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MUMBAI:
To sustain the reigning position it holds in most metro markets,
Radio Mirchi is moving away from contemporary hits and embracing
retro music. Radio Mirchi Delhi has introduced two new properties
for retro music after experimenting in other 22 Hindi markets,
beginning Tuesday. Mirchi has been leading in Delhi, Mumbai
and Kolkata markets for the last 15 weeks, according to RAM
data.
Referring
the positioning as the biggest risk since its inception, Radio
Mirchi chief programming officer Tapas Sen says, “Indentifying
room in the market through our internal research, we started
playing variety of music since the past two months across
22 Hindi markets. Delhi being our key market was the last
one to adopt the differentiation strategy.”
With
a claimed market share of 70 per cent in Delhi market, Radio
Mirchi today introduced two new slots- ‘90’s not
out’ from 11 am to 2 pm playing songs from 1990s and
‘Retro deewane’ playing music from 1960’s,
1970’s and 1980’s in the afternoon from 2 pm to
5 pm. Click
here to read more..
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