Table of Contents

Chapter No.

Topic Page No.

Preface IAcknowledgement III

Executive Summary IV

1

Research Methodology 21.1 Research Objectives 31.2 Scope of study 31.3 Type of Research Design 51.4 Quantitative Research 51.5 Data Sources 51.6 Methodology 51.7 Research Tool 61.8 Questionnaire and Sample Design 6

2 Entertainment Industry in India 8

3

Introduction to Radio Industry 153.1 History 163.2 Radio Characteristics 193.3 How Radio works? 213.4 Radio in comparison with other media vehicles 253.5 Evolution of private players 303.6 Future Scenario 473.7 Porter’s Five Force Model 48

4 Key Private Players in Radio Industry 50

5

My FM Company Overview 575.1 Introduction 585.2 Departmental Analysis 625.3 Management Control System 665.4 Marketing Plan – 7 P’s of marketing 70

6 Data Analysis & Interpretation 797 Perceptual Maps and Performance Matrix 1078 Hypothesis Testing 1139 Conclusion 11810 Recommendations 12211 Bibliography 12412 Annexure 126

1

RESEARCH

METHODOLOGIES

2

OBJECTIVES OF THE STUDY

1. To analyze the existing players in the market and their positioning strategies

2. To compare the existing players with My FM in terms of different attributes

3. To design perceptual maps displaying all the players in terms of different attributes

4. To draw a performance matrix for My FM in order to help them make amendments in

the existing strategy in order to become the leader

SCOPE OF THE STUDY

The study of the consumer behavior has been done to understand the listening pattern of the

consumers for all the players and accordingly promote My FM. Research for the consumers was

carried out randomly from various places within Ahmedabad city.

Consumers who were focused for the survey were a homogeneous mixture of men and women

again of different age groups.

The respondents comprises of working men and women, businessmen, housewives, students,

college goers (youth).

Educational Background of the target audience would be classified into the following

categories.

School students, Graduates, Post graduates, service, Business, Homemakers.

3

Attributes of Perceptual Mapping for all the players of the industry:

Radio Jockey

The radio jockey’s famousness, communication (ability to connect with the

audience), voice, language etc. defines the popularity of radio station.

Music Preference

The old hindi movie songs, latest movie songs, remixes, regional, gazals, peppy

numbers, English songs, trance, soft instrumentals etc.

Shows

Morning shows, afternoon shows, evening shows and night shows.

Games and Activities

Telephonic movie quizzes, campus activities live, mall activities live, road shows.

Information

News, traffic updates, awareness campaigns, better homemaking informations

Sparklers

Pranks played by different RJ’s

4

TYPE OF RESEARCH DESIGN

Descriptive research is used for the project.

QUANTITATIVE RESEARCH

A survey of listener’s in Ahmedabad is done. The survey is done by questionnaire which

comprises of open ended as well as close ended questions.

SOURCES OF DATA

Primary Data

Primary data is collected through survey of listener’s.

Secondary Data

Secondary data was collected from company’s catalogue, internet, and magazines.

METHODOLOGY

The method used for survey is structured questionnaire.

5

RESEARCH TOOL

Questionnaire

QUESTIONNAIRE DESIGN

The questionnaire comprise of open ended and closed ended questions.

SAMPLE DESIGN

SAMPLE SIZE: 200

SAMPLING TYPE: Convenience Sampling

Age group of 18 to 35

Occupation Distribution:

School - 20

Graduates - 32

Post Graduates - 52

Service - 49

Business - 24

Homemakers - 23

PILOT STUDY

A pilot survey of 10 consumers was done to ensure that the questionnaire is correct and relevant of

research objectives.

6

SURVEY

Once pilot study was over, actual survey was conducted.

DATA ANALYSIS

Result of the study was put in tables and graphs along with interpretation for easy

understanding of the findings of the research. Accordingly the charts and perceptual maps were

generated from the tables.

7

Entertainment and media industry

8

Entertainment and media industry

The Indian media and entertainment (M&E) industry is one of the fastest growing industries in

the country. Its various segments—film, television, advertising, radio, prints media and music

among others—have witnessed tremendous growth in the last few years.

