[Internship Topic: SUMMER INTERNSHIP PROGRAM 2017]

[98.3 RADIO MIRCHI (ENIL GROUP)]

Submitted under Industry Projects- II for

Master of Business Administration (Communication Management)

at

Symbiosis Institute of Media & Communication (PG), Pune

Symbiosis International University

Submitted by:

[ANKUR NAKRA]
Batch: 2016-18
PRN:16050143022

1
 ACKNOWLEDGEMENT

Written words have an unfortunate tendency to convert genuine gratitude into stilted formality.
However, I feel this is the best way to express my appreciation for everyone concerned.

Working on the profile of Media Sales Intern at 98.3 Radio Mirchi has been an
incredible experience for me. For this very wonderful experience I would like to thank a lot of
people without whose co-operation and support working on this market would not have been so
pleasurable and interesting.

Firstly, I would sincerely like to thank Mr.Pushpendra Singh the Sales Head at 98.3 Radio
Mirchi Chandigarh for taking out some of their valuable time from their busy schedule acquaint
me with various aspect of Media planning and Media selling for different clients and later for
giving me work in event management. I would also like to thank the whole team of sales team –
Mr. Arvind, Varun, Aditya, Shreya, Kanika, Shardha, Raghav. They all were very
supportive and patient. Thus, were a great help and a goldmine of information.

I would also like to thank Mr. Mudit of copywriting department for teaching me basics and
knowhow of copywriting. He was very supportive and patient. Thus, he was a great help and a
goldmine of information.

I would also like to thank Ms. Tavneet, RJ Ashi & RJ manisha of programming
department to teach me the basic programming in Radio. And last but not least the member of
the placement cell and my classmates Niharika and Anisha for their support .If it was not for
their encouragement and support, this Internship would never have been possible and I would
have been deprived of a vast treasure of knowledge.

These acknowledgements are one way where I can actually thank the people who have been
instrumental in the completion of this Internship. Without their help and guidance it would be a
very difficult task for me to try and plan this Internship and actually make it.
ANKUR NAKRA

2
 CONTENTS

1) EXECUTIVE SUMMARY 4
2). INTRODUCTION(as under): 5
2.1. INDUSTRY OVERVIEW 6
- Global Scenario
- Indian Scenario
- History of Indian Radio
- Players in the industry

2.2 COMPANY / AGENCY OVERVIEW – (Divisions of your agency / 11

parent agency and major clients handled)
3 Mission, Vision of the company / agency
4 Organisation Structure of the company / agency
5 Products and Services offered by the company / agency
6 SWOT of the company
3) PROJECT PROFILE 18
3.1. OBJECTIVES OF THE INTERNSHIP
3.2 Assigned activities and execution
3.3 Application of classroom learning
4) LEARNING OUTCOMES 19
5) LIMITATIONS OF THE PROJECT/WORK PROFILE 20
6) REFERENCES 20

3
 EXECUTIVE SUMMARY

Also Radio advertising is one of the tools of advertising which is effectively used for
communication and positioning. It is one of the foundations for effective and successful
advertising. Radio can be used effectively for advertisement since it can target the large audience
because of its high reach and low cost.

The various departments of Radio Mirchi are sales department , marketing department , finance
department , programming department and copywriting & voiceover department .
The tasks and duties and learnings are as under -
A)Air check – Under this we have to check the advertiser of competition radio station .Here we
check the duration of ad and no. of spots to know the potential of client budget in current
scenario.
B)Print track –
Here we check the active clients in print media in 4 newspaper –
*Times Of India *Hindustan Times
*Dainik bhaskar *The Tribune

and divide them according to categories in various sales team member or in O2L if the ad is
released from outstation. The size and page no. and rates are also seen to know the client budget .
C) Client Pitching & etiquettes – Here I learnt that the mosr important department the
organization is of sales as all the revenue is generated because of them also I learnt the sitting
and greeting etiquettes while meeting a client.
D) Copywriting – Here I learnt the basics of Copywriting and making Jingles and using the
TVC how we make better ads.
E) Programming –Here I learnt how the softwares are used to schedule the various songs ,ads
and Rj properties and the indepth problems they have in that.
F) Celebrity Management- Here I learnt how the sponsers of the events are critical and the
sponser clients have the right to meet the celebrity in which they are sponsing and we as part of
radio mirchi team have to shadow the clients till the time they have not met the clients
G) Event Management – Here I learnt that the VVIP passes distributed were more then the seats
and we as Radio Mirchi Team have to check if some client is not stopped by the bouncers.
And apart from this I learnt Professionalism as to how copywriting and order booking and other
department task in company cant be delayed or be improper and if they did so , the clients may
get agitated.
As Radio Mirchi has the top class wide network, with great support from their advertisers
and distributers, they do not face a high threat from their competitors.

