How would you define Radio Mirchi Chennais brand positioning?
A. The individuality of the jock, and the unique treatment of any day-to-day happening in a common mans life to a movie release, everything is handled in a unique, customised fashion. Brand Radio Mirchi is not built on impulse. It is validated by a lot of research, and the learning from the international radio market is tailor-made and made relevant to the Indian market. I can claim to say that a lot of the new entrants have followed the Mirchi style of functioning, in terms of format and content. The brand positioning of Mirchi as a complete Tamil channel has worked wonders for us. There were radio channels that tried the mix of Tamil and English/Hindi format in Chennai, but having failed they have all come back to the complete Tamil mix. Q. With the radio space getting cluttered, is niche radio a possibility in India right now? A. Today, it is not possible for a radio station to survive if it is producing niche content. We did start it in Bangalore, but it did not work. Within six mo