According to a report jointly published by the Federation of Indian Chambers of Commerce and

Industry (FICCI) and KPMG, the media and entertainment industry in India is likely to grow 12.5

per cent per annum over the next five years and touch US$ 20.09 billion by 2013.

The media and entertainment sector consists of the creation, aggregation and distribution of

content, products and services, news and information, advertising and entertainment through

various channels and platforms. The media and entertainment industry is one of the fastest

growing industries in the world. Ever evolving technologies, extensive use of media by

corporate provide both opportunities and challenges to the media and entertainment industry.

Indian Entertainment Industry

Post reforms the media and entertainment industry in India has made tremendous strides. The

M&E industry can be further classified into film, television, advertising, print media and music.

The Indian entertainment industry came off age and gained global recognition when

A.R.Rahman and Resul Pokutty won the Oscars for their work in Slum dog Millionaire.

Television

According to the study by FICCI and KPMG, the television industry, which is currently valued at

about US$ 4.63 billion will expand by 14.5 per cent between 2009 and 2013.

Digital distribution platforms such as direct-to-home (DTH) and Mobile TV are transforming the

industry. Mobile TV—where content will stream in on mobile phones—which is currently at a

nascent stage is poised to grow big with the advent of 3G, according to experts.

9

Viewership across various segments is increasing and marketers are launching new channels to

meet this growing demand. Turner and Warner Bros Entertainment, Hollywood's leading studio

have launched WB, a new Warner-branded channel in India that will showcase blockbuster

motion pictures and acclaimed television series.

Further, Television channels such as Cartoon Network, Pogo, Disney, MTV and Star Plus are

expanding their product range to tap India's growing US$ 125.9 million licensing and

merchandise market.

BT's Media and Broadcast Sector has entered into two new agreements with New Delhi

Television (NDTV) to be its global network supplier.

Leading television channels, Sun Network and Zee Entertainment, have maintained their

number one and two positions, respectively, in the Asia-Pacific pay broadcaster ranks for the

second year in a row, according to a report by Media Partners Asia (MPA), an independent

international research agency.

Most of the Indians have a ‘Home - Office - Home ‘ life and that wouldn’t change much hence

Television is something that would not stop growing and there is sort of mimicing localization

effect which seems to work very well. One successful show in Hindi or English - convert into a

regional show and you have the local audience glued to the TV. Even with poor service from

cable operators or DTH, people can live without food but not without TV. But these guys have

to be more cautious while treating their young and influential audience - as these people are

now spending more time on social networks and social media. The more you dumb down the

more you would loose the creamy audience for which the advertizers pays for.

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Music

Industry experts estimate that the current size of the music industry is about US$ 149 million.

According to a PwC study, the industry is likely to grow by 2 per cent over the next five years

and will be a US$ 164.56 million industry by 2012.

While cassettes and compact discs (cds) have traditionally accounted for most of the sales,

future growth will come from non-physical formats such as digital downloads and ringtones,

among others. Digital music sales are expected to account for 88 per cent of the total music

industry revenue in India by 2009.

Radio

The cheapest and oldest form of entertainment, reaching 99 per cent of the population, this

segment is likely to see many dynamic changes.

According to the PwC study, revenues from radio are likely to grow at a compound annual

growth rate (CAGR) of 24 per cent over the next five years and the industry will grow from US$

150.52 million in 2007 to US$ 370.22 million in 2012.

Private FM radio has emerged as the fastest growing segment in the media, notching up an

average 30 per cent growth in advertising revenues, compared to the industry's average of 18

per cent, according to ACNielsen's Radio Audience Measurement (RAM) service. Moreover, it is

expected to increase to US$ 218.49 million over the next two years from the current US$

133.52 million. FM radio broadcasting has expanded at a rapid pace and India today has over

300 FM radio stations.

Recently, Sun TV Network has decided to allow South Asia Multimedia Technologies Ltd, an

investment arm of Malaysia-based Astro Group, to increase its stake in its FM subsidiary, South

Asia FM, to 20 per cent from the current 6.98 per cent.

