Radio Mirchi won 21 frequencies and Red FM won 13. Red FM with Rs 80 crore was the highest spender
BestMediaInfo Bureau | Mumbai | February 28, 2017
Sixty-six frequencies were allotted across 48 cities in the second batch of FM radio Phase III e-auctions. Radio Mirchi won 21 frequencies while Red FM won 13. Red FM claims to be the highest spender during the auctions, pumping in Rs 80 crore for its frequencies.
The second batch of FM radio Phase III auctions began on October 26, 2016. Radio City, Radio One and Big FM didn’t participate in the auctions as they were content with the frequencies they won in the first batch of the auctions. However, Radio Mirchi and Red FM took part and won frequencies too.
Radio Mirchi, part of Entertainment Network India Limited (ENIL), won 21 frequencies. The player bagged frequencies in Akola, Amravati, Asansol, Bhavnagar, Durg-Bhillainagar and Hublli-Dhaward among other cities.
Sun Group’s Kal Radio and South Asia FM too bagged a total of 13 frequencies. Kal Radio bagged six while South Asia FM bagged seven. The radio stations operate under the brand name Red FM. Kal Radio bagged frequencies in Erode, Hubli-Dharwad, Hyderabad, Nellore, Salem and Vellore while South Asia FM bagged frequencies in Agartala, Dehradun, Dhule, Jhansi, Leh, Muzaffarpur and Nanded.
Prashant Pandey, MD and CEO, ENIL, said, “We are very excited with the results of the second batch of auctions! Our 21 new cities give us depth in the most vibrant radio markets in the country. With this expansion, we’ll have 74 frequencies in 64 cities. We look forward to expanding more in the future, but only if the government amends the policy and makes the smaller stations viable.”
Nisha Narayanan, COO, Red FM, said, “Whatever our objective was as far as the auctions were concerned, we were able to achieve it to a great extent, especially in terms of expanding our network geographically. We were the largest spender with a maximum of about Rs 80 crore, followed by Radio Mirchi. Our focus was on establishing our presence in state capitals and geographical spread. We have consolidated in Hindi-speaking markets such as UP, Maharashtra and Bihar.