4
 CHAPTER-2
INTRODUCTION

5
 INDUSTRY PROFILE:

Introduction
Global Scenario -
Old media don’t’ die! They just bounce back in new avatars. Not so long ago radio had
been written off as a down market and not so cool. Television and later “new media” were
referred to being the media of the future. But thanks to technology radio is making a comeback.
In fact, in its new avatar-fm-radio is all set too become the coolest and most with -it medium.
FM radio is a new entity altogether and has to deal with new market dynamics. Media
owners dealing with new markets will virtually have to draw up their strategies as they go along,
create programming that is new, innovative and grab away eyeballs from TV sets and make them
tune into their radio sets. It’s a whole new challenge and competition is never far away. Ad
revenues will also not be easy to come by, as advertisers will expect media players to put their
money where their speakers are before they commit large sums of money towards radio
advertising. The other challenge for radio in attracting advertisers is the nature of the medium-
radio has always considered being a reminder medium. The involvement of listeners to radio is
low, Vis a Vis television or print media.
However in spite of the various challenges the emergence of private FM stations is
certain to increase the quantum of radio advertising in the world , much like satellite channels
did to the quantum of television advertising in the world.
Indian Scenario -
The geographical area covered by radio in India in India is as high as 98 percent and the
penetration level is approximately 97 percent. But FM presently covers only 17 percent of the
area and 21 % of the population of India through transmitters. Currently radio has just 2 percent
of the 9000 crore Indian advertising market according to an Arthur Anderson’s survey. Globally
depending on each country, radio has a 5 % to 12 % of the advertising cake. On the higher side
are countries like the United States with 13 %, Canada with 12.7% and Spain with 9.1%. FM
station executives are not forthcoming on multi-platform strategies as yet. Given that radio has
penetrated into 100 million homes and a FM set costs around Rs. 50/- FICCI estimates FM’s
share up from the present 1.5 percent to 5 % in five years. They have also forecasted that

6
revenues from radio advertising in India will be Rs. Rs. 1200 crores by 2005 and Revenue of
radio services is expected to rise to Rs 689 crore by 2008 at a CAGR of 30 per cent.
While TV is a family medium, radio is personalized. Also advertising of certain product
seems to work very well while some might not. For example, cellular phone service or auto
related products would have a good impact when advertised on radio is primarily known as a
“drive time” medium most people who turn in are doing so while commuting. Thus the potential
if FM is better is bigger town, as the car population is much bigger. This would be the key when
evaluating the medium. Also one must not forgot that radio continues to be a medium that has
tremendous reach among the poor and marginalized sections of society.
With the coming of more channels, and the emergence of lifestyle advertising, radio will
become a push and pull medium. As said earlier, is not just making a comeback but is being
reincarnated into a new avatar.

History of Indian Radio-

For more than 4 decades, the Government of India did not permit private radio stations
to broadcast in India. Then history changed its course. In 1993, the Government allowed private
FM operators to 'buy' blocks (chunks) on All India Radio, prepare programming content, book
commercials from advertisers and broadcast the whole lot. Within 4 years, (1997-98), the FM
Radio advertising and sponsorship business grew to Rs. 93 crores with Times of India's Times
FM & Mid-Day Group's Radio Mid-Day becoming the main players.

Then, in June 1998 the Government, through its electronic media regulatory body
PrasarBharti, decided not to renew contracts of private FM operators.Not surprisingly, the
advertising revenue fell by 50% within a year!

This time, the Government gave the green light to privatize radio in India. July 6, 1999
was the historic day when the Government announced that 150 new FM channels would be
licensed across 4 0 c itie s .

