Red FM/ Mirchi/ Radio City - Differentiator?
My colleague Atul and I were chatting yesterday about the new Radio City RJ, Mehak, who recently took over from the insufferable but, for some reason very popular 'Aage P, Peeche P - Pratap! ("Something quite endearing about the guy, even though he talks a bit much.” I have been told).
While we began on the subject of who made for better (or worse) listening, from among the two, the subject quickly drifted on the why and how of the need to introduce female voices during the morning prime time hours.In my opinion, a couple of years ago, in absence of any clear programming differentiation, and attempts to confuse brand recall with listnership were giving Mirchi an advantage over the 2 other private channels.
RED FM was perhaps finding itself particularly badly hit, with brand presence/ and resultant recall/ perhaps being the lowest. However, it felt that it had equal listenership, but every-time anyone on the street was asked the question about which channel was playing or they played, Mirchi would be the most often quoted brand (who cares about or remembers the frequencies anyway!)Advertisers were flocking to Mirchi.
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