enviable position to encash into a monopoly the 10-year license period for FM radio in the 12 cities it won. Radio Mirchi has landed this gift indirectly from Reliance and Zee who chickened out of the FM radio business after instigating a bidding war resulting in unviable and exorbitant license fees (Rs. 9 crores annual fees for Mumbai).

On April 23, 2002, the Radio Mirchi private FM station, owned by Entertainment Network (India) Ltd, a wholly-owned subsidiary of The Times Group, debuted in Mumbai, on 98.3 FM. Radio Mirchi is now present in seven Indian cities and is the only company with private FM radio stations in all four metropolitan cities of Delhi, Mumbai, Chennai and Kolkata. they are also the only private FM radio broadcaster in the cities of Ahmedabad, Indore and Pune.

As the punch line says, 'it is hot.' They have a very clearly defined position - they are a contemporary hit radio station, and their Target is around 18 to 35 - SEC A and B and in that too mainly youth and housewives. This segment addresses about 12 lakh listeners

Product:

For listeners: 90% of the music played on RM is Hindi and contemporary English hits are played keeping in mind the tastes of their TG. Since radio is a free to air medium, which reaches the lower end of the audience spectrum, RM later made a conscious decision to go Hindi. Hence it quickly became a mass channel with Hinglish being its prime lingo and having a wide audience appeal..

For corporates and retailers: the airtime

Place: intensive in Mumbai and selective all over the country since it is established in cities like Kolkatta, Delhi, Chennai.

Price: The advertisement rates. (Refer to annexure)

Promotion: The marketing strategy of Radio Mirchi revolves around two crucial pegs - create hype around the name Radio Mirchi, plug Radio Mirchi through the other media that The Times Group owns.it also does a lot of tie-ups and contests for the consumers

Marketing strategies

Radio mirchi has also tied up with various shopping malls, retail showrooms, pubs for continuous advertisement of their channel to make people aware of the temptations given by the channels to them. Radio mirchi has two main objectives behind doing an extensive marketing which are-

* To create the Top of the Mind recall in the relevant Target Audience.

* Connect with the growing Radio listening population in Mumbai.

A very large factor that contributed towards the establishing the brand of RADIO MIRCHI was its catchy slogan “it's hot”. However the slogan by itself was incomplete without the voices that accompanied it. CELEBRITIES and film stars that repeated every so often “hi I'm -------- I'm hot and I'm Radio Mirchi!!” big names that generated curiosity and excitement and compelled the listener to refrain from flipping the dial.

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