Prashant Panday, COO, Radio Mirchi
"The battle for listenership shares is increasing by the day. It’s becoming more of a struggle for existence for a struggle for existence. However, Mirchi has been fortunate to some extent – as it had a lead in terms of Mumbai launch – the most important market for FM players."
"The battle for listenership shares is increasing by the day. It’s becoming more of a struggle for existence for a struggle for existence. However, Mirchi has been fortunate to some extent – as it had a lead in terms of Mumbai launch – the most important market for FM players."The aim now is to keep the pace. Prashant Panday, Chief Operating Officer, Radio Mirchi believes that two important things at the moment are building the brand and building the category. In a conversation with Ritu Midha he talks of The present day scenario, future expectations, competition and research. Q. Are you looking at changing at the programming mix? We are very focussed. We don’t play any retro, ghazal or English programmes. We give our listeners 24X 7 contemporary Hindi. That’s how we have positioned ourselves. We were the first to occupy this position and we do not intend to change anything.
Q. In Mirchi’s case, can that be because of package deals with print… We sell independently and do not offer any package deal. Though we belong to Times Group – we are an independent company.
Q. Radio today seems to be a tough business to be in. What are the major hindrances in the growth of radio? I would not call it hindrance, but the biggest challenge for radio is to make the medium itself big. The Radar study in this respect, showed radio as a medium in good light, it shows that radio penetration is very high – 64%. It means in Mumbai there are 85 lac people who can access radio if they want to. There are 45 –50 lac daily listeners of radio. It also brought out the fact that a large number of TV viewers listen to radio.
We have to focus a lot more on developing the category. Last thing you want to happen is to have a large market share of revenue and listenership and category remains small. Lot of our marketing activity is focused on expanding the market.
In terms of hurdles… Definitely a fixed license fee regime is a hurdle. You cannot afford to be niche in programming. A couple of players did try to go niche and, to be honest, they are doing a good job. But the problem is if you are just covering 1% of listenership, how much do you expect the advertisers to pay? They pay you peanuts and you make 5 to 10 lac rupees a month. Many players have come back to Hindi. Mirchi was always there, City and Win have also moved to Hindi. Even Red is changing its Hindi mix. The only one who stayed back is Go.
Q. What do you think of the advertisers’ outlook towards radio? They look at it as a me too medium. A lot of education is required. The perception, no doubt, is there that radio is a frequency builder only and it is only a myth. In fact, in India radio is the only medium which gives both reach and frequency. Radio Mirchi gives you 45 lakhs wekly listeners as per Radar study. There is an average listernership of 45 minutes per day on the station. The rates are so reasonable that you can afford 10 or 15 spots a day and run the campaign for 15 days or three weeks at a fraction of the cost that you will incur in print or Television.
I think advertisers today are very keen at Radio. There are about more than 300 advertisers on Mirchi. Today it is fashionable to be on radio.
Now with Radar coming in with software tool available for calculating GRP and deliveries I think agencies will take radio optimistically.
Q. Excitement around FM radio already seems to be reducing. People seem to be going back to CDs and cassettes. I think cassettes, CDs are different from radio. You listen to radio when you want a certain random mix of music.
Q. About your new station to be launched in Chennai. Will it also focus on Hindi? Chennai strategy will be soon finalised. We will surely look at what the people want. Our intention is to be a mass player and not to be a small player. We will surely consider the fact that Tamil is popular in Chennai.
Q. So isn’t there a clutter there now, as far as listeners are concerned? Multiple players and all doing the same kind of product can’t happen in any product category. The industry has to figure out a way of handling that problem. A change in the programming by various stations is needed, and that can happen only if there are multiple stations, and they will come in only if license fee structure changes.
Q. The problem is that one ends up listening to the same random mix three times a day… Not really. While listening to cassette or stereo you listen to music of your choice. Worldwide it has been proven that radio does not eats in cassettes or CD’s sale. Radio actually builds in the sales of CD’s and cassettes.