And in 2000, the Government auctioned licenses for private FM channels to bolster the
revenue. And the focus on metros was evident in the bidding. Expecting to collect Rs 800 million

7
from auctioning 108 licenses, the government had to actually face mass withdrawal of bidders
because of the huge license fee. A handful of serious bidders chose to remain.

In response to the Government's offer, many companies bid for the licenses to operate in key
markets. But the going was not so easy. Many gave up, unable to shell out the high license fee.
For instance, the b id d ing price for the Mumbai license was reportedly to the tune of Rs 9.75
crore. Others dropped out saying the business was not viable. So, in effect, the competition
shrank, players consolidated and the Government extended its deadline. Today, there are roughly
10 players who will operate approximately in 37 cities across the country. The government
collected close to Rs 4.6 billion as license fee for the privately run FM radio channels in 40
cities. New Media Broadcasting, a Zee Group company, which focused mainly on the smaller
towns, won the largest number of bids.

The first round of bidding - for 76 channels in 26 cities, garnered close to Rs 3.5 billion.
The government got the highest bids - Rs 97.5 million from each of 10 broadcast companies - for
stations in Mumbai. Interestingly, the bids for Hyderabad and Nagpur came next, each for Rs
77.2 million and Rs 74 million, respectively, while the bids for Delhi were Rs 71.2 millioneach

8
 Radio is expected to follow the growth of the Television industry, which grew rapidly
following the entry of private players Currently, FM coverage in India is restricted to just 17% of
the country, compared to 89% of All India Radio (AIR).

Some Key Players in the market

RADIOCITY [91FM]

RadioCity, a venture promoted by Star and Music Broadcast Private Ltd (MBPL), was
launched on 21st May 2002. MBPL is a company backed by P.K.Mittal, family and Associates.
The company has received the license to set up radio stations across the country in six cities -
Bangalore, Delhi, Mumbai, Patna, Nagpur and Lucknow.The Mumbai license was secured for Rs
10 crores. STAR India’s radio division would provide or take charge of advertisement sales,
marketing and programming. RadioCity aims to reach out to listeners across demographic
barriers.
.

9
 GO [92.5FM]

GO 92.5 FM was launched on 10th May’2002 by mid day group. The wonderful world of
Go 92.5 FM, “The Sound of Mumbai” from Mid Day multimedia limited, trailblazing media
company.

Radio Midday seem to have found a niche for themselves and clearly positioned
themselves as 'the English Channel with a local/Indian image'. Therefore, a focus on
international artists popular in India. Not to say that big Indian artists with big fame do not
feature in their mix. So if the advertiser wants to target a niche population with a fastidious ear
for English music you know where to be! It delivers the best international chart topping hits and
the most with – it bollywood sounds, belting out the best hits non stop 24 hours a day. It does not
only concentrate on Hindi or English but emphasizes on the attractive blend of both the world.

RED [93.5FM]
“Red is in your Head”, screams the advertisement of Red FM, the 24-hour FM
radio channel from the Living Media stable. The much-awaited Red FM on 93.5 MHz hit
the airwaves in Mumbai first on June 26, 2002, followed by Delhi and Kolkata.
Described, as a bright, energetic and passionate Apparently, RED FM has spent close to
Rs 17.87 crores as license fees for the three centers of Delhi, Mumbai and Kolkata for the
first year. An additional Rs 20 crores has been invested on infrastructure etc in these
three cities. And in the second phase,
Red FM may not be modest but it is certainly witty, reliable, friendly, warm,
uncomplicated and honest. The ‘take aways’ are plenty – everything that the station says
and does is of relevance to its listeners.

10
2.2 COMPANY / AGENCY OVERVIEW -
Entertainment Network India Limited (ENIL), a subsidiary of Bennett, Coleman & Company
Limited (BCCL)- the flagship company of the Times of India Group, was incorporated in 1999.
It is listed on the Bombay Stock Exchange of India Limited and the National Stock Exchange of
India Limited.
ENIL operates in radio broadcasting under the brand “Radio Mirchi”. Radio Mirchi is the No. 1
Radio Station in India with more than 63 million listeners across the country.
Radio Mirchi has a track record of developing innovative content, thus expanding and retaining
its audiences and advertisers through the years Radio Mirchi made its international foray with the
launch of the brand in the UAE in 2012. With this, Radio Mirchi was the first Indian radio brand
to go international.

