Radio Mirchi announces 15-min cap on inventory

12 Apr,2017

By A Correspondent


At the Radio Abby awards at Goafest last week, Radio Mirchi announced its plans to cap inventory on all its stations at 15 minutes per hour which is a significant reduction from the earlier 22 minutes of advertising per hour that would play. This initiative of reducing advertising on its stations has been taken keeping in mind the fact that the most common complaint radio listeners have against the medium is long ad breaks, notes a communique.Mirchi had already capped inventory on its newly launched stations at 10 minutes but this year it will roll it out to the older stations in its network as well, the release adds.


Said Mahesh Shetty, Chief Operating Officer, Radio Mirchi:  “The Radio Abbys are a natural fit for the ‘Mirchi’ brand as this is a platform that recognises quality workdone 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!”


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