As for the common and regular fare being aired on all the stations, to a large extent it is true. Nobody wants to experiment due to the fixed license fee. However, we have discovered that in households there is not too much multiple listenership. For example 44% or so of our listeners are exclusive Mirchi listeners. It is only 105-110 minutes of radio listernership every day in India at an average.
In TV, there is hardly six hours of original programming, but no one notices. You watch TV only in a certain time band and everybody who listens to radio has their own time band to listen to radio. Lot of people listen to it in the morning many people listen to it while they drive. Housewives listen to radio between 11 and 2, and college students tune in between 2 and 5. So they don’t overlap and feel the repeat.
Q. Some of the stations feel that people listening to their stations sometimes say they are listening to Mirchi because brand recall is very high for your station. Very nice! Every five minutes there is a brand name on every station. Actually these s believe that consumers are dumb. As they have no business, they are clutching to every straw that comes. Research indicates that total awareness for Mirchi is 75% and total awareness for Radio City is 55%! It is not that people are confused and City’s awareness is only 5%.
Advertisers do not get carried away by all these numbers. They do their own research, agencies conduct researches. There are close to 80% repeat advertisers on Radio Mirchi so that speaks for us. I rest my case.
Q. When do you see the industry attaining the break-even point? It will take years and I do not see that happening, to be very honest. Let me give you some numbers. Our estimate for Mumbai is that it is getting about two and a half crores in terms of revenue per month, which translates into around Rs 30 crores a year. Just the license fee is 50 crores. So it will take years. Even if that happens not every body will break-even. There will be a natural industry phenomenon, the first two guys make money, and the rest…
Q. On another front, how important is it for the radio s to have an emotional bonding with the local people? It is very important. We must know what the customer wants. To a great extent the industry has evolved and people have done a lot of research as to what the people want and understand the listening habit of the people. Bonding will naturally build in. We for instance do a lot of research in figuring out consumers’ music taste and moodscapes what the consumer moods are in different point of time. We also do lot of tie-ups and contests for the consumers.
Q. Does research happen only to gauge the numbers or also to gauge what audience want. Is it usually the case of same numbers getting picked by all the stations? That’s not true. Numbers in our are decided on the basis of AMP. And we also do a lot of consumer research to figure out the numbers to be aired. Music is chosen very scientifically. We have done a lot of research to segment Hindi film music in various sub-genres.
Q. Are you looking at playing these fragments at different parts of the day? Our mood-scape research helps us in figuring out what consumers want at different parts of the day. Our brand will remain the same day and night long. However, the song that will be playing at that point of time will suit the mood of that hour. For example Bindas Bol which plays from 2-5 is targeted at college kids. So the RJ is young and speaks students lingo and has songs that will attract them more.
Q. Do you think agencies need to relook and create ads specially for radio? When TV was launched most creative people used to think print. And they failed initially, but look at our TV advertising today. So I am not worried about radio advertising. We already have some fabulous creative work in this field and I think creative people are very excited by the new challenge.
Q. Which product categories, you think, will do well on radio? Radio is an electronic medium so what works for TV will work for radio also. FMCG, services, durables are strong on radio. The category, which should have come on radio in a big way but has not is retail. For retail radio is a boon. Retail could fuel the boom that radio requires.
Q. Lets talk about research now. The findings of the recent Diary Study by NFO are being talked about. What is your reaction to it? It is a laugh. I have never come across a research that is done only in A and B segments with minimum 40% owning cars. It is dream like TG. You know a radio company did a research just in Colaba because they were desperate to get the numbers. Incidentally, Radar study conducted by IMRB had some very different numbers if I am say so.
Q. Was Radar 2002 a syndicated study? It was an industry study. It is an independent study done by IMRB. Several players have bought it. Five to seven agencies have also bought it.
The ORG MARG survey to some extent can be called a syndicated study because they have spoken to radio players and probably advertisers. They started it in mid-December. It is a day after recall study.
Q. But there have been instances when the same song plays on all the stations when one moves from one to another? It can happen. It is like you buy five brands of salt and they all taste the same. There is one brand and there are whole lot of followers. Our research indicates that in radio space there is only one brand Mirchi and there is a whole pack of others who offer the same product.