RADIO MIRCHI –

Radio Mirchi has been the undisputed leader of the Indian Radio Industry since its inception
2001. We have been ranked No.1 in all IRS (Indian Readership Survey) surveys till date in terms
of our national reach - the only survey which measures radio listenership across the country.

Not surprisingly, Mirchi has been felicitated with several awards:

1. We were awarded the FICCI - Frames Excellence Award 2010 for the Most Successful
Radio Channel of the Year - Radio Mirchi was the ONLY radio station to receive an
award from FICCI.
2. Radio Mirchi received 8 awards at the 5th India Radio Forum (IRF). This included 4
awards for our RJs out of a total of 7 RJs who were acknowledged.
3. We were awarded the Most Popular Radio Channel amongst Youth at the 2nd Global
Youth Marketing Forum.
4. We also received the CMO Council Brand Leadership Award.

We continue to set even higher goals for ourselves.

11
Mirchi 98.3 is a premium channel which covers the masses. Mirchi 98.3 is industry’s trendsetter
becoming the first Indian Radio Channel have International presence in UAE (03 cities) & also
operate exclusive radio station at International Airport Terminal 3 at IGI Airport. The
famous Mirchi Murga fame RJ Naved started this prank call concept first with Mirchi 98.3 and
now Punjab’s own RJ PAK PAK Deepak created Mirchi Murga Punjabi.

With same DNA, we have come to Tricity and revived the taste of Punjabi Songs. As earlier the
main essence of Punjabi music was lost in the city, Diljit Dosanjh being the Brand Ambassador
of Mirchi 98.3 Chandigarh is a win-win situation, with the highest listenership in Tricity
(Source Car Track Oct’16by KANTAR IMRB with 63% listenership share) and only 06 mins of
advertising in an hour that leads to high listener engagement. Whereas competition is playing 20-
30 mins of advertising in an hour that leads to high clutteredness. In laymen, it is like print
classified advertisement.

As a trendsetter Mirchi always work closely with regional film industry and celebrates the taste
of newness with exclusive releases of Album tracks & Movies Music tracks on Mirchi 98.3.
Just like Filmfare, Zee Cine & Stardust Awards for Bollywood majorly catering to Movies,
Mirchi 98.3 dedicates & recognizes music industry and it is one of its own kind of Music
Awards.
Simultaneously, Mirchi Music Awards different edition happening all throughout the country
year after year with increasing fan base.
Mirchi Music Awards (Hindi, Punjabi, Marathi, Bangla, Tamil, Telugu, Kannada, Malayalam)
Our Clients -

12
BOARD OF DIRECTOR’S -

Mr. Vineet Jain, Chairman & Non- Executive Director

A trustee and board member of several organizations, Mr. Vineet Jain – Chairman & Non-
Executive Director (ENIL) holds a Bachelor’s degree (B. Sc.) in International Business
Administration in Marketing from Switzerland.

Mr. N. Kumar, Independent Non- Executive Director

Mr. N. Kumar is the Vice Chairman of The Sanmar Group (www.sanmargroup.com), a

multinational US $ 1 billion conglomerate headquartered in Chennai, India with manufacturing

facilities in India, the US, Mexico, and Egypt.

Ms. Punita Lal, Independent Non - Executive Director

Ms. Punita Lal is a B.A. (Hons.) Economics graduate from St. Stephen’s College, Delhi and an
MBA from Indian Institute of Management, Calcutta. She is a successful professional manager
with over 25 (twenty-five) years of

Mr. Ravindra Kulkarni, Independent Non- Executive Director

Mr. Ravindra Kulkarni is one of the most experienced corporate lawyers in India with over 45
years of practice and has immense experience of all aspects of law. His practice areas range from
mergers .

Mr. Richard Saldanha, Independent Non - Executive Director

13
Mr. Saldanha, a graduate Mechanical Engineer, served Hindustan Lever & Unilever plc with
distinction for 30 years. He spent almost 10 years in Latin America. Rose to be Chairman and
CEO of Unilever .

