Media Radio News
When it comes to engaging listeners FM radio knows it best, be it a local event or a mega celebration, and this festive season for FM radio means a combination of huge opportunities in terms of business and programming. As per industry estimates, overall ad expenditure rose from 3 per cent in 2007-08 to 4 per cent in 2008-09.
Beating the general slowdown trends, Big FM claims to be seeing a good year in 2009. The priority for 2010 is to get more number of clients to use this medium and in a manner that would highly benefit them. In conversation with exchange4media, Arjun Singgh Baran, Regional Director – West, Big FM, shares the FM station’s growth plans and strategies to retain its client base.
Buoyed by the PwC Indian Entertainment and Media Outlook 2009 that states that the Indian radio industry had grown at a CAGR of 36.4 per cent over the last four years, the FM industry is quite upbeat. exchange4media caught up with Uday Chawla, General Secretary, AROI, to know his views on the FM Phase III rollout the road ahead.
According to the 11-week trend of the RAM data (week 28 to week 28) for SEC ABC, Radio Mirchi continues to lead the Delhi FM market, followed by Fever FM and AIR FM2 Gold, who together enjoy massive lead over the clutter of other FM stations in the fourth and fifth slots.
With 57 community radio stations in the country so far, and counting, this medium is seen as addressing small communities and meeting an individual’s day-to-day concerns and local needs in a significant way. exchange4media speaks with some industry experts on the scope and the road ahead for growth of community radio in India.
The 24-week trend in the Mumbai market, as per RAM data, shows Radio Mirchi maintaining its leadership position, with Red FM coming a distant second. However, the third slot sees a tough fight amongst Fever FM, Radio City, Big FM and AIR FM2 Gold.
The Kolkata FM radio space has been seeing the same set of trends for more than a year now, and the story is no different for the 37-week trend as per RAM data. Radio Mirchi continues to lead in the Kolkata market, followed by Big FM, Friends FM and Aamar FM, who are comfortably placed at number two, three and four slots, respectively, in the ratings.
“The future should also see opening up of more channels in Phase III. With the coming of more and more licenses, we are expecting a lot of new players to come on board. The expected regulatory reforms that are likely to improve profitability and stimulate foreign investments should also give the industry a much needed fillip. News in the coming times will be seen as stream of revenue,” says Neeraj Chaturvedi, National Marketing & Promotions Head, Fever FM.
With the FM Phase III rollout expected soon, industry expectations are high, particularly regarding permission to air news and multiple frequencies, which are seen to help the FM radio industry to further consolidate and grow. exchange4media finds out from industry honchos how news from multiple sources and multiple frequencies can help the industry.
FM radio has become more interactive now. Earlier, there were a lot of recorded programmes with a certain concepts like the ‘Cibaca Geetmala’… However, now radio has become more of a companion, and with the launch of mobile phones with FM feature, people are beginning to use it as a personal medium. Radio has become a platform for listeners to become involved through increased interactivity; today programming is all about capturing the city vibe.
Radio Indigo, the FM venture of Jupiter Capital Venture, is planning to expand its brand presence. The radio station, which is known for playing contemporary international music, is currently present in Bangalore and Goa. The FM player is now seeking to take the radio experience on ground with its Radio Indigo destination.
Big FM, the radio initiative from Adlabs Films Ltd, has announced the launch of its new music positioning – ‘Chillax Hits’ – in Mumbai and Delhi. The FM player will be rolling out a 360 degree campaign in the next two weeks to support this initiative and has earmarked a marketing budget of over Rs 1 crore.
As per RAM date, the 21-week in the Bangalore market from week 15 to week 35 sees Big FM maintaining its leadership position with a comfortable lead for at least the past six weeks. Meanwhile, Radio Mirchi and Fever FM are in close fight for the second spot.
Radio Misty now dons a new look and sound in Sikkim. The changes were made based on the feedbacks received from the listeners. Radio Misty has also launched a 360 degree campaign to create buzz around the revamp and has earmarked Rs 7 lakh for this. The Fm player is now also eyeing expansion in the North East and West Bengal.
Radio Mirchi has for long been seen as unbeatable in Delhi, leaving the rest of the FM players at a considerable distance behind. However, Fever FM has been gaining ground since the beginning of 2009 with its aggressive marketing and music line-up, especially since the findings from its Delhi Radio Survey in 2008.
Radio Choklate, the FM radio venture from the house of Sambad Group in Orissa, claims to have become a self sufficient FM station after just two and a half years of its launch in 2007. One of the reasons for this is that Radio Choklate has managed to rope in a large number of local advertisers as 70 per cent of its advertising revenues come from them.
Radio Mirchi has been introducing more variety in its music line-up across its stations. This initiative which began with Mumbai, culminated with the launch of two new shows on September 1 – ‘90 not out’ and ‘Retro Deewane’ – on Radio Mirchi Delhi. Tapas Sen, Chief Programming Officer, Radio Mirchi, shares more on this initiative.
The 19-week trend from week 15 to week 33, as per RAM data for the Mumbai market, all people 12 years and above and all places of listening, shows Radio Mirchi in the top spot, way ahead of its nearest rival Red FM. Also vying for the second slot in a close fight are Big FM, Radio City, Fever FM and Air FM2 Gold.
Three years since its launch in May 2006, My FM has announced that it has achieved break-even for the period of April-July 2009. The FM station from the Bhaskar Group has reported a gross turnover of Rs 13.39 crore in this period.
The 17-week trend (week 15 to week 31) of RAM data for day part 7 am to 11 am for the Bangalore market shows Big FM to be the most popular FM station, at least in weeks 30 and 31. However, Radio Mirchi and Fever FM have also emerged as strong competitions for the top slot in morning listenership.
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