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.
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“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.
