A PROJECT REPORT

ONStrategy of

Radio Mirchi as compared to other radio channels

In the Strategic management

SUBMITTED TO :

Pr

of.Praneti Shah

SUBMITTED BY:

Viral Roy 8086 Neelima K. 8043 Bhavin Jadav 8038 Raj Shah Mamta Popat 8079

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Radio Industry

India has been among the fastest growing economies in the world, with a nominal GDP CAGR of 9.94% over the last 10 years (1995-2005). The nominal GDP for fiscal 2005 was Rs. 30,636 billion. According to CSO estimates, nominal GDP growth for fiscal 2006 is estimated at 10.9%. There is a correlation between the economic growth rates of a country i.e. the nominal GDP growth rate, and growth rates of the advertising industry.

The key factors which have contributed to growth of the Indian advertising industry include:

Rapid economic growth of the country on the back of economic liberalization and deregulation

Increase in consumer prosperity

Entry of global consumer companies with large advertising budgets

Higher degree of competitive intensity among consumer companies

Growth in media vehicles leading to increase in media penetration.

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Segmentation of Advertising Spends

The five key industry segments comprise print, television, radio, cinema, and outdoor. These different segments within the industry are at varying stages of growth and corporatization.

Year Print TV Radio Cinema

Outdoor

Internet

2000 49.0% 39.3% 2.5% 0.5% 8.4% 0.3% 2001 48.4% 40.6% 2.7% 0.4% 7.5% 0.4% 2002 47.2% 41.9% 2.9% 0.7% 7.0% 0.4% 2003 46.6% 43.0% 2.9% 0.7% 6.5% 0.4% 2004 46.3% 43.7% 2.9% 0.6% 6.0% 0.3%

Source: Central Statistical Organization, India, Advertising Expenditure Forecasts, October 2004 by ZenithOptimedia

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The Indian television industry has grown rapidly, especially since 1991, which saw the beginning of satellite broadcasting in India. This growth was also aided by the economic liberalization program of the Government. The growth of the satellite television

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audience saw proliferation of a number of satellite television channels offering more choices to media buyers and consumers of entertainment. Thus, the television broadcasting business, which started off as a single government controlled television channel, now has over 300 channels covering the Indian footprint, resulting in growing ad spends on this medium. Reforms and proliferation of private players were the key reasons for this rapid growth of the share of television in the advertising industry.

Similarly, sectoral reforms and increased number of players could drive market expansion for emerging media segments including radio, outdoor, cinema and internet.

INDIAN RADIO INDUSTRY

Brief History of Radio Broadcasting in India

1935 Radio broadcast begins with AIR.

1977 First FM service in Madras.

1993 AIR sells time slots for private FM radio broadcasting in five cities.

1999 Privatization of FM - Phase I Policy.

2001 Licenses given to private radio broadcasters.

2005 Announcement of Phase II Policy of privatization of FM.

Privatization of FM Radio in India

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Internationally, FM radio broadcasting is the preferred mode of radio transmission due to its high quality stereophonic sound.

In March 2000, the Government invited private sector into FM radio broadcasting by opening up the frequencies in the FM band (87.5-108 MHz). In this Phase I Policy of FM radio privatization, private operators were invited to bid for a 10-year license to set-up and operate FM radio stations. The original plan was to set-up 108 FM radio frequencies across 40 cities. 101 bids were received, aggregating to a license fee of approximately Rs.4.25 billion. [Source: FICCI Ernst & Young Report, 2004]. The unusually high license fee structure and year-on-year annual escalations of 15% hampered the FM radio growth.

The Government's Tenth Plan stipulates that private operations are to be encouraged to provide FM radio services in metros and small cities. They recently announced Phase II of the privatization of FM radio, which is an initiative in line with the roadmap laid out in the Tenth Plan. A total of 338 channels in 91 cities across the country would be made available for bidding by Indian private companies.

Industry Size

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The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market is India is Rs 300 crores and is expected to achieve the highest growth rate of 32 per cent in coming years. The quality of the sound and the music has improved significantly with the emergence and use of satellite radio. The audience profile has also shifted to the high-income group. Local advertising, lower amount of money spent by the companies to advertise on radio is an added attractiveness for the players. All India Radio (AIR) - the national service provider owned and operated by the Ministry of Information and Broadcasting under the Government of India - is the largest player in the industry. 

