Why so much focus on retail advertisers?
We get a much higher price from retail advertisers as compared to a national advertiser because a national advertiser who buys our network demands a far better rate. It’s a long term strategy and the whole idea is actually to realise higher pricing and one of the ways is to increase retail advertisers. What are the other revenue sources you are looking at apart from advertising revenues? There is no other revenue source in radio apart from ad revenues. We also earn revenues through Mirchi activation business, but it again is a modified form of ad revenues. What’s the current market share of Radio Mirchi? We command a market share of 48-50% in the private FM market. We earned revenues of Rs.2.29 billion this year. We believe we have surpassed AIR too in terms of revenues. AIR’s revenues for the last two years have been between the range of Rs 1.8-2 billion and they have not been growing much. However, their results for this year are still awaited. How much investment are you planning to
