Rating Rationale
July 30, 2019 | Mumbai
Music Broadcast Limited
Rated amount enhanced 
 
Rating Action
Total Bank Loan Facilities Rated Rs.135 Crore (Enhanced from Rs.35 Crore)
Long Term Rating CRISIL AA/Stable (Assigned)
Short Term Rating CRISIL A1+ (Reaffirmed)
 
Rs.150 Crore Non Convertible Debentures CRISIL AA/Stable (Withdrawn)
Rs.50 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 assigned its 'CRISIL AA/Stable' rating to the long term bank facilities of Music Broadcast Limited (MBL) while reafirmed its 'CRISIL AA/Stable/CRISIL A1+' ratings on the non convertible debentures (NCD) and short term bank facility.

The reaffirmation factors in MBL's recent announcement of intent to acquire Reliance Broadcast Network Ltd (RBNL) for an enterprise value of Rs 1,050 crore. Initially, MBL would acquire a 24% stake in RBNL by way of preferential allotment of shares for a consideration of Rs 202 crore. MBL had cash and liquid investments of Rs 253 crore as of March 2019 which will be utilized to fund this acquisition of 24% stake. Upon receipt of the necessary regulatory approvals, MBL would pay Rs 348 crore to the shareholders of RBNL to acquire remaining stake in RBNL. Furthermore, RBNL's existing debt of around Rs 1300 crore will be reduced to Rs 500 crore through conversion of promoter loans of around Rs 600 crore into equity as well as from the proceeds of the first leg of the transaction. Therefore, the remaining Rs 500 crore of debt will be subsumed by MBL as part of the transaction.

RBNL currently operates 58 radio stations under the Big FM brand. Post-acquisition, RBNL will surrender 18 stations due to regulatory restriction around holding multiple frequencies. MBL's market position will strengthen with 79 operational radio stations; having presence across 69 cities along with dual frequencies in 10 cities including major and large cities. The 40 stations proposed to be acquired as part of the transaction had a revenue of Rs 256 crore and an operating profit of Rs 85 crore during fiscal 2019. Accruals are expected to benefit further from revenue and cost synergies.

The transaction is, however, expected to weaken MBL's financial risk profile due to significant increase in debt as around Rs 500 crore debt will be subsumed by MBL as part of the transaction. CRISIL has factored in financial support from MBL's parent, Jagran Prakashan Ltd (JPL; rated 'CRISIL AA+/Stable/CRISIL A1+'), which should help sustain the credit risk profile.

The ratings continue to reflect MBL's established managerial, operational, and financial linkages with the parent and strong market position in the radio industry. These strengths are partially offset by susceptibility to intense competition and economic activity in the FM radio broadcasting industry.

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
* Established linkages with JPL
MBL is strategically important to 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 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 by a debt service reserve account to the extent of six months of debt obligation. CRISIL believes that JPL may utilize its strong liquidity of above Rs 340 crore at March 2019 to extend financial support to MBL for the acquisition of RBNL. JPL management's extensive experience in the media and entertainment business will continue to strengthen the business risk profile over the medium term.
 
* Strong market position in the radio business
MBL has a healthy portfolio of 39 radio stations, built through organic and inorganic expansion over fiscal 2016 - 2017. Leveraging the established brand of Radio City, company has seen healthy revenue growth of 9% in fiscal 2019 despite industry headwinds. The 11 stations acquired during the phase III auctions have started contributing modest operating profits.
 
Furthermore, with the proposed acquisition of RBNL's 40 stations operated under the Big FM brand, MBL will be able to significantly improve upon its market position. MBL will get access to 10 dual frequencies across metros and large cities viz. Delhi, Mumbai, Chennai, Bengaluru, Hyderabad, Pune, Nagpur, Surat, Lucknow and Kanpur. The deal will take MBL's presence to 69 cities which account for around 82% of the FM population in India.
 
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 9% year-on-year growth in revenue in fiscal 2019.
 
Operating margin of radio operators remain vulnerable to economic downturns as advertisement revenue is linked to economic conditions.
Liquidity

Current liquidity is strong with cash and liquid investments of Rs 253 crore as on March 31, 2019. Total debt was Rs 74 crore. Net cash accrual - expected at Rs 85-95 crore in fiscal 2020 should be sufficient to cover debt repayment obligation of Rs 50 crore. Capex is expected to remain moderate. The payment of Rs 202 crore towards acquisition of 24% stake in RBNL can be met through the available liquidity while for the final payment of Rs 348 crore MBL will have to rely upon external funds or financial support from JPL. 

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
* Change in JPL's credit rating

Downside scenario
* Change in JPL's stated stance of support
* Large, debt-funded capital expenditure or acquisition, leading to weak capital structure.