Mr. Prashant Panday, Managing Director & CEO

Mr. Prashant Panday is an Engineering graduate in Electronics & Communication and has done
his PGDM from IIM Bangalore (1990).

Mr. Panday is the Managing Director and Chief Executive Officer of the Company. He has been
associated with the Company since August 2000 and has played a key role in bringing in the
radio revolution in India. Over the last 16 years, he has played a significant role in making
Mirchi the #1 radio brand in the Country in terms of listenership. In 2008, Mirchi was rated the
#1 media brand – ahead of The Times of India and Star Plus – in the IMRB- Pitch survey.

Mr. Panday has total experience of over 26 years in industries ranging from Advertising,
Banking, FMCG & Media. Prior to joining the Company, he has worked with Citibank, Pepsi,
HUL, Mudra and Modi Revlon. His areas of strength include Marketing & Sales, Analytics &
Strategy and People Management. Mr. Panday is the Chairman of the FICCI Radio committee,
the Sr. VP in the Association of Radio Operators of India (AROI), and a member of the CII
Entertainment Committee. He also served as a member of the Ministry of I&B’s committee on
fighting piracy. He is a speaker at various industry forums.

14
 Mission of Company –
“Create & build brands with differentiated content to capture relevant audiences and market
the value of these to advertisers to help sell and their brands”.
“We are a global company with cosmic consciousness, served from India, aggregating
audiences to network media brand.
Vision of the company –
A Leading City centric Media Company by delivering unique audiences through Media Vehicles
Like FM Radio & Experiential Marketing”

Organisation structure of –Radio Mirchi Chandigarh.

Non Hierarchical -
First Names only . . .no Sir, boss, chief,etc
Questions are welcome irrespective of levels, Every one is answerable across levels
Every one has a point of view & voices it, no consequences to having a different
pov
Manager has decision making rights, not ideation
ideas can come from any one

The station head of Chandigarh branch is Mr. Bhanu Pratap.

Then there are various departments like -

 1)Sales Dept. – The sales department is headed by Mr.Pushpendra Singh
 2)Marketing Dept.- The Marketing Head is Mr.Vikrant
 3)Programming Dept. – The programming head is Mr. Nitin
 4)Finance dept.- The Finance is headed by Mr.Kumar
 5)Ad copy department- The copywriting is done by Mr.Mudit
 6)Voice Over – Ads –The voices are given by Mr.Harsh and other office members.

Product & Services –

1)FCTs – The ads on radio mirchi are runs under this name
2)Events – Radio mirchi events can be sponsored by the clients
3)MMS- Multi media solution involving digital , print and outdoor services.
4)MMA – sponsorships in Mirchi music Awards .

15
 Client List –
Some of the clients of Radio Mirchi are (april 17 to june 17) -
1) Verka Icecreams
2) Axiom ayurveda
3) TATA steel
4) Urban Vatika
5) Skoda Kodiaq
6) Fun e Land
7) Organic India

SWOT analysis –
Strenghts -
1) Leading FM station with 68% market share in listenership in chandigarh.
2) Favorite station on road in car listening research (Car track survey) conducted every
fortnight.
3) Popular amongst youth via college fests of various colleges in and around Chandigarh..
4) Presence in 33 cities and 6 metros attracts national level advertisers
5)Plays popular Punjabi regional songs which helps them catch the listener attention.
6)The properties and Innovation like LASSI Awards ,Naveed Murga , AILA bhat ,Love
Story Kaver ke sath , Meri Bhugi , PU ke parinde keeps them always favorite category.

Weaknesses -
1)Listeners who don’t not like Punjabi songs don’t like 98.3 Radio mirchi.
2)It has more regional Outlook then competition -92.7 BigFm and 94.3MyFm.
3) It is less then 1 year of entry in Chandigarh so Advertisers are already attached to BigFm
and MyFm due to long time relations they have with clients.
4)Rj’s are new so they don’t have much fan following which derive the audience to Rj
meenakshi show of MyFm and Nilesh Mishra show of AIR radio.
5)Rigid rules and less flexibility as is it a company of Times Group.