Source: Advertising Expenditure Forecasts, October 2004 by ZenithOptimedia

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The share of Indian radio in the overall advertising pie at ~3% is much lower than various developed and developing economies worldwide.

Source: Advertising Expenditure Forecasts, October 2004 by ZenithOptimedia

Globally, the share of radio in the advertising pie is around 5% in countries where the medium is still in a growth phase and around 10-12% of the advertising pie when the medium reaches a mature phase.

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Key Players

Player (Brand Name)

No. of Stations

Cities of operations

Radio Mirchi

7 Delhi. Mumbai, Chennai, Kolkata, Indore, Ahmedabad, Pune

Radio City 4 Mumbai, Delhi, Bangalore, Lucknow

Suryan FM 3 Chennai, Coimbatore, Tirunelvelli

Red FM 3 Mumbai, Delhi, Kolkata Go FM 1 Mumbai Visakha 1 Visakhapatnam Aamar FM 1 Kolkata Power FM 1 Kolkata

Source: TRAI data

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Radio Mirchi

Radio Mirchi is a nationwide network of private FM radio stations in India. It is owned by the Entertainment Network India Ltd (ENIL), which is one of the subsidiaries of The Times Group.

"Mirchi" is Hindi for chili. The tagline of Radio Mirchi is "It's hot!".

The original avatar of Radio Mirchi was Times FM. Radio Mirchi began operations in 1993 in Indore. Until 1993, All India Radio or AIR, a government undertaking, was the only radio broadcaster in India. The government then took the initiative to privatize the radio broadcasting sector. It sold airtime blocks on its FM channels in Indore, Hyderabad, Mumbai, Delhi, Kolkata, Vizag and Goa to private operators, who developed their own program content. The Times Group operated its brand, Times FM, till June 1998. After that, the government decided not to renew contracts given to private operators.

First round of licenses

In 2000, the government announced the auction of 108 FM frequencies across India. ENIL won the largest number of frequencies, and thus started its operations under the brand name Radio Mirchi.

Second round of licenses

In January 2006, Radio Mirchi bagged 25 frequencies in the second wave of licences that were issued by the Government of India. This pushes the Radio Mirchi presence in 32 centers. In the first wave of launches, Indore was the first city in India having grade of first private radio channel.Times decided to start radio channel to address the mass audience as advertisers can be attracted by showing a low cost per thousand.

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Areas of operation

Currently, Radio Mirchi has a presence in more than 33 cities, including the 6 metros of India and Radio Mirchi is the costliest station in India as they charge more than double of the competition.Radio Mirchi believes premiumness can be achieved by charging more from the clients. :

98.3 FM - Ahmedabad Tagline "Radio Mirchi - It's hot".. 98.3 FM - Aurangabad, Maharashtra Tagline "Mirchi Sunne

Wale Always Khush" Started On 23 July 2007. 98.3 FM - Bangalore It uses the tagline "Sakkath hot maga!"

in Bangalore. 98.3 FM - Bhopal Tagline "Radio Mirchi - It's Hot" 98.3 FM - Chennai It uses the tagline "Idhu semmma hot

machchi!" in Chennai. 98.3 FM - Coimbatore Service started on November 2007

"Idhu semmma hot machchi!" 98.3 FM - Delhi "Its Hot" 98.3 FM - Jaipur "Its Hot" 98.3 FM - Mumbai "Its Hot" 98.3 FM - Gwalior It user the tagline "Gwalior Jhoome" 98.3 FM - Hyderabad It uses the tagline "Idi chaala hot

guru!" in Hyderabad. 98.3 FM - Indore, Tagline "Radio Mirchi - It's hot..". 98.3 FM - Jabalpur, It uses the tagline "Radio Mirchi - It's Hot" 98.3 FM - Kanpur - Tagline - "Mirchis sunnewale always

khush" and "Radio Mirchi,it's hot" 98.3 FM - Kolhapur Tagline -" Radio Mirchi - It's Hot " 98.3 FM - Kolkata It uses the tagline "Michi shone j always

khushi thake se." 98.3 FM - Nasik - It uses the tagline "Mirchi Sunne wale

Always Khush" &"Garam Ahe!" On AIR since 6 July 2007

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98.3 FM - Pune Tagline - "Radio Mirchi - It's Hot" / Radio Mirchi - Tikhat Aahe!

