Management Wave

Note: This article written by me and Yuvaraj. We visited Radio Mirchi premises in coimbatore city and studied about their culture systems and processes. Here is the crux of it.

THE MANAGEMENT WAVE

In a developed stage of visual media dominance, it was thought that the wave cannot be sensed again. But the wave had came again, by the ears engaged with head sets, and mobile and immobile service providers satisfy their customers with frequency modulation, -its FM. Amidst the tough competition , Entertainment Network India Ltd (ENIL) a BCCL group has emerged as a topper in Coimbatore with 42 stations in the subcontinent. This group existence was counted as 170 years, in the globe. From the roof of ENIL paints its excellence in the sector. What made them to achieve the No: 1 place within a year, Is it the management, the research, the radio jockey’s (RJ’S), the executives?

With well organized functional departmentation, “our creative team is enhancing the qualities of programming” says Deepa- Accounts manager. The basement of their growth is their research and development. In their words, their TG- target group of 15 – 35 in age was identified by IMRP research organization this paved them in their brand positioning. It needed a great heart to go for specific age group people, when the radio sector was in classical mode. But it now proved the typical research follow up has some great vision in it. They are also very keen in planning their activities crystal clear. The RJ’s voice heard will be shorter than most of the radio’s in the nation. The maximum time for RJ’s to speak out is 12 min approx. Even the girl who was recruited said “Vote me… I won’t speak more”, these things shows that Mirchi is so clear in things where they differ from others.

Their Human resource guides them from Mumbai by proper motivation. They are describing their success pep plus fun. The paradigm of RJ slang was broken by Mirchi, where they deviated from the formal words and salutations to listeners which made them more attractive. The apples of Himachal Pradesh always entice south Indian to taste it, like wise other regional slangs attracted Coimbatore more towards Mirchi. RJ’s from various parts of the state delivers their own slangs Moreover RJ’s are allowed to express them, rather than acting as commercial radio jockeys. Their creative works are scanned completely before it enters screen, but it done with a friendly environment and encouraging frame of mind.

In executives view they are allowed to express their feelings from headache to happiness, enjoying a perfect MNC culture, invisible boundaries, and decentralized. They are also clear if a jockey comes with a mood the same mood he can and he will carry till the end of the show. The organization culture shows skills of assertiveness, flexibility and effective communication. This complete environment gives professional satisfaction says RJ Anand.

“Our people are allowed to take risks but an informed risk” says Mr. Sales, Mirchi. Their HR team can be coated “the stress less” as they maintain very low employee turnover. They analyze the trend from recruitment to programming with perfection. The basic concept of recruitment is openness along with voice, attitude, perception and background. They have excellent career growth in this culture. It’s a media addressing complete fun and happiness.

The run of other FM’s are also at competitive level by which people walk, sit, and even sleep with listening to the new era developing. In every city at least there are minimum of five to six FM channels reaching listeners. In this scenario some of them follow classical way of programming and channels with television background clearly exhibits their own way of execution. This helps the new entries to shine when they have some thing new towards this sector. The same has been performed better now by Mirchi to take the best spot.

The management techniques which performed better and reliable to the situation make organization to accomplish its objectives in right way. Their work towards the society differs from the normal Radio’s they help people by addressing local problems which affect people. Even traffic problems are addressed invisibly. When they are in a state to convey a message to their colleague in traffic, they address him & convey people that there was some traffic problem in the live, so that others can use some other road. With innovative ideas and the strong listener’s choice over Mirchi in the FM sector, RadioMirchi- it’s hot.