A dip stick report prepared by the Indian Market Research Bureau (IMRB) has placed Radio Mirchi's listening audience at 70 per cent of the total listenership of FM radio in Mumbai, in the one month after the launch of the four private radio stations in the city.

Commissioned by the Entertainment Network promoted Radio Mirchi, the report, says CEO AP Parigi, concerns the target audience in the age group of 18 to 35, Sec A & B, who tune into radio in cars. This segment is the one advertisers look at, and has helped the channel rope in advertisers at least three times more than the nearest rivals who started around a week after Radio Mirchi went on air, claims Parigi. The preliminary report will be followed by comprehensive reports after three to six months, he says. Radio Mirchi station head Kaushik Ghosh says similar exercises conducted in Indore and Ahmedabad four to six months after the launch of Radio Mirchi indicated that in terms of media consumption, the volume of radio listenership in these cities now equals that of TV viewership.

While Parigi says the FM channel will exploit all in house Times of India properties to target "an addressable population of 120 million in Radio Mirchi's 10 stations."

It also deployed Miss Universe contestant Neha Dhupia in the creative role of impromptu correspondent from Puerto Rico, where the pageant was held. Live phone-ins were used to bring Neha live from Rico, with updates on the process of the Miss Universe pageant, as and when the Indian representative got time off from her commitments. She also spoke exclusively to Radio Mirchi immediately after the pageant.

Parigi says the exercise will be followed up with radio adaptations of the Brand Equity Quiz, the Filmfare awards and the War of the DJs, all Times properties. No sponsors have been roped in for the Miss Universe coverage. After Indore, Ahmedabad, Pune and Mumbai, the channel is now targeting Delhi, Kolkata and Chennai as the next Radio Mirchi destinations, says Parigi.