Abstract

Radio Mirchi was the most popular private FM radio channel in India with the largest operating network and a presence in seven cities. The case traces the emergence of Radio Mirchi as a leader in the Indian FM radio industry. The case talks about the company’s innovative marketing and promotional campaigns. It also describes the Government policies, vis-à-vis FM radio, and their impact on Radio Mirchi and other FM broadcasters. The case finally talks about the new challenges that Radio Mirchi might have to face in the changed environment and the future outlook for the company.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the marketing strategies adopted by the company in the FM radio industry
• To understand the market dynamics and unique characteristics of the Indian FM radio industry
• To explain the impact of government policies on the company
• To analyze the challenges and future prospects of the company.

Keywords

Radio Mirchi, FM radio, Prasar Bharati, Radio City, Go 92.5 FM, Red FM, Win 94.6, Radio Jockeys, Mirchi Kaan Awards, Cross-media Marketing, Radio Task Force, BBC Worldwide, Radio Midday West, Virgin Radio, Direct To Home Radio