Romen Sood, Station Director, Radio Mirchi ,Kolkata
“We are expecting a listenership of more than 100 minutes in Kolkata.”
“We are expecting a listenership of more than 100 minutes in Kolkata.”Romen Sood, Station Manager, Radio Mirchi, Kolkata has years of experience in the communication arena. Having worked for ITC, Clarion and Mudra, Mumbai, Sood’s career includes stints on both the client and the advertising side. In this session, Rina Mukherji from our Kolkata bureau met Romen Sood to understand the Kolkata market and therefore the potential of Radio FM advertising in the city. Sood during his interaction also delves into the psyche of an average Kolkatan to arrive at the best programming mix for his radio station. Probably it’s his long years in the advertising business that urges him to treat Radio Mirchi as a “brand” and hence, to think of its positioning accordingly.
Q. Prior to launching Radio Mirchi here, you said, “We are expecting a listenership of more than 100 minutes in Kolkata.” How do you expect to achieve that? In the cities where we launched our station, we found that the general TSL (Time Spent Listening) for daily listeners of radio following the launch of private radio stations was above 100 minutes. Our post-launch household listenership research in Kolkata indicates a TSL of 114 minutes. So what we had anticipated has happened.
Q. Studies have shown that unlike many other countries 72 % of listenership is at home, with only 3 % in cars. Do you think proliferation of FM stations can effect a change there? The comparison that you allude to is with western countries where in- car listenership is higher than in India due to a) much higher density of cars per capita and b) longer driving durations.
In India our car tracks have shown that a very healthy 60% + of car –based listening to FM. However the miniscule proportion of cars as a percentage of the overall populations in our cities is the reason for low in- car listening in India. But though small, in- car listenership reflects on the affluent segment of the population that is again very important for a number of brands.
There will certainly be an increase in car listenership over time but the overall impact is likely to be small given the constraints.
Q. In spite of so many radio stations, the general feeling among listeners is, ‘If you have heard one, you have heard them all.’ In fact, a Madison Media study had found that most could not even identify stations at all. Whereas all private stations in Kolkata follow a music format, Mirchi has managed to create a distinct identity for itself.
Our pre- launch research and knowledge of the Kolkata market (through Times FM) had clearly indicated that to appeal across SECs and age categories the spoken language had to be Bangla. The music preferences, on the other hand, were clearly in favor of contemporary and retro Hindi. Hence, we went in for a largely Hindi play list (with some select Bangla numbers) with Bangla used by RJs and in interviews/ promos.
Also recognizing the great appeal for retro in Kolkata (which is higher than in other cities) we opted for a large retro play list, as also separate and appropriate time bands.
This clearly differentiates us from competing stations, which are either pure Bangla, (music and talk) or largely Hindi/Hinglish.
Our content is very heavily Kolkata- centric and we have on air ‘Go Go Ganguly’, ‘Mr Hot Crackpot’,’ Ding Dong’, special shows like ‘Oof Mrs Sen’ which are widely recognizable in Kolkata and enjoy mass appeal. These are all a result of constant and sustained effort at programming innovations. Additionally, the focus on Bollywood (which again is unique to Mirchi) is maintained through star interviews (far more than any other station), Bollywood gameshows, trivia and movie information.
Radio Mirchi maintains an extensive ground presence and interaction with listeners through events and promotions (consumer fairs, music events, food fairs etc) or through association with major relevant events important to Kolkatans such as ground floats and extensive on air focus for Pujas, and official radio sponsorship of the Kolkata Book Fair). These have given us a clear competitive edge. To a Kolkata listener Mirchi has a unique sound and is perceived as a ‘brand’ rather than parity ‘product’. This I believe is the key reason why Mirchi is the preferred station for Kolkatans.
Q. The total ad spend on radio advertising in India is a measly 1.5 per cent, as compared to 5-15 per cent in countries abroad. In spite of projections of radio ad spend growing to 7-8 per cent in the next decade, one cannot discount the growing penetration of television in rural and urban households in this context. Your comments please. The low ad spend on radio as a percentage of overall ad spends is a matter of some concern. However we believe that the category will certainly grow in the coming years with more radio stations coming up in existing and new cities. As competition increases it will only help expand the category in terms of listenership and revenue.
As media, television and radio provide different opportunities for communication solutions to advertisers. Radio is far more local, immediate and interactive than other media and has a large listenership across the day. Therefore, there are several utilities such as the traffic beat or stock updates on Mirchi, which are not possible or cannot provide as many GRPs to clients through mainstream TV channels.
TV and radio also do not really compete for listener/viewer time. This is the global experience and validated over more than 2.5 years in India. Which is why globally TV and Radio have grown independently of each other and radio commands a 7-8% of advertising revenue in mature radio markets.
Q. The focus, one finds is always on safe entertainment rather than talk shows or news features. Are radio stations too scared to innovate? Mirchi has chosen the entertainment route as a conscious strategy. We have been in the forefront where innovations go – whether it concerns pioneering the largest on air contest (Kismet Khol de – with over 50 lakhs worth of prizes to be won), the first contest to give out mega cash prizes on air (Khel lakhon Ka), consumer and food fairs, combined on air and on ground promotions (RJ Hunt), or anything else.
Regulatory provisions of our license do not allow us to air news. As far as talk shows go it is a different format altogether and we believe that a combination of talk shows and music is not listener friendly. Further it is globally proven and accepted that radio is not an appointment listening medium and hence deviating from the music format to include an occasional talk show is being neither here nor there.
Q. How are the various stations positioned in Kolkata? (We find several claims and counterclaims of leadership out here). We have done extensive research in Kolkata – both recall based household listenership surveys as well as regular ‘observation based’ Car tracks (which are empirically proven to be largely accurate predictors of in home listening). Both studies indicate a clear leadership position for Mirchi across the period since launch.
The car tracks have consistently indicated a share of around 60% for Radio Mirchi since the time of launch upto present. We have had 60% (October), 59%(November) and 61% (December) and unduplicated listener share (which means all competition totals about 40%). The car tracks reflect our share in the in key higher SEC/affluent car owning segment, which is the mainstay for many brands. The household research gives us a 66% share of listener share in Kolkata, which is in keeping with the car track share.
Our leadership is also borne out by the fact that we have a 70% revenue share in the Kolkata market. Further, of our advertiser base, over 80% are repeat clients. Clearly advertisers recognize Mirchi’s leadership and realise value spending on our channel. All our research has been conducted by the Indian Market Research Bureau (IMRB), which is one of the foremost market research agencies in the country today.
The credibility of any research depends on the research agency employed as well as the rigor and processes employed. There are research studies being actively quoted by competition where the sample size for Kolkata is 200. Given the population and heterogenous nature of the city, a minimum sample size of more than 1000 is essential to accurately assess market share across age/SEC/occupation/sex segments (which is the sample size of our household research). Even our car track research has used a sample size of 250 in each track.
Drawing accurate conclusions on listenership shares needs a comprehensive study of research undertaken. Mere toplines without adequate details can be misleading. For instance, a ‘programme’- based research is fine for TV but not for radio since the latter is no appointment- based medium.
Q. At the moment, the license fees for radio stations are extremely high and companies are finding it extremely tough to break even. What do you have to say to that? Yes, it is true that high licensing fees are posing a huge problem in making stations viable. If the present high cost structure continues it may force many stations to shut shop. From a consumer point of view it severely restricts the programming options available since niche stations are unviable. However, we hope the radio industry can work in conjunction with the government to create a more conducive playing field in the near future.
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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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