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Radio Mirchi
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History
Radio Mirchi’s holding company Entertainment Network (India) Limited (ENIL) was incorporated in 1999. After successfully bidding for licenses in the Phase I auction in 2000, ENIL launched its first station in Indore on October 4, 2001. In the space of 24 months, Radio Mirchi made its presence felt in seven cities; along the way it also became the only private FM brand in all the four metros.
Radio Mirchi was also the first off the mark to launch a station from the lot of cities included in Phase II. In quick succession it launched Bangalore, Hyderabad and Jaipur in early 2006 and completed the final rollout of the remaining 22 stations recently.
Resources were poured into shipping the highest quality studio and transmission equipment. The latest in transmitters, mixers and coders were sourced from globally renowned suppliers based in the United States and Canada. No cost was spared in ensuring that Radio Mirchi set the standards for quality of broadcast and coverage in each of its local markets.
Achievements
Since launching its first station in Indore in 2001, Radio Mirchi has gone from strength to strength.Today, it is one of the largest private FM radio networks in India with licences in 32 cities. As on date all 32 stations are on air.
Radio Mirchi has the distinction of being the only private radio broadcaster to have licences in all of India’s fourteen cities with a population of over 2 million. This makes the channel the most valuable network for advertisers. With revenue exceeding Rs. 170 crore (US$ 42.5 million) Radio Mirchi, in its space, had an estimated 45% market share (Source: internal data).The company grew 43.6% in the financial year 2006/07. In the first nine months ended December 31, 2007 the company’s revenue was Rs. 162.50 crore (US$ 40.63 million) up 32.5% over the previous year.
The channel’s strength can also be gauged from the fact that Radio Mirchi’s total daily reach in the metropolitan cities of Mumbai, Delhi and Kolkata was 7.7 million listeners (Source: Indian Listenership Track Wave 4 – 2007). In the new Radio Audience Measurement (RAM) launched by the TV ratings company TAM, Radio Mirchi dominated Mumbai, Delhi and Bangalore by logging a combined weekly listenership of approximately 11.3 million (RAM week 02, 2008). This is the highest of any station in these three cities combined.
But it’s not just in the metros that Radio Mirchi scores. Across its 32 cities this perky entertainment brand reaches out to an estimated 22 million listeners every day. This is higher than the all India reach of the leading satellite TV channel.
Not surprisingly Radio Mirchi is also a favourite with advertisers. It has received due recognition from several quarters. It won four of the six RAPA awards received by radio broadcasters from the Radio and Television Advertising Practitioners’ Association of India in 2004; and seven out of eight in 2005. Radio Mirchi is also the only media brand to have won a Gold for Best Activity Generating Brand Loyalty and a bronze for Best Activity Generating Brand Awareness and Trial at the 2004 Promotion Marketing Awards of Asia. In 2007 Radio Mirchi won four RAPA Awards. It also won two Golds at the Ad Club Kolkata and a Gold at the Ad Club Bangalore Awards
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