Promoted by the TOI group, Radio Mirchi (RM) is hot on the trail of grabbing maximum ad revenues. And you know who are its likely competitors? The print media. Surprised! Better not. Yesterday’s ET sports a quarter-page ad on the front page that pits RM against the formidable and well-entrenched ABP group. Agreed RM and ET belong to same owner, and so a massive ad may not have cost RM anything. But then, let’s see what the ad says.
RM proclaims it is Kolkata’s ‘largest newspaper’ and puts a small stat. Here it is (the first table is about radio stations, the next about newspapers / TV):
Radio Mirchi (Listenership): 27.7 lakhs
Red FM (-do-): 7.4 lakhs
Amar (-do-): 5.2 lakhs
Power (-do-): 1.4 lakhs
Ananda Bazar Patrika (Readership): 27.2 lakhs
The Telegraph (-do-): 7.23 lakhs
ETV Bangla (Viewership): 12.52 lakhs
Star Plus (-do-): 10.96 lakhs
It’s a clever ploy on RM’ part, but something that may not do the trick. Each media has its own reach and using criteria. To imagine that RM will belt out matrimonial ads is stretching it too far. Perhaps the ABP group doyen will feel a trifle disturbed by an enfant terrible, and then suppress a yawn to proceed as before.
Inside RM’s Delhi studio, eager performers.
Picture source : http://www.stringsonline.net/web/gallery/updates/400/02.JPG.
Let the reader not think that RM ads do not serve purpose. It has a 10-city presence and a phenomenal fan-following. In the west and north of India, RM is spectacularly successful. So if any reader of this blog is inclined to test waters with RM’s ads, do send Nipun Bhardwaj email at nipun.bhardwaj@timesgroup.com.
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