India’s Radio Mirchi has been rated the top radio brand amongst Media Planners in the latest Pitch Media BrandOmeter research.

Exchange4media.com reports that Mirchi, which is owned by Entertainment Network India Limited, came ahead of another long-time private radio player – Radio City.

Red FM, BIG FM and Fever 104 made up the rest of the top five in radio, respectively.

The Media Brandometer from the advertising publication Pitch is billed as the most qualitative analysis of media brands in the country.

The research adopted a three-stage methodology, using in-depth interviews, surveys and views of leading media planners and marketeers.

It assessed media brands on six parameters which were rated as critical, important, not so important and irrelevant.

They were innovation, professionalism, media delivery, relationship, service availability, and sales team knowledge.

In other categories, The Times of India was ranked number one newspaper followed by The Hindu, Hindustan Times and DNA.

Sony was the top General Entertainment TV channel while Star Plus, Zee TV, Colors, Sab TV made up the rest of the top five.