| MUMBAI:
Radio Mirchi has widened its revenue base with the launch of new FM radio stations
across the country. While the top markets are still the predominant revenue contributors,
an important development is that the 22 stations launched in the relatively smaller
towns during the last fiscal have reached break even at the operational level.
The revenue flow
from these stations for FY'08 is Rs 340 million, coming from the national advertisers.
Entertainment Network (India) Ltd, which operates Radio Mirchi, had posted a standalone
revenue of Rs 2.29 billion. Following
the strategy of selling the entire network, Radio Mirchi sold the inventory of
the new markets to clients based in Delhi, Mumbai and Bangalore. "The
national advertisers consume huge volumes and we sold the new markets to them.
Our task this year will be to also tap local advertisers," says ENIL CEO
Prashant Panday.
For the last fiscal, Radio Mirchi had set up a goal to sell 1,00,000 seconds per
month of inventory of the new markets to clients based in Delhi, Mumbai and Bangalore.
The
22 stations include Jalandhar, Kanpur, Lucknow, Varanasi, Patna, Vizag, Vijayawada,
Coimbatore, Madurai, Thiruvananthapuram, Mangalore, Kolhapur, Nashik, Aurangabad,
Nagpur, Panaji (Goa), Rajkot, Surat, Baroda, Bhopal, Jabalpur and Raipur. | 