Q. Do you expect shakeouts? Well, April-May will be critical, because next round of licenses would happen then. I do know that a lot of players are not making even ten lakhs a month, so they will have a problem. As they are all from media groups, radio share of business in their bouquet is pulling down the profits of other. How they all are big players and can easily afford to stay on the same media space, and I really hope that they do so.
Q. But aren’t radio stations looking at retail and focussing at it? There is very little retail advertising on radio. I don’t think anybody has succeeded but efforts have been made. It will take some time. We need experimentation. In Indore more than half of Mirchi revenue comes from retail. In Ahmedabad and Pune it is probably about 25 to 40% of the business. But in Mumbai it is at 10%.
We all are selling radio the way we sold TV. The trick is in understanding the guy’s problem and giving marketing solution to them and than latching on media to it and not the other way round.
Q. Isn’t IMRB working on a dairy study? Yes they are. Both the systems have their advantages and disadvantages. Diary system typically assumes the person to fill up the data as and when he/she has consumed and that usually does not happen. What usually happens is that they fill up the diary only when the collection day comes. And then people try to recall what happened through the entire and that is why more of failures come in the diary system. Abroad, for example in America, where diary method is most commonly used, every broadcaster knows which day are the collections done. And all marketing activities are focussed on building up listernership just the day before.
Countries like UK, USA and Australia are continuing with it because it has been used for the past many years. And there is 20 billion-dollar industry, which is consuming that diary data. Nobody wants to do away with it. The moment they go into any other method from diary there will be confusion. Even broadcasters don’t want it since their ratings may crash.
But it is not that diary is not good. It has its own advantages. it helps when you want to consider the impact of changes. Let’s say you were listening to Radio Mirchi two months earlier and now you have shifted to Red than I can try to track why an x person with a particular background has moved away from my station. It can be used for tracking changes. But for a more reliable listernership data ‘day after recall’ is a better system.
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TRAI releases Consultation Paper on reserve price for auction of FM radio channels
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6
The Telecom Regulatory Authority of India (TRAI) has released a Consultation Paper on "Reserve Price for auction of FM Radio channels".
The Ministry of Information and Broadcasting (MIB) sent a reference dated August 22, seeking recommendations of TRAI on reserve prices for 283 cities (260 new + 23 existing) under FM Phase-Ill Policy.
Accordingly, this Consultation Paper has been prepared to seek the comments and views of the stakeholders on issues related to estimation of the reserve prices for auction of FM Radio channels.
As part of the consultative process, the Consultation Paper has been uploaded on the TRAI website.
The regulatory body has asked for written comments on the consultation paper from the stakeholders by November 6. Counter-comments, if any, may be submitted by November 13, the paper said.
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ShareRadio Mango Nerolac ‘Pulikkali’ celebrates the essence of Onam
Radio Mango in association with Nerolac Healthy Home Paints flags off an Onam folklore-themed roadshow in Kerala
Radio Mango in association with Nerolac Healthy Home Paints launched ‘Pulikkali’, an Onam folklore-themed state-wide roadshow that resonates with the ideology of unity among all people, regardless of their caste, colour or religion.
The road show brings to life the most vibrant and eye-catching ritual of Onam, the Pulikkali (Tiger Dance). The campaign also fondly recalls the popular Onam folk song ‘Maveli Naadu Vaneedum Kaalam, Manushar Ellaarum Onnu Poley.’
It is designed around the ancient folklore of the golden reign of King Mahabali when there was no discrimination on the basis of caste or class and there was neither crime, nor corruption.
The dynamic crew of entertainers, dressed as Pulis (Tigers) accompanied by Chenda Melam (traditional percussion) artists will travel across Kerala for 15 days as part of the campaign to emphasise the fact that no matter what, we all are one and whatever the colour, we must unite to make this Onam colourful.
