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MUMBAI: The latest Indian Market Research Bureau (IMRB) Car Track survey has ranked Radio Mirchi 98.3 FM the number one among FM stations in Lucknow, within a month of the station`s launch in the city.
Mirchi has acquired a listenership of 39 per cent, the highest yet in Lucknow.The survey, carried out on 13 September 2007 across all major traffic junctions in Lucknow, indicated that Radio Mirchi was far ahead of competition, says a release. Radio Mirchi`s 39 per cent market share was ahead of Radio City`s 33 per cent share, while All India Radio`s FM Rainbow followed with 28 per cent.
Says Radio Mirchi, Lucknow`s station head Rohit Dhar, “Mirchi`s launch campaign was the most noticeable with a month long campaign on outdoors, significant investments in print and some of the best on ground events in Lucknow. Its impact helped Radio Mirchi establish its feet in a market dominated only by Radio City in the last six years.”The IMRB Car Track survey involved physical checking of the radio station frequency on the deck of the listeners` car panel at two different time slots during morning rush hours between 8 – 10 am and 5 – 7 p m in the evening.
