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Radio Mirchi to put 15-minute cap on inventory across stations

MUMBAI: Entertainment Network India Ltd (ENIL), which runs FM radio stations under the Radio Mirchi brand, has decided to cap inventory at all its stations at 15 minutes per hour. This could possibly lead to an increase in ad rates.

It is a significant reduction from the earlier 22 minutes of advertising per hour that would play on Radio Mirchi channels. By capping advertisements, the radio network aims to improve listeners’ experience as fewer ads mean more music. Radio Mirchi had already capped inventory at its newly launched stations at 10 minutes, but this year, it would roll it out to the older stations as well.

For the advertiser, this is great news as fewer ads per hour will mean the spots will not get lost in the clutter, which usually makes listeners tune out or switch stations. A new AV was unveiled by Radio Mirchi during an event highlighting this aspect of the initiative, with the message ‘Kam Nahin, Khaas Hoga’.

Speaking on the occasion, Radio Mirchi COO Mahesh Shetty said, “The Radio Abbys are a natural fit for the ‘Mirchi’ brand as this is a platform that recognises quality work done in radio advertising. This year we are undertaking this initiative of decreasing inventory across our Mirchi stations. This will improve the listener experience and is better for the advertiser as well. Less clutter means their message will reach the consumer who has not tuned out!”

Radio Mirchi made this announcement at the recently concluded Goafest 2017.