The flag off to the ‘Pulikkali’ roadshow was conducted in Kochi by Malayalam actor Saiju Kurup in the presence of Ravindran Nair, Programme Director, Radio Mango, and Rajesh C., Kerala Regional Sales Manager, Nerolac Healthy Home Paints, at Malayala Manorama’s Panampilly Nagar office.
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PM Modi lauds Fever FM’s #PlasticSeBreakUp initiative
In a tweet, the Prime Minister congratulated Fever FM for its innovative campaign to ensure reduced usage of single-use plastic
As part of the Fever Voice of Change CSR initiative, Fever FM launched the ‘#PlasticSeBreakUp’ campaign to make India free from single-use plastic.
Drawing inspiration from Prime Minister Narendra Modi’s message this Independence Day, the initiative urges all shopkeepers to do away with single use plastic bags.
PM Modi too tweeted in support of Fever FM’s Bharat Positive initiative. He said ‘I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission.’
I congratulate Fever FM for their innovative campaign to ensure reduced usage of single use plastic. I urge shopkeepers to take part in this campaign with vigour. Such efforts will add valuable momentum to the Swachh Bharat Mission! @FeverFMOfficial
— Narendra Modi (@narendramodi) September 12, 2019
Talking about the initiative, Harshad Jain, CEO – Radio and Entertainment, HT Media Ltd and Next Mediaworks Ltd., said, “We are extremely grateful to our honourable Prime Minister for his encouragement and appreciation of our latest Bharat Positive campaign, and assure him of our unending support. This encouragement gives us motivation to continue our work with greater zeal to bring about a positive change in the country. We are committed, with our latest campaign against single use plastic, to drive the citizens towards a plastic free India. Bharat Positive is a Fever Voice of Change (FVOC) initiative, the biggest CSR in the history or radio.”
Gautam Gambhir, cricketer, MP and face of Bharat Positive initiative, said, “Credit to team Fever and the listeners of the radio station. PM sir noticing the campaign is no mean feat, it just gives a shot in the arm. Of course when Mr Modi talks, the world listens. There’s substance in his thoughts and him putting the weight behind ‘Plastic Se Breakup’ campaign will only galvanise the whole movement. The fact that his following cuts across age groups is another huge plus. Through PM’s support, the youth, the mid-aged and the elderly, everyone will know about this campaign.”
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RED FM's ‘Pride Ki Side’ campaign highlights LGBTQIA + issues
To celebrate the first anniversary of repealing of Section 377, the initiative will provide a platform to share stories and highlight challenges faced by the community
93.5 RED FM has launched a brand-new initiative – ‘Pride Ki Side’ to celebrate the first anniversary of repealing of Section 377. The initiative will provide a platform to share stories and highlight the various challenges faced by LGBTQIA+. The concept of this campaign majorly aims at educating the masses about the pride community.
RED FM has joined hands with Naz Foundation and Breaking Barriers – a project by students of Tagore International School, Vasant Vihar, Delhi, to sensitise the society at the grass root level.
RED FM is targeting the children at a young age so that they become compassionate and kinder towards LGBTQIA+ children.
To support this belief, various workshops are being conducted in schools to provide a safe and respectful learning environment for everyone. Trained and certified counsellors accompanied by RED FM’s team and RJs are conducting the workshops.
Speaking about this campaign, Nisha Narayanan, COO and Director, RED FM and Magic FM, said, “Looking at the status of LGBTQIA+ community in India, it is high-time we start educating the people about them. Everyone should have the right to openly appreciate and practice who they are and love who they want. At RED FM, we believe in supporting this movement through our humble initiative ‘Pride Ki Side’. We want to raise awareness in the public about the challenges faced by them. We hope more people will come forward, share stories and help empower each other. Our vision is to create an inclusive environment and encourage our audience to adopt a progressive and compassionate outlook towards the LGBTQIA+ community.”
Commenting on the association, Anjali Gopalan, Founder and Executive Director, The Naz Foundation Trust said, “I am so happy that RED FM has taken this step to highlight LGBTQIA + issues. The Naz Foundation (India) Trust is proud to be part of this journey.”