About the Company

MBL is the first private FM radio broadcaster in India 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 2016. The company now has presence in 39 cities across India. The company also operates 18 web based stations.

With the proposed acquisition of 40 stations from RBNL, MBL will have presence in 69 cities in India with dual frequency in 10 cities including all major metros.

Key Financial Indicators (Music Broadcast Ltd)
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

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
INE919I07039 Debentures 4-Mar-2015 9.70 % 4-Mar-2020 50 CRISIL AA/Stable
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 - Rating History for last 3 Years
  Current 2019 (History) 2018  2017  2016  Start of 2016
Instrument Type Outstanding Amount Rating Date Rating Date Rating Date Rating Date Rating Rating
Non Convertible Debentures  LT  50.00
29-07-19 
CRISIL AA/Stable  06-06-19  CRISIL AA/Stable  29-06-18  CRISIL AA/Stable  28-07-17  CRISIL AA/Stable  22-12-16  CRISIL AA/Stable  CRISIL AA/Stable 
                14-07-17  CRISIL AA/Stable       
Fund-based Bank Facilities  LT/ST  90.00  CRISIL AA/Stable    --    --    --    --  -- 
Non Fund-based Bank Facilities  LT/ST  45.00  CRISIL A1+  06-06-19  CRISIL A1+  29-06-18  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 26.29 CRISIL A1+ Bank Guarantee 26.25 CRISIL A1+
Cash Credit 90 CRISIL AA/Stable Proposed Bank Guarantee 8.75 CRISIL A1+
Proposed Bank Guarantee 18.71 CRISIL A1+ -- 0 --
Total 135 -- 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

For further information contact:
Media Relations
Analytical Contacts
Customer Service Helpdesk
Saman Khan
Media Relations
CRISIL Limited
D: +91 22 3342 3895
B: +91 22 3342 3000
saman.khan@crisil.com

Naireen Ahmed
Media Relations
CRISIL Limited
D: +91 22 3342 1818
B: +91 22 3342 3000
naireen.ahmed@crisil.com

Vinay Rajani
Media Relations
CRISIL Limited
D: +91 22 3342 1835
M: +91 91 676 42913
B: +91 22 3342 3000
vinay.rajani@ext-crisil.com

Sachin Gupta
Senior Director - CRISIL Ratings
CRISIL Limited
D:+91 22 3342 3023
Sachin.Gupta@crisil.com


Nitesh Jain
Director - CRISIL Ratings
CRISIL Limited
D:+91 22 3342 3329
nitesh.jain@crisil.com


Shubham Aggarwal
Rating Analyst - CRISIL Ratings
CRISIL Limited
D:+91 124 672 2149
Shubham.Aggarwal@crisil.com
Timings: 10.00 am to 7.00 pm
Toll free Number:1800 267 1301

For a copy of Rationales / Rating Reports:
CRISILratingdesk@crisil.com
 
For Analytical queries:
ratingsinvestordesk@crisil.com


 

Note for Media:
This rating rationale is transmitted to you for the sole purpose of dissemination through your newspaper / magazine / agency. The rating rationale may be used by you in full or in part without changing the meaning or context thereof but with due credit to CRISIL. However, CRISIL alone has the sole right of distribution (whether directly or indirectly) of its rationales for consideration or otherwise through any media including websites, portals etc.


About CRISIL Limited

CRISIL is a leading agile and innovative, global analytics company driven by its mission of making markets function better. We are India’s foremost provider of ratings, data, research, analytics and solutions. A strong track record of growth, culture of innovation and global footprint sets us apart. We have delivered independent opinions, actionable insights, and efficient solutions to over 1,00,000 customers.
 
We are majority owned by S&P Global Inc., a leading provider of transparent and independent ratings, benchmarks, analytics and data to the capital and commodity markets worldwide.
 
For more information, visit www.crisil.com 


Connect with us: TWITTER | LINKEDIN | YOUTUBE | FACEBOOK

About CRISIL Ratings
CRISIL Ratings is part of CRISIL Limited (“CRISIL”). We pioneered the concept of credit rating in India in 1987. CRISIL is registered in India as a credit rating agency with the Securities and Exchange Board of India (“SEBI”). With a tradition of independence, analytical rigour and innovation, CRISIL sets the standards in the credit rating business. We rate the entire range of debt instruments, such as, bank loans, certificates of deposit, commercial paper, non-convertible / convertible / partially convertible bonds and debentures, perpetual bonds, bank hybrid capital instruments, asset-backed and mortgage-backed securities, partial guarantees and other structured debt instruments. We have rated over 24,500 large and mid-scale corporates and financial institutions. CRISIL has also instituted several innovations in India in the rating business, including rating municipal bonds, partially guaranteed instruments and microfinance institutions. We also pioneered a globally unique rating service for Micro, Small and Medium Enterprises (MSMEs) and significantly extended the accessibility to rating services to a wider market. Over 1,10,000 MSMEs have been rated by us.


