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A
dip stick report prepared by the Indian Market Research Bureau
(IMRB) has placed Radio Mirchi's listening audience at 70
per cent of the total listenership of FM radio in Mumbai,
in the one month after the launch of the four private radio
stations in the city.
Commissioned by the Entertainment Network promoted Radio Mirchi,
the report, says CEO AP Parigi, concerns the target audience
in the age group of 18 to 35, Sec A & B, who tune into radio
in cars. This segment is the one advertisers look at, and
has helped the channel rope in advertisers at least three
times more than the nearest rivals who started around a week
after Radio Mirchi went on air, claims Parigi. The preliminary
report will be followed by comprehensive reports after three
to six months, he says. Radio Mirchi station head Kaushik
Ghosh says similar exercises conducted in Indore and Ahmedabad
four to six months after the launch of Radio Mirchi indicated
that in terms of media consumption, the volume of radio listenership
in these cities now equals that of TV viewership.
While Parigi says the FM channel will exploit all in house
Times of India properties to target "an addressable
population of 120 million in Radio Mirchi's 10 stations."
It also deployed Miss Universe contestant Neha Dhupia in the
creative role of impromptu correspondent from Puerto Rico,
where the pageant was held. Live phone-ins were used to bring
Neha live from Rico, with updates on the process of the Miss
Universe pageant, as and when the Indian representative got
time off from her commitments. She also spoke exclusively
to Radio Mirchi immediately after the pageant.
Parigi says the exercise will be followed up with radio adaptations
of the Brand Equity Quiz, the Filmfare awards and the War
of the DJs, all Times properties. No sponsors have been roped
in for the Miss Universe coverage. After Indore, Ahmedabad,
Pune and Mumbai, the channel is now targeting Delhi, Kolkata
and Chennai as the next Radio Mirchi destinations, says Parigi.
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