16
 Oppurtunities -
1)Satellite and Internet Radio.
2)International Stations.
3)Poaching can be done and popular Rj of BigFm and MyFM can be brought.
4)As it has low rates then competitors brands ,the advertisers might be willing to advertise
with radio mirchi.
5)As of now only 6 minutes advertisers are being played in 1 hour duration as compared to
20 minutes of BigFM and MyFm.

Threats –
1) Launch of new station – RED Fm which is giving even rates lower than RadioMirchi
2) Popularity of Rj’s at BigFm and My FM is much greater than Rj’s at Radio mirchi.
3)Digital & Social Media and English TVC have changed the taste of audience and they
only listen to Radio in travel time that also in car.

17
3) PROJECT PROFILE-
3.1. OBJECTIVES OF THE INTERNSHIP -
To understand how Radio as a tool can be utilized by clients and make the brand bigger.
Profile name - (Media Sales Intern).

3.2 Assigned activities and execution -

1)Week 1 – Task a) Aircheck
2)Week 2 – Task a) Aircheck +Task b) Print Track
3)Week 3 –Task b)Print Track +c) Client Calling + d)Copywriting
4)Week 4 & 5 –Task b)Print Track +c)Client Calling + d )Copywriting+ e)Understaning
Basics of Programming f)Presentation on media planning
5)Week 6 –Task g)Client meeting & pitching and media planning
6)Week 7 –Task g) )Client meeting & pitching and media planning
7)Week 8 –Task h) Celebrity and Event management
9)Week 9) Task h) Celebrity and Event management

Innovation/change in working method –

1)Aircheck – The data was simply put onto the Excel sheet and sent to the sales team but I
suggested to divide the brands into big ,medium and small categories basis on the spots so
that the sales team pitch the bigger clients first and can neglect the small budget advertisers

3.3 Application of classroom learning-

1) In Copywriting – The classroom learning in Creative theories by radhika Ingale ma’am

helped me think creatively for different brands.
2) In Media Planning -The classes given by Pooja valecha ma’am helped me making media
plans for brands
3) Giving presentation on Media Planning – I was asked to give a presentation to the sales
team of 15 people on organic India media planning and campaign designing which I learnt in
various MM classes.

18
 4) LEARNING OUTCOMES -
During my entire Internship I learnt many thing and I am really thankful to Radio Mirchi for
that–
A) Aircheck -Under this we have to check the advertiser of competition radio station .
Here we check the duration of ad and no. of spots to know the potential of client budget in
current scenario.

B) Print Track –Here we check the active clients in print media in 4 newspaper –
*Times Of India *Hindustan Times
*Dainik bhaskar *The Tribune
and divide them according to categories in various sales team member or in O2L if the ad is
released from outstation.
* The size and page no. and rates are also seen to know the client budget .This helped us to know
the active clients in the region.
C) Client Pitching & etiquettes –
Here I learnt that the mosr important department the organization is of sales as all the revenue
is generated because of them also I learnt the sitting and greeting etiquettes while meeting a
client.
D) Copywriting – Here I learnt the basics of Copywriting and making Jingles and using the
TVC how we make better ads.
E) Programming –Here I learnt how the softwares are used to schedule the various songs ,ads
and Rj properties and the indepth problems they have in that.
F) Celebrity Management- Here I learnt how the sponsers of the events are critical and the
sponser clients have the right to meet the celebrity in which they are sponsing and we as part of
radio mirchi team have to shadow the clients till the time they have not met the clients
G) Event Management – Here I learnt that the VVIP passes distributed were more then the seats
and we as Radio Mirchi Team have to check if some client is not stopped by the bouncers.

And apart from this I learnt Professionalism as to how copywriting and order booking and other
department task in company cant be delayed or be improper and if they did so , the clients may
get agitated.

19
 5) LIMITATIONS OF THE PROJECT/WORK PROFILE-
The limitation was of time as it was of only 2 months so the sales pitching at individual level
was not possible. Also the learning were limited to fresh pitching and new clients and chance of
learning negotiations in 2nd & 3rd meeting have been not possible.

6) REFERENCES -
a) www.enil.com
b) www.radiomirchi.com
c) Company’s presentations
d) Learning from Internship experience

20