98.3 FM - Patna Tagline - "Radio Mirchi - It's Hot" /It is first station of second phase.

98.3 FM - Jalandhar Tagline - "Mirchi Sunne Wale Always Khush" & "It's Hot".

98.3 FM - Goa Tagline - "Radio Mirchi - It's Hot" 98.3 FM - Ujjain Tagline "Its Hot" 98.3 FM - Vadodara Tagline - "Mirchi Sunne Wale Always

Khush" & "It's Hot". 98.3 FM - Rajkot Tagline "Radio Mirchi - It's Hot" 98.3 FM - Raipur 98.3 FM - Varanasi - Services Started on 14 July 2007 98.3 FM - Lucknow - Services started on 14 August 2007 98.3 FM - Surat - Service started on 20 August 2007 98.3 FM - Nagpur - Service started on 18 October 2007.

Tagline- same as above 98.3 FM - Madurai - Service started on September 2007.It's

tagline is "Idhu semmma hot machchi !" (meaning 'It's too hot'

98.3 FM - Mangalore - Service started on November 2007 98.3 FM - Vijayawada - Service started on December 2007

Tagline "idi chaala hot guru!" 98.3 FM - Vizag - Service started on October 2007 Tagline

"idi chaala hot guru!" 98.3 FM - Thiruvananthapuram- Service started on 28

January 2008 [1] Tagline: "Sangathi HOT aanu!"

It reaches out to almost 52% of FM radio listeners in Delhi 44% in Mumbai,40% in Indore,35% in Jaipur,30% in Bhopal, 20% Chennai,

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17% in Kolkata, 15% in Nagpur,10% in Bangalore and 02% in Raipur. Radio Mirchi has started providing Visual Radio to its subscribers in Delhi from 25 July, 2006 onwards and in Mumbai from September 2006. It also has started its Visual Radio service from Kolkata recently.

As per the Radio Audience Measurement Reports (RAM), Radio Mirchi has been dominating in Delhi & is the leader in Mumbai and Kolkata. However in Kolkata they are not clear leaders in SEC ABC segments. The SEC ABC segments were earlier dominated by Big FM & now by Friends FM. However in the SEC D & E segments Radio Mirchi has total domination.

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Competitive Strengths

FM Radio Broadcasting Business

Largest operating network and reach among listeners They have the largest operating network among private FM radio broadcasters based on our operational stations in the four metropolitan cities and six other cities. We also have the highest listnership among private FM radio broadcasters in India. We believe that our industry-leading operating network and listener reach enable us to offer an attractive advertising platform to our advertisers.

Track record of developing innovative and creative content They have a track record of developing creative and innovative content and programming formats, which has helped us expand our base of listeners and advertisers. We believe that we have developed good relationships with the film industry in India, including the Hindi, Bengali and Tamil film industries, and have successfully developed unique programmes and shows with the participation of film industry artists. Further, in the recent past, Radio Mirchi has been among the first private FM radio networks in India to release the sound recordings for popular Hindi films. We also secured exclusive FM broadcasting rights of the music of these films for up to two weeks after the initial release of the music. We have also developed various on-air fictional 'characters' such as Professor Kawas and Go Go Ganguli that have become popular with certain sections of our listeners and has helped in attracting and retaining listeners.

Proven ability to successfully operate in diverse markets

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Our FM radio stations are located in diverse regions in India and we have been successful in attracting local listeners in each of these markets. Our superior understanding of audience preferences enables us to provide content that is customized to the taste, language and culture of the local audience. We intend to leverage this expertise to attract new listeners as we expand our footprint to more cities and towns in India.

Radio Mirchi brand is widely recognized We have focused on investing in and developing the Radio Mirchi brand, which is widely recognized in its markets. As per ILT Wave 5, Radio Mirchi brand had awareness of 95% in Mumbai and 100% in Delhi. We advertise and promote the brand through various media platforms including print, television, cinema and out-of-home media. Our on-ground events and on-air promotions have also helped enhance the recognition of Radio Mirchi brand. For example, our on-air promotion '983 - Kismat Khol De' in Delhi won the gold medal for "Best Activity Generating Brand Loyalty" at the 2004 Promotion Marketing Awards of Asia. We also organize annual events such as the Mirchi Kaan awards, where the jury includes pre-eminent advertising agency professionals, and a workshop series called RadioWorks, where we invite noted international speakers. These events help in building the FM radio industry as well as promoting the Radio Mirchi brand.

