A Paean to One of the Pioneers of FM Radio in India

chillibreeze writer — Priyanka Menon

Until the year 1993, All India Radio had a monopoly over radio broadcasting in the country. Everyone was forced to listen to the repetitive and at times mundane programmes aired on it. Youngsters and children would wait eagerly for ‘Chitrahaar’ and the elderly their daily dose of the news. It was only after 1993 that the government of India decided to allow private companies in India to take up radio broadcasting, thus improving the quality of radio.

In 2000, a total of 108 FM stations across 40 cities were open for auction and bidding. Entertainment Network (India) Limited acquired the largest number of licenses and became the first private company to broadcast FM in all 4 metros of the country. This was the birth of Radio Mirchi, and what a baby it has turned out to be!

A subsidiary of Bennett, Coleman & Co. Ltd, Radio Mirchi has revolutionized Indian radio with its innovation and determination. It began by launching the first radio station in Indore in the year 2001 and there has been no looking back ever since. With 12 radio stations across the country, today it is the largest private FM radio operator in terms of revenue and operational stations.

Strengths:
The biggest strength of Radio Mirchi is its ‘listenership’. According to statistics, 70% of the FM listening population in Mumbai and Delhi are tuned to Radio Mirchi. Thus, the total number of people entertained by it across the 4 metros and 6 other cities is phenomenal!

Radio Mirchi is truly an innovative radio station. It caters to the needs of all sections of society in spite of its ‘young’ feel. For example, ‘Chatpati Baatein’ is a show for women, specifically housewives, bored out of their wits after a long day of work. Similarly, ‘On the Move’ is for executives and the movers and shakers of the corporate world. Music, chat shows and interviews are enjoyed by the youth and are relayed throughout the day at regular intervals.

Radio Mirchi is also very adaptive as it customizes itself based on the city it is in. Radio Mirchi Chennai is typically in Tamil and its slogan ‘What a Fun!’ has bowled its fans over. Radio Mirchi Mumbai is dominated by Marathi. Thus, the language, culture and region are carefully kept in mind by everyone from the RJs to the producers.

It can easily be said that Radio Mirchi has altered the face of radio broadcasting in India forever and definitely for the better. Original ideas such as Visual Radio are now being pursued by the company. They are now trying to create a stronger foothold in the country by setting up radio stations in 25 new cities. As for the listeners, all they can do is chant the catch phrase of Radio Mirchi - “It’s Hot!”

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