This year, Radio Mirchi once again continued its association with GOAFEST to present the third edition of the “Radio Abby with Radio Mirchi” at Goafest 2017 in Bambolim, Goa.
During the event, 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. Capping advertising will mean improving the listener experience as less ads equals more music. 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.
For the advertiser, this is great news as fewer ads per hour will mean the spots that play will not get lost in the clutter which usually makes listeners tune out or switch stations. A new AV was unveiled by Mirchi during the event highlighting this aspect of the initiative, with the message “Kam Nahin, Khaas Hoga”.
Speaking on the occasion Mahesh Shetty, Chief Operating Officer, Radio Mirchi, said, “The Radio Abbys are a natural fit for the ‘Mirchi’ brand as this is a platform that recognizes 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!”