Strong advertisement sales capabilities Based on Aircheck data we have attracted 773 advertisers in the four metropolitan cities during the period from October 1, 2004 to September 30, 2005 which is the highest amongst all private FM radio broadcasters. Our sales team has established strong relationships with advertisers and advertising agencies. We focus on understanding the needs of our advertisers and advertising agencies to offer customized advertising packages and marketing opportunities. Our sales team works independently of the advertising sales efforts of other entities in the Times Group. We follow several innovative advertising sales practices such as per-

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second billing, providing services for production of advertisements at nominal cost and offering our studio space for pre-production work, which have helped strengthen our relationships with advertisers and advertising agencies.

High quality studio and transmission equipment For our studio and transmission facilities, we have invested in high quality equipment. Most of our key equipment, such as transmitters, mixers and codecs, has been sourced from suppliers based in United States and Canada. We believe that our investment in technology helps increase the quality of broadcast and coverage in each of our local markets.

Total Radio Stations after phase II rollout

Player Total Stations

Of the top 13 towns (A + and A Category)

Adlabs 44 8South Asia/Kal Radio 40 9ENIL 32 13Radio City 20 11Dainik Bhaskar 17 4Bag Films 10 0Zee/Century 8 0Thanthi/Today/Midday 7 1/3/7HT/Positive/Raj Pat 4 40/1Red FM 3 3

Strategy

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FM Radio Broadcasting Business

Expand our footprint Under the Phase II Policy, We are successful in winning 25 of the radio channels that we bid for, we will expand our footprint and cover additional markets and regions in India. We also intend to explore opportunities to become FM radio broadcasters or content providers in international markets, either directly or through strategic partnerships, arrangements, joint ventures or acquisitions.

Leverage our footprint to capture additional income We intend to leverage our footprint of seven operational stations and any other station that we acquire in future to enhance our audience base and income. Any expansion of our footprint would allow us to target a greater number of potential advertisers in new markets. Further, any increase in our listenership reach would allow advertisers to address a larger audience.

Continuously invest in brand building and programming innovation We intend to maintain and enhance the leadership position of our radio stations through continuous innovation, focused marketing, intensive brand building and exploiting the interactive nature of FM radio. We plan to engage current and potential listeners through on-air as well as off-air activities. We intend to increase our use of research generated internally as well as provided by external agencies to continuously monitor the evolving needs of our audience and advertisers.

Exploit additional revenue streams In addition to our income from airtime sales on our FM radio channels, we intend to focus on creating or expanding additional

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revenue streams. We have already launched Mirchi Activation events which are promoted through our radio channels and enable us to enhance our revenue from airtime sales as well as attract new advertisers. Additional income streams may also include revenue from SMSs or calls received from our listeners, or from the sale or licensing of content to third parties, whether in India or in international markets. We have also recently provided consultancy services to an industrial group in Bangladesh for setting up radio stations. We have also entered into an agreement with Hewlett-Packard India Sales Private Limited ("HP") to launch visual radio services for the first time in India. With visual radio, images and texts are synchronized with the radio broadcast to bring information and interactivity directly to a mobile phone. As part of this agreement we have an exclusivity period which will give us the first mover advantage. Visual radio services also provide an additional advertising opportunity to our clients. These services also provide us with additional advertising revenues from our clients as well as digital service revenues from the telecommunications sector that HP shares with us.

Growth Drivers

Network Expansion After implementation of Phase II Policy of FM radio privatization,

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private sector FM radio is likely to be available in many more cities and will enable advertisers to reach out to a larger consumer base, using radio as a medium. This could result in radio getting a larger share of the advertising spends.

Availability of Listenership Data As radio expands, the availability of organized research providing segmented data on audience listenership is likely to increase advertisers' comfort with the medium.

Rationalization of License Fees The shift from a fixed license fee to the revenue share model in Phase II Policy of private FM broadcasting is expected to result in more viable radio business models and thus drive growth for the FM radio broadcasting industry.

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Local Advertising Globally, the local retail segment constitutes a large part of radio's advertising income. As per the CII-KPMG report, while local advertising contributes 70% of radio revenues in the United States of America, in India, the share of local advertising is only about 8% of radio revenues. Ideally, a localized medium like radio can be effectively used for local-level promotions and region-specific advertising campaigns, apart from being bundled as part of cross-media promotion strategies. This would make the medium more attractive for a large number of local advertisers, rather than being dependent on a concentrated set of national advertisers.