CRISIL PRIVACY
 
CRISIL respects your privacy. We may use your contact information, such as your name, address, and email id to fulfil your request and service your account and to provide you with additional information from CRISIL.For further information on CRISIL’s privacy policy please visit www.crisil.com.


DISCLAIMER

This disclaimer forms part of and applies to each credit rating report and/or credit rating rationale that we provide (each a “Report”). For the avoidance of doubt, the term “Report” includes the information, ratings and other content forming part of the Report. The Report is intended for the jurisdiction of India only. This Report does not constitute an offer of services. Without limiting the generality of the foregoing, nothing in the Report is to be construed as CRISIL providing or intending to provide any services in jurisdictions where CRISIL does not have the necessary licenses and/or registration to carry out its business activities referred to above. Access or use of this Report does not create a client relationship between CRISIL and the user.

We are not aware that any user intends to rely on the Report or of the manner in which a user intends to use the Report. In preparing our Report we have not taken into consideration the objectives or particular needs of any particular user. It is made abundantly clear that the Report is not intended to and does not constitute an investment advice. The Report is not an offer to sell or an offer to purchase or subscribe for any investment in any securities, instruments, facilities or solicitation of any kind or otherwise enter into any deal or transaction with the entity to which the Report pertains. The Report should not be the sole or primary basis for any investment decision within the meaning of any law or regulation (including the laws and regulations applicable in the US).

Ratings from CRISIL Rating are statements of opinion as of the date they are expressed and not statements of fact or recommendations to purchase, hold, or sell any securities / instruments or to make any investment decisions. Any opinions expressed here are in good faith, are subject to change without notice, and are only current as of the stated date of their issue. CRISIL assumes no obligation to update its opinions following publication in any form or format although CRISIL may disseminate its opinions and analysis. CRISIL rating contained in the Report is not a substitute for the skill, judgment and experience of the user, its management, employees, advisors and/or clients when making investment or other business decisions. The recipients of the Report should rely on their own judgment and take their own professional advice before acting on the Report in any way.CRISIL or its associates may have other commercial transactions with the company/entity.

Neither CRISIL nor its affiliates, third party providers, as well as their directors, officers, shareholders, employees or agents (collectively, “CRISIL Parties”) guarantee the accuracy, completeness or adequacy of the Report, and no CRISIL Party shall have any liability for any errors, omissions, or interruptions therein, regardless of the cause, or for the results obtained from the use of any part of the Report. EACH CRISIL PARTY DISCLAIMS ANY AND ALL EXPRESS OR IMPLIED WARRANTIES, INCLUDING, BUT NOT LIMITED TO, ANY WARRANTIES OF MERCHANTABILITY, SUITABILITY OR FITNESS FOR A PARTICULAR PURPOSE OR USE. In no event shall any CRISIL Party be liable to any party for any direct, indirect, incidental, exemplary, compensatory, punitive, special or consequential damages, costs, expenses, legal fees, or losses (including, without limitation, lost income or lost profits and opportunity costs) in connection with any use of any part of the Report even if advised of the possibility of such damages.

CRISIL Ratings may receive compensation for its ratings and certain credit-related analyses, normally from issuers or underwriters of the instruments, facilities, securities or from obligors. CRISIL’s public ratings and analysis as are required to be disclosed under the regulations of the Securities and Exchange Board of India (and other applicable regulations, if any) are made available on its web sites, www.crisil.com (free of charge). Reports with more detail and additional information may be available for subscription at a fee – more details about CRISIL ratings are available here: www.crisilratings.com.

CRISIL and its affiliates do not act as a fiduciary. While CRISIL has obtained information from sources it believes to be reliable, CRISIL does not perform an audit and undertakes no duty of due diligence or independent verification of any information it receives and / or relies in its Reports. CRISIL keeps certain activities of its business units separate from each other in order to preserve the independence and objectivity of the respective activity. As a result, certain business units of CRISIL may have information that is not available to other CRISIL business units. CRISIL has established policies and procedures to maintain the confidentiality of certain non-public information received in connection with each analytical process. CRISIL has in place a ratings code of conduct and policies for analytical firewalls and for managing conflict of interest. For details please refer to: https://www.crisil.com/en/home/our-businesses/ratings/regulatory-disclosures/highlighted-policies.html

CRISIL’s rating criteria are generally available without charge to the public on the CRISIL public web site, www.crisil.com. For latest rating information on any instrument of any company rated by CRISIL you may contact CRISIL RATING DESK at CRISILratingdesk@crisil.com, or at (0091) 1800 267 1301.

This Report should not be reproduced or redistributed to any other person or in any form without a prior written consent of CRISIL.

All rights reserved @ CRISIL