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Advertising

Advertising trends showed a healthy growth in the last five years as marketers sought to woo

customers for a wide range of products. Radio, internet and cinema have been the traditional

mediums of advertising and according to a survey by Adlabs Cinemas and research firm IMRB,

in cinema, the 30-second in-theatre advertising accounts for 95 per cent of cinema advertising.

The remaining 5 per cent comprises activities in the lobby area such as new car or bike displays,

etc. Of the overall advertising spend, currently only around 0.4 per cent (around US$ 15.42

million) is spent on cinema. Print and TV account for the majority of the ad spend.

The number of brands advertised on television witnessed an 82 per cent increase during 2008

compared to 1999, according to a survey by AdEx India, a division of Tam Media Research.

Going forward, digital media advertising (internet, mobile and digital signage) is expected to

emerge as the medium of choice for advertisers. Of the available media, it was the fastest

growing segment in 2008. According to a FICCI-PwC report, online advertising it is expected to

touch US$ 212.03 million in 2011 from the current US$ 57.83 million.

Cinema

The Indian film industry is the largest in the world in terms of number of films produced per

year. The FICCI-KPMG study values the Indian film industry at US$ 2.11 billion and projects its

growth at 9.1 per cent till 2013.

The opening of the film industry to foreign investment coupled with the granting of industry

status to this segment has had a favourable impact, leading to many global production units

entering the country.

12

Recently, Anil Ambani's Reliance ADA Group has entered into a production deal with

DreamWorks Studios promoted by Hollywood director, Steven Spielberg, to produce films with

an initial funding of US$ 825 million for the first three years.

Walt Disney has partnered with Yash Raj Films to make animated movies, the Warner Group is

funding the Sippys' film projects, Viacom has a joint venture with the TV 18 group to form

Viacom-18, and Sony Pictures Entertainment has co-produced Saawariya with SLB Films (Sanjay

Leela Bansali Films).

Buoyed by the success of its maiden production in India—Chandni Chowk to China (which

garnered US$ 8.67 million globally in the first three days of its release)—Warner Brothers

Pictures India is set to invest US$ 38.6 million in film production this year.

Fox Star Studios, a joint venture between Twentieth Century Fox and Star, has entered into a

multiple-film deal with producer Vipul Amrutlal Shah, marking its foray into the Indian film

industry.

R-ADAG-owned Adlabs Films is betting on its integrated film service business and movie

exhibitions to drive its growth. The company is spending US$ 41.13 million to expand the two

businesses.

The cinema-viewing experience is also undergoing major changes. One perceptible change has

been the rapid growth of multiplexes, which meets consumer demand for quality

entertainment and has also helped boost production of niche films targeted at niche audiences.

The nation's multiplex industry is all set for an unprecedented boom buoyed by positive

regulatory changes and booming consumerism. According to an estimate, the number of

13

multiplex screens in India is expected to touch 5,000 by 2012, constituting around 40 per cent

of the total cinema screens.

Multiplexes /megaplexes have been instrumental in contributing 28 per cent of the total

theatrical sales for the film industry according to a report by Systematix Institutional Research.

Buoyed by the growth in the sector, Mexican global multiplex operator, Cinepolis, plans to

invest US$ 360 million in India for its film exhibition business over the next seven years.

Further, PVR, the multiplex major plans to invest about US$ 52.2 million in the next 18 months

to expand its exhibition, movie production and bowling businesses.

Others

Segments like print media, animation and gaming are also likely to see interesting growth rates.

The country's growing literacy and new technologies have resulted in India emerging as the

second largest newspaper market in the world, according to latest research by the World

Association of Newspapers (WAN). Indian newspaper sales increased 11.2 per cent in 2007 and

35.51 per cent in the five year period. Newspaper advertising revenues in India were up 64.8

per cent over the previous 5 years.

According to the FICCI- KPMG study, the gaming segment, which is currently estimated at US$

125.29 million, is expected to grow at 33.30 per cent till 2013, while the US$ 119.51 million

Internet is seen growing at 27.9 per cent.

The Indian animation industry, currently estimated at US$ 460 million, is expected to grow at a

CAGR of 27 per cent to touch US$ 1,163 million by 2012 according to a report titled ‘Indian

Animation and Gaming 2008', jointly prepared by NASSCOM and Ernst & young.