To ensure maximum outreach, RED FM has also introduced a daily special morning show on their radio channel with a counsellor. This engaging and interactive format of the show will address queries and problems of the community who face bullying, hatred and discrimination at institutes or workplace.
Besides this, RED FM has also invited a well-known LGBTQIA+ influencer at their studio who will share stories of courage in dealing with cyber trolls, verbal harassment, and how they moved-ahead and dealt with such situations.
The campaign, which began September 4, runs till September 13.
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Dia Mirza supports BIG FM’s green Ganesha initiative
To spread awareness about using eco-friendly Ganesha idols, BIG FM held a two-week-long contest and 15 winners were felicitated with a Tree Ganesha by Mirza
For the 12 th year in a row, BIG FM has brought to light the importance of celebrating festivities in an eco-friendly way through Ramky’s BIG Green Ganesha.
The initiative promotes the use of eco-friendly Ganesha idols and its celebration with minimum environmental damage. RJ Rani, the face of Ramky’s BIG Green Ganesha initiative, hosted the event, which was graced by actress Dia Mirza, Sujiv Nair from Ramky Enviro Engineers Ltd and Ram Kharpuriya, Director - Greenland Farms.
15 lucky contest-winning listeners were felicitated with a Tree Ganesha by Mirza, at the BIG FM office.
To spread awareness about using eco-friendly Ganesh idols, a two-week-long contest was held and it resulted in widespread response from listeners across Mumbai. BIG FM Mumbai associated with Tree Ganesha as they create eco-friendly idols which are made of natural soil and also melts completely after immersion in water bodies as compared to non-biodegradable options that create pollution.
Commenting on the initiative, a BIG FM spokesperson stated, “BIG FM has always tried to bring about a positive change in society. BIG Green Ganesha has been our on-going initiative for the past twelve years which is amplified through on-air and digital channels. We at BIG FM believe in ‘Change starts with you’ and through this campaign tried to raise awareness on the environment pollution created with non-biodegradable idols. The campaign has been very successful till date and we are happy and proud that we as a medium can offer our listeners entertainment with purpose.”
Nair, Chief Human Resources Officer of Ramky Enviro Engineers Ltd, commented, “The Green Ganesha initiative is our contribution to the environment. Being in the space where we closely experience the hazards that affect the environment, we are trying to make Green Ganesha an awareness campaign and save the environment from the use of harmful products. Through this we urge the people to acknowledge an environment-friendly celebration by adopting the use of eco-friendly products.”
Mirza added, “I am very happy to be here. Moreover, I am extremely grateful to BIG FM for this campaign that has been raising awareness over the last 12 years. For the past few years, I have been associating with beach clean ups post the Ganpati Visarjan and it’s very disheartening to see the remains of the idols washed back ashore. Three years ago, Dattadri (Kothur of Tree Ganesha) and I made one of these tree Ganeshas together and it was a beautiful feeling. The happiness you feel while doing something for the better good just elates you to a whole new level. I urge more people to opt for eco friendlier methods, for not just their Ganpati celebrations, but in their day-to-day activities as well.”
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Radio Adex: Ad volume sees 8% decrease in indexed growth in Q2 2019
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019
The recent Radio Adex report for ad volumes in the medium for the first and second quarter of 2019 shows 8 per cent decrease in indexed growth.
In the first quarter (Jan-March), the service sector had 31 per cent share which came down to 26 per cent in the second quarter (April-June). The retail sector saw increased share in the second quarter. From 8 per cent in the first quarter, the ad volumes from the retail sector increased to 11 per cent. This was the time when IPL, General Elections and World Cup were ruling the roost.
Interestingly, Banking/Finance/Investment sector which was one of the top advertising categories in the first quarter with 12 per cent share, doesn’t find a place in the top five super categories in the second quarter. Education makes an entry in the top five list for Q2 with 10 per cent share. Auto jumped from 8 per cent to 10 per cent, while food beverages declined from 10 per cent to 9 per cent.