Other Opportunities

New opportunities in the radio business may arise from technological changes and other regulatory changes.

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Satellite Radio / Digital Audio Broadcast ("DAB") Satellite radio is a radio service that provides radio signals directly from satellites. DAB provides digital radio through a terrestrial broadcast format. Satellite radio subscribers are also able to receive upto 100 radio channels featuring high quality music, news, weather, sports, talk radio. Currently, World Space India Private Limited is the only player of Satellite radio in India, providing about 40 radio channels. As Satellite radio becomes routinely available in automobiles, subscribes can grow. Satellite radio is now tapping into equipment players also. DVD players and sound equipment manufacturers may install Satellite radio technology. Satellite radio is primarily subscription driven and the costs of access equipment are large at present.

Internet Radio As internet connections have become faster and software for cyberspace has become more sophisticated, audio listeners have benefited. Free, downloadable audio players for computers have made listening to audio via the computer possible. Traditional over-the-air radio stations have begun to take advantage of the new software, as well as the internet's ability to deliver graphics, data and video at the same time, to enhance their audiences' listening experience. The internet has also extended the reach of radio stations beyond their own markets, which was determined by the strength of their broadcast signals, to the entire world.

New Opportunities through Regulatory Changes These could include privatization of AM, expansion of FM beyond the 338 stations envisaged in Phase II Policy, multiple frequencies

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for same player in one city as well as opportunities in International markets.

ENVIRONMENTAL ANALYSIS

I. EXTERNAL ENVIRONMENT

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PEST ANALYSIS

POLITICAL To enter in the industry, high one time entry fee has to be

given There is no FDI allowed in this sector Up to 15 % annual hike In licensee fee Only 10 year of license is valid.

ECONOMIC RJ’s mainly attracted by package that has been offered to

them by competitors.

SOCIAL Showing responsibility towards various NGO Help in June 2005 Mumbai flood.

TECHNOLOGICAL Before 2000, there were only two music stations, but after

that radio industry came up with private Channels with different frequencies. Today we have 10 music stations.

Internet radio is introduced. Modern equipment and highly technical transmitters are

used Visually appealing materials are also associated

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II. COMPETITIVE ENVIRONMENT

Radio Mirchi’s high end competitor – FEVER 104 FM- was evaluated on several key factors, such as type of music they both play, promotional activities, product offering and overall presence in the competitive arena. Radio Mirchi is facing a high competition from FEVER 104FM. Fever 104 is just 2yr Old and it is already creating greater threat for other music stations including Radio Mirchi. Fever 104 is a brand owned by Hindustan Times Group. Basically it is handled by HT Music and Virgin Radio. The main advantage of FEVER is that, apart from Hindi music, they also play Pure English music, which is automatically becomes threat to Radio Mirchi. But the competition from other music stations is quite low. Secondly, the advertisers and other brands that associated with Radio Mirchi are loyal to them. Plus, Almost 53 per cent of daily listeners of Radio Mirchi choose not to tune in to any other radio station. That makes the market environment attractive for Radio Mirchi.

III. INTERNAL ENVIRONMENT

SWOT ANALYSIS

STRENGTHS Radio Mirchi known for giving superior quality music and

benefits to their customers. It delivers the best combination of innovative content and

interesting initiatives. Serve each and every section of public starting from the

children to 70+ aged. According to the latest listenership figures released by IMRB

International's Media & Panel Unit, confirms Radio Mirchi as the leading FM Radio station ahead of Red FM and Radio

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City. With 12.1 laky daily listeners, Radio Mirchi leads with a 72 per cent share of the market.

MRB conducts the in-car listening research every fortnight in Delhi, and findings indicate that Radio Mirchi is the favored station on the roads with a share over 50 per cent on an average since launch.

The research reveals that Radio Mirchi enjoys the highest "loyalty" among its listeners.

Radio Mirchi has partnered with VIBGYOR 2008 (college fest of International School of Business and Media).

Also with BLITZKRIEG 2008 (ICFAI Business School), COBWEB 2008 (college fest of LHMC) and SPANDAN 2008 (college fest of Vivekananda College).

Their wide and national footprint enables our advertisers to reach the largest number of listeners among private operators in high income cities and adjoining areas.

