Rating Rationale
April 23, 2020 | Mumbai
Music Broadcast Limited
Ratings Reaffirmed; NCD withdrawn
 
Rating Action
Total Bank Loan Facilities Rated Rs.135 Crore
Long Term Rating CRISIL AA/Stable (Reaffirmed)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.50 Crore Non Convertible Debentures CRISIL AA/Stable (Withdrawn)
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 of Music Broadcast Ltd (MBL). CRISIL has also withdrawn its rating on the company's non-convertible debentures of Rs 50 crore (see Annexure: Details of Rating Withdrawn) on confirmation from the debenture trustee that they have been fully redeemed. The rating withdrawal is in line with CRISIL's policy.
 
The ratings continue to reflect MBL's strong market position in the radio industry, healthy financial risk profile and established managerial, operational, and financial linkages with the parent. These strengths are partially offset by susceptibility to intense competition and economic activity in the FM radio broadcasting industry.
 
The radio industry's revenue is expected to decline by 22-25% in fiscal 2021 because of the impact of the Novel Coronavirus (Covid-19) pandemic. Advertisement revenue has high correlation with economic growth. While listenership has improved since the nationwide lockdown has been imposed, the expected weak economic activity has led to significant drop in players' advertising revenue, which, in the past, has rebounded sharply when economic growth has recovered. Revenue should gradually recover from the second quarter of fiscal 2021 onwards, with a full recovery in fiscal 2022.
 
While the base case assumes a decline in revenue by 22-25% in fiscal 2021, in line with the industry standard, MBL's credit risk profile remains supported by its strong market position, healthy liquidity of over Rs 215 crore as on March 31, 2020, nil debt, and high financial flexibility. Furthermore, expectation of waiving off of license fees for radio players could support their operating profit and, hence, remains a key monitorable.
 
CRISIL has not factored in the potential acquisition of Reliance Broadcast Network Ltd (RBNL) by MBL'this was earlier factored in - as the transaction is unlikely to happen in the near term.

Analytical Approach

For arriving at 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 market position and healthy financial risk profile
MBL has a healthy portfolio of 39 radio stations, built through organic and inorganic expansion over fiscals 2016-2017. The 11 stations acquired during the phase III auctions have started contributing modest operating profit. However, MBL's operating profit is expected to decline by 25-30% in fiscal 2020 compared to the previous fiscal due to advertisement volume being impacted by the weak macroeconomic environment in the industry.
 
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 was debt-free as on March 31, 2020. Adjusted interest coverage is expected to remain healthy at over 9 times in fiscal 2020. Liquidity is ample, with cash and liquid investments of over Rs 215 crore as on March 31, 2020. The financial risk profile should remain healthy over the medium term, driven by steady cash accrual and the absence of debt.
 
* Established linkages with JPL
MBL is strategically important to JPL as it diversifies its presence into the radio broadcasting segment. It 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 III 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 through a debt service reserve account for six months of debt obligation. The extensive experience of JPL's management in the media and entertainment business will continue to strengthen the business risk profile.
 
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 60% to the industry's revenue and, therefore, have high importance. With new frequencies being added to current metro cities, 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. Furthermore, of radio operators remains vulnerable to economic downturns, as advertisement revenue is linked to economic conditions. Therefore, in fiscal 2021, MBL's revenue is expected to decline by 22-25% due to the Covid-19 outbreak; however, it is expected to gradually revive over the next fiscal.
Liquidity Strong

Current liquidity is strong, with cash and liquid investments of over Rs 215 crore as on March 31, 2020. MBL is debt-free and, therefore, has no debt obligation. Capital expenditure (capex) is expected to remain moderate. Furthermore, MBL has high financial flexibility and can rely upon its parent, JPL, for support in case of exigencies.

Outlook: Stable

CRISIL believes MBL will continue to benefit from Radio City's strong market position and support from the JPL group.
 
Rating Sensitivity Factors
Upward Factors
*Upward revision in JPL's credit rating by 1 or more notches
*Sustained improvement in return on capital employed above 25%
 
Downward Factrs
*Change in JPL's stated stance of support
*Downward revision in JPL's credit rating by 1 or more notches
*Large, debt-funded capex or acquisition weakening the capital structure.

About the Company

MBL is the first private FM radio broadcaster in India; it operates FM radio channels under the Radio City brand. In fiscal 2016, the company acquired 11 new stations in 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 in fiscal 2016. The company now has presence in 39 cities across India. It also operates 18 web-based stations.

Key Financial Indicators - MBL
Particulars Unit 2019 2018
Operating revenue Rs.Crore 325 299
Profit after tax (PAT) Rs.Crore 62 52
PAT margin % 19.0 17.3
Adjusted debt/adjusted networth Times 0.12 0.08
Interest coverage Times 21.42 7.44
The table above reflects CRISIL adjusted numbers 

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.Crore)
Rating Assigned with Outlook
NA Bank Guarantee NA NA NA 26.29 CRISIL A1+
NA Proposed
Bank Guarantee
NA NA NA 18.71 CRISIL A1+
NA Cash Credit NA NA NA 90 CRISIL AA/Stable
 
Annexure - Details of Rating Withdrawn
ISIN Name of Instrument Date of Allotment Coupon Rate (%) Maturity Date Issue Size
(Rs.Crore)
INE919I07039 Debentures 4-Mar-2015 9.70 % 4-Mar-2020 50
Annexure - Rating History for last 3 Years
  Current 2020 (History) 2019  2018  2017  Start of 2017
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Non Convertible Debentures  LT  0.00
23-04-20 
Withdrawn      30-07-19  CRISIL AA/Stable  29-06-18  CRISIL AA/Stable  28-07-17  CRISIL AA/Stable  CRISIL AA/Stable 
            06-06-19  CRISIL AA/Stable      14-07-17  CRISIL AA/Stable   
Fund-based Bank Facilities  LT/ST  90.00  CRISIL AA/Stable      30-07-19  CRISIL AA/Stable    --    --  -- 
Non Fund-based Bank Facilities  LT/ST  45.00  CRISIL A1+      30-07-19  CRISIL A1+  29-06-18  CRISIL A1+  28-07-17  CRISIL A1+  -- 
            06-06-19  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 26.29 CRISIL A1+ Bank Guarantee 26.29 CRISIL A1+
Cash Credit 90 CRISIL AA/Stable Cash Credit 90 CRISIL AA/Stable
Proposed Bank Guarantee 18.71 CRISIL A1+ Proposed Bank Guarantee 18.71 CRISIL A1+
Total 135 -- Total 135 --
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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