If we consider the ad volume in Radio for the first half of 2019 vs the first half of 2018, the indexed growth saw a decline by 9 per cent. Services continue to take the maximum share. In 2018, it was 30 per cent share while in 2019, it is 29 per cent share. Retail, Food & Beverages, Banking, Finance and Investment saw similar shares this year as was in 2018. Auto moved from 8 per cent in 2018 to 9 per cent this year.
Paytm.com continues to be the top brand to advertise in the services sector in the first half of both 2018 and 2019. Google Pay takes the next spot this year as compared to Amazon.in in 2018. Google, Cars24, Yahoo Cricket were the other brands which were a part of the top 5 brands in the first half of 2018. This year, Cars24 remained constant while there has been an addition of Hotstar and Phonepe in the list.
In the retail sector, except for Home Centre (Koz), all the brands that advertised on Radio in the first half of 2018 are missing from the top 5 brands list of 2019. While last year there were Great Eastern Trading, Central (Pantaloons), Max Retail, and South India Shopping Mall, in 2019, they are replaced by Alishan, Reliance Trends, The Chennai Silks and Lifestyle. In the Food and Beverages category, the Pan Masala brands continue to make a mark.
The cars category has jumped from 5 per cent to 7 per cent shares on radio, when compared to the first half of 2018 vs the first half of 2019. Properties/Real Estates have the maximum share of 8 per cent in 2019 compared to 9 per cent in 2018.
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FM Tadka goes for makeover with ‘Apni Suno’ campaign
Apart from the new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change
Three months ago, management at the Patrika group decided to go for a makeover of FM Tadka. And just two weeks back, the revamp exercise reached a climax at film studios in Jaipur with RJs all across the country practicing steps for the new jingle video having both an aspirational and inspirational feel to it.
The radio network, spanning six states and 18 cities, started its teaser campaign on August 1 with a mascot named Mr. Mannki who ignited people's minds on the new message hidden in its pose which became quite a hit amongst listeners.
The campaign garnered praise from celebrities across the spectrum. Singers Sukhwinder Singh, Hariharan, Tochi Raina, Aastha Gill, and Hindi film industry stars like Tusshar Kapoor, Mallika Shehrawat, Urvashi Rautela, Sonali Kulkarni, director Nitish Tiwari, Super 30 founder Anand Kumar, comedians Shekhar Suman, Sunil Pal, Raju Shrivastav and sports stars appreciated the concept when it was shared with them during their visits to FM Tadka. The campaign, Apni Suno, talks about making a transformation in life.
“As a country, we have always followed Gandhi ji’s three monkeys, but now the fourth monkey Mr Mannki came with a message- to bring a positive change in your life and to the destiny of the country- Apni Suno. This network philosophy was aptly revealed on Independence Day,” the network said in a statement.
“From students as environment crusaders, young innovators to reality stars from smaller cities- there are many examples of people listening to themselves and carving a new life for themselves. It is this clarion call that FM Tadka is bringing to its listeners and propagating through roadshows, cinema, mall tie ups and artists across the country,” the statement read.
Gaurav S Karrir, the National Programming Head, further reveals, “The prospect of a product change around was quite exciting. We took innovative ways like making Mr Mannki our mascot, mask inserts in newspapers, celeb led Apni Suno life changing stories and using Patrika power in digital, outdoor, print and tv to make people notice the new message of Apni Suno”.
Saurabh Bhandari, National Head Marketing, Patrika Group, who has seen the radio product evolve over the years, applauded team Tadka and shared his vision, saying, “We at Patrika Group always believe to bring change in people’s life. Our endeavour FM Tadka's ‘apni suno’ positioning is yet another step in same direction, there has been a deep study and long research behind this, we are confident listeners and our trade partners will continue their love n support to FM Tadka.”
Apart from a new positioning statement, FM Tadka also sports a new logo indicating dialogue within for a positive change. Shades of blue pointing at freedom of expression. The core TG now is 16-30 with music starting from 2008 and the playlist focused on melody. FM Tadka's flagship Jaipur station now has a new team of RJs making the entire station live with focus on social impact plus technology and sports segments.
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