Also won awards for its successful brand building. the '983 - Kismat Khol De' Contest won the Gold medal for

Best Activity generating Brand Loyalty at the Promotion Marketing Awards of Asia – 2004.

Bronze medal for Best Activity generating Brand Awareness and Trial recruitment at the Promotion Marketing Awards of Asia – 2004.

WEAKNESS Listeners’ faces major distraction from advertisements aired

in between the show. Long waiting queues to connect with them by calling. Radio jockeys had no long lasting career.

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OPPORTUNITY Future plans include exploring opportunities to become FM

radio broadcasters or content providers in international markets at an appropriate time, either directly or through strategic partnerships or inorganic initiatives.

Great opportunity in the field of generating their own news show on air.

Field of internet radio

THREATS Still facing threat from AIR FM and FM Gold. Both are take

care by government bodies. High threat from all private music station, specifically from

Fever 104FM, 93.5Red FM, 91.1 Radio city. Recent threat is Meow 104.8FM, which is completely women

oriented music station.

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MARKETING STRATEGY TARGET CUSTOMER PROFILE

The Radio Mirchi target market was defined using interesting factors such as lifestyle, attitudes, occasions rather than demographic information alone. Although the customer description generally fall within the demographic that have been identified, this approach will provide an increased understanding of what motivates the listener and can be used to focus target marketing and positioning efforts more precisely.

Radio is the source of entertainment for every individual of any age group whether it is children, youngsters, housewives or aged people. Radio satisfy different needs of the people such as entertainment( which is the most important one), Bollywood Gossips, Recipe of different types of food, Child care tips, relationship problems, career guidance, Beauty Secrets, etc. ENIL has developed good relationships with the film industry in India helping it to have innovative and creative content. This helps Radio Mirchi to secure exclusive FM broadcasting rights of the music of leading films for up to two weeks after the initial release of the music. In spite of being present in diverse regions of India, ENIL has been able to attract listeners everywhere and be the market leader as it has been able to customize its content to 17 local tastes. Radio Mirchi takes care of all these needs in the best way by broadcasting shows keeping in mind the customer needs and their free time(so that they can listen their favorite shows at free time). On this basis, Radio Mirchi segmented their customer (time slots they get free) and targeted them in such a way that no other FM Station could change the bit of positioning done by it.

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MARKETING MIX

The punch line of Radio Mirchi (Mirchi sunnewale always khush) focuses on its customer and the quality of music provided by them. They try to come up with new innovative ideas thereby making their radio the most preferred station with largest listenership. There latest innovation is in the style of radio jockeys. Generally, radio jockeys speak non-stop quite fast entertaining the masses. But there is new RJ named Sudh who talks at a slower pace but in a weird tone. His way of telling jokes attracts people to him.

PRICE & PLACE are the two factors which has no impact on the customer’s( .i.e. radio listeners) of Radio Mirchi since they don’t pay for listening radio and it is available everywhere(rather in pockets of every person in the form of mobile)

PROMOTION

Cross media marketingBite a mirchi a get a pepsi freeMirchi packetsOnline promotion (983 kismat khol de) Dabbawallas Mumbai marathonMirchi khoobsurat 9 baj gaye kya Mirchi kaan awardsInnovative programs (pappi da, go go ganguli,Mr. hot crack pot,Ding-Dong) Jingles and promos

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Sponsored events in schools and colleges Mirchi job festMirchi activation team Radio workz

PRODUCT

High quality studio and transmission equipment Mass audience Multilinguistic programs Customization Emphasis on culture

PLACE AND TIME

Broadcasting (Ahmedabad,Mumbai,Banglore,Chennai,Indore,Kolkata,Lucknow etc.) Various programs at various time Family (7:00-11:00 am)Housewife(11:00-2:00 pm)Youth(2:00-5:00 pm)Evening Drive(5:00-9:00 pm)Late evening(9:00-11:00 pm)Night(11:00-1:00 am)Late night(1:00-7:00 am)

PHYSICAL ENVIORNMENT

High quality studio and transmission equipment DTH Radio involved radio broadcast from radio station via satellites

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Good radio frequencies

PROCESS

Direct attachment with audience Talented RJ’s Direct to home radio Visual radio Internet radio

Digital audio broadcastingSatellite radio seprate sales team of 130 employees in 8 cities

PEOPLE

Hired skilled RJ’s Emphasised on audience choiceLevel of customer involvements