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Radio Mirchi swells ad rates by 25%

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MUMBAI: On the heels of recently launching new radio stations in Bangalore, Hyderabad and Jaipur, the Entertainment Network India Ltd, which manages the brand Radio Mirchi has introduced a hike in spot prices ranging between 10 and 25 per cent for all their stations.

The prices for their older network of seven stations – Mumbai, Delhi, Chennai, Kolkata, Ahmedabad, Pune & Indore – have gone up by 25 per cent and for the newly launched stations an increase of 10 per cent has been announced from the introductory prices of April when the stations were launched, according to an official release.

Radio Mirchi sales head Naveen Chandra says that the price increase was part of the normal price increase the brand takes every September.

Radio Mirchi, Chandra adds, "Radio Mirchi had quickly attained leadership status in the Bangalore, Hyderabad and Jaipur markets and added to its significant lead over its competition in Delhi, Mumbai, Chennai and Kolkota."

Chandra further states that Radio Mirchi was the only medium to provide large numbers of urban audiences when compared with TV where audiences are increasingly fragmenting and the reach is significant outside of the urban areas. Radio Mirchi for instance delivers 15.5 million listeners on a daily basis in its 10 cities of operation, compared with a reach of 9.9 million for Star Plus and a cumulative reach of 10.1 million for all the No. 1 newspapers in these 10 markets.



Given the fact that radio is 60 per cent as effective as television in building awareness, while coming at a cost of just 14 per cent, it was felt that pricing for radio could increase marginally in the Indian context.

In the April – June 2006 period, Radio Mirchi’s revenues grew by 63 per cent compared to the same period last year, informs an official release.

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