Rating Rationale
June 29, 2018 | Mumbai
Music Broadcast Limited
Ratings Reaffirmed 
 
Rating Action
Total Bank Loan Facilities Rated Rs.35 Crore
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.200 Crore Non Convertible Debentures CRISIL AA/Stable (Reaffirmed)
1 crore = 10 million
Refer to annexure for Details of Instruments & Bank Facilities
Detailed Rationale

CRISIL has reaffirmed its 'CRISIL AA/Stable/CRISIL A1+' ratings on the bank facilities and non-convertible debenture (NCD) of Music Broadcast Limited (MBL).
 
The ratings continue to reflect MBL's strong managerial, operational, and financial linkages with the parent, Jagran Prakashan Ltd (JPL; rated 'CRISIL AA+/Stable/CRISIL A1+'), established market position in the radio industry, and healthy financial risk profile. These strengths are partially offset by susceptibility to intense competition and economic activity in the FM radio broadcasting industry.

Analytical Approach

For arriving the ratings, CRISIL has applied its parent notch-up framework to factor in strong operational, financial, and managerial support available to MBL from JPL.

Key Rating Drivers & Detailed Description
Strengths
* Strong linkages with JPL: MBL is strategically important for JPL as it diversifies its presence into the radio broadcasting segment. The company complements JPL's print business and enables it to offer a strong and differentiated product to advertisers. It further enhances the parent's geographical reach by adding cities where JPL has limited presence in print. Furthermore, MBL's radio stations acquired during the phase II auctions are in areas of JPL's footprint, thereby providing synergies to the former. JPL facilitated the issuance of NCDs by providing a corporate guarantee, which was later replaced by a letter of comfort. JPL also provided liquidity support by a debt service reserve account to the extent of six months of debt obligation. JPL management's extensive experience in the media and entertainment business will continue to strengthen the business risk profile over the medium term.
 
MBL has grown its portfolio to 39 channels following organic and inorganic expansion over last couple of years. Leveraging the established brand of Radio City, company has seen healthy revenue growth of 10% in fiscal 2018 despite industry headwinds. The 11 stations acquired during the phase III auctions have registered break-even at operating profits in fourth quarter of fiscal 2018, within 15 months of commencement of operations. Furthermore, MBL plans to add Kolkata based Friends 91.9 FM, which will help it expand its reach to 72% of FM population in India from 62% currently.
 
* Healthy financial risk profile: Strong growth in cash accrual coupled with fresh equity issuance of Rs 400 crore through an initial public offering (IPO) in fiscal 2017 has helped the financial risk profile. The company had debt of Rs 50 crore and gearing was 0.1 time as on March 31, 2018. Adjusted interest coverage and net cash accrual to total debt ratios were 7.73 times and 1.56 times, respectively, during fiscal 2018. Liquidity was ample with cash and liquid investments of Rs 232 crore as on March 31, 2018. Though it has plans to acquire Kolkata based Friends 91.9 FM during fiscal 2019, however, the financial risk profile should remain healthy, driven by steady cash accrual and minimal debt.
 
Weakness
* Susceptibility to intense competition and economic activity: With the allotment of new frequencies in the first and second batches of the Phase III auctions, competition has intensified in the metro markets in India's radio broadcasting industry. Metros contribute more than 75% to the industry's revenue and therefore have high importance. With new frequencies being added to existing metro cities, the players have to calibrate advertisement rates to maintain inventory utilisation. Limited ability of players to differentiate offerings further intensifies price-led competition for the available advertising revenue. MBL has, however, reported a healthy 10% year-on-year growth in revenue in fiscal 2018.
 
Operating margin of radio operators remain vulnerable to economic downturns as advertisement revenue is linked to economic conditions.
Outlook: Stable

CRISIL believes MBL will continue to benefit over the medium term from Radio City's established market position and strong support from JPL group. The ratings will remain sensitive to any change in CRISIL's rating on JPL.
 
Upside scenario
* Significant and sustained growth in revenue and profitability, while sustaining improvement in capital structure and debt protection metrics
 
Downside scenario
* Large, debt-funded capital expenditure or acquisition, leading to weak capital structure
* Change in JPL's stated stance of support

About the Company

MBL is the first private FM radio broadcaster in India and that operates FM radio channels under the Radio City brand. During fiscal 2016, the company acquired 11 new stations in the batch-I of FM phase III auctions. Also, eight radio stations under the Radio Mantra brand operated by JPL's promoters under Shri Puran Multimedia Ltd were merged with the company and rebranded as Radio City during fiscal 2017. The company now has presence in 39 cities across India. The company also operates 50 web based stations.

Key Financial Indicators
As on / for the period ended March 31 Unit 2018 2017
Revenue Rs crore 298 271
Profit after tax Rs crore 52 37
PAT margin % 17.4 13.7
Adjusted debt/adjusted networth Times 0.08 0.27
Adjusted Interest coverage Times 7.73 5.03

Any other information: Not applicable

Note on complexity levels of the rated instrument:
CRISIL complexity levels are assigned to various types of financial instruments. The CRISIL complexity levels are available on www.crisil.com/complexity-levels. Users are advised to refer to the CRISIL complexity levels for instruments that they consider for investment. Users may also call the Customer Service Helpdesk with queries on specific instruments.
Annexure - Details of Instrument(s)
ISIN Name of Instrument Date of Allotment Coupon Rate (%) Maturity Date Issue Size
(Rs Cr)
Rating Assigned
with Outlook
INE919I07013 Debentures* 04-03-15 9.70 % 04-03-17 50 CRISIL AA/Stable
INE919I07021 Debentures* 04-03-15 9.70 % 05-03-18 100 CRISIL AA/Stable
INE919I07039 Debentures 04-03-15 9.70 % 04-03-20 50 CRISIL AA/Stable
NA Bank Guarantee NA NA NA 33.45 CRISIL A1+
NA Proposed Bank Guarantee NA NA NA 1.55 CRISIL A1+
*CRISIL is awaiting independent confirmation of redemption before withdrawing ratings on these instruments
Annexure - Rating History for last 3 Years
  Current 2018 (History) 2017  2016  2015  Start of 2015
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Non Convertible Debentures  LT  50.00
29-06-18 
CRISIL AA/Stable      28-07-17  CRISIL AA/Stable  22-12-16  CRISIL AA/Stable  18-12-15  CRISIL AA/Stable  -- 
            14-07-17  CRISIL AA/Stable      24-02-15  CRISIL AA/Stable   
Non Fund-based Bank Facilities  LT/ST  35.00  CRISIL A1+      28-07-17  CRISIL A1+    --    --  -- 
All amounts are in Rs.Cr.
Annexure - Details of various bank facilities
Current facilities Previous facilities
Facility Amount (Rs.Crore) Rating Facility Amount (Rs.Crore) Rating
Bank Guarantee 33.45 CRISIL A1+ Bank Guarantee 33.45 CRISIL A1+
Proposed Bank Guarantee 1.55 CRISIL A1+ Proposed Bank Guarantee 1.55 CRISIL A1+
Total 35 -- Total 35 --
Links to related criteria
CRISILs Approach to Financial Ratios
Rating criteria for manufaturing and service sector companies
Criteria for Notching up Stand Alone Ratings of Companies based on Parent Support

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