14

INTRODUCTION OF RADIO INDUSTRY

15

HISTORY OF RADIO INDUSTRY

Radio broadcast commenced in India in the early 1920’s. It is one of the oldest and the most

accessible segments of the entertainment industry. The history of radio broadcasting in India

dates back to 1923, when the first radio program was broadcasted by the Radio Club of

Bombay.

All India Radio (AIR) established and operated by the Ministry of Information and Broadcasting

(MIB), was the only player till the FM radio privatization process was initiated an the year 1999.

The phenomenal reach of radio in India, more than any other medium of entertainment or

information, makes it hard to ignore.

For more than 4 decades, the government of India did not permit private radio station to

broadcast in India. Then history changed its course. In 1993, the government in its wisdom,

allowed private FM operators to buy blocks on All India Radio, prepares programming content,

book commercials from advertisers and broadcast the whole lot. Within 4 years (1997-98), the

FM radio advertising and sponsorship business grew to Rs 93 corers with Times of India’s Times

FM & Mid-day group’s Radio Mid-day becoming the main players.

History was destined to change course once again. In June 1998 the Government, through its

electronic media regulatory body Prasar Bharti, decided not to renew contracts of private FM

operators. Not surprisingly, the advertising revenue fell 50% with in a year.

16

As destiny would have it, history changed course once again. This time, the government gave

the green light to privatize radio in India. July 6, 1999 was the history day when the government

announced that 150 new FM channels would be licensed across 40 cities.

And in 2000, the government auctioned licenses for private FM channels to bolster the

revenue. The highest bidder wins was the order of the day. And the focus on metros was

evident in the bidding. Expecting to collect Rs 800 million from auctioning 108 licenses, the

government had to actually face mass withdrawal of the bidders of the huge license fee. A

handful of serious bidders choose to remain.

In 2001, some of these players have started launching their channel. The government’s tenth

plan stipulates that private operations are to be encouraged to provide FM radio service in

metros and small cities. They announced Phase 2 of the privatization of FM radio, which was an

initiative in line with the road map laid out in the tenth plan. A total of 338 channels in 91 cities

across the country were made available for bidding by Indian private companies. FM Policy

Phase-II has been well accepted by all stakeholders, which resulted in huge growth not only in

FM radio industry but also in employment opportunity and has also created a demand for FM

radio in other cities The government has recently also announced Phase 3 of privatization of FM

radio which is expected in April 2010. At present the industry is seeing the upward trend

17

18

RADIO CHARACTERISTICS

Radio is a cost effective medium to advertiser.

It offers reach, frequency, impact and economical advertising solution for the

advertisers. Radio advertising rates are low on cost per thousand (CPT) basis as

compared to other media.

Excellent complementary medium.

Radio forms an excellent complementary medium to television and print. It can extend

the reach of a campaign, focus the delivery, and enhance or reinforce a message.

Interactive medium.

Radio speaks to its audience in a highly personal manner. Listeners build a relationship

with their local radio personalities-a rich resource into which the community can tap.

Low content costs

Unlike television, radio does not require any commissioned original content. Most of the

content n radio is live. The biggest content i.e. music, requires a royalty which is payable

to the relevant societies viz. Phonographic Performance Limited (PPL) and Indian

Performing Rights Society (IPRS) and certain music companies.

Prime time differs from television

The prime time for radio listenership differs from prime time television viewing. Radio

listenership peaks in the morning, afternoon and late night time slots, while television

viewership reaches its peak during the night slot.

19

Delivers relevant audience

Listenership of radio as indicated by the Indian Listener ship Track (ILT) survey is the

highest as a percentage among the younger audience.

Ambient Medium

Easy to consume, you don’t have to make an extra effort to entertain yourself

Encircles the audience

A Good Partner

It travels with the audience, wherever they go all the time. It begins where the print

ends. Last medium consumed before purchase.

Local

Radio is a local medium. Provides a good platform for area-specific campaigns. Very Low

Spill-over.

Reminder Media

People generally tend to forget things. Here radio helps the ad-messages by reminding

the people at the right time & place

Clutter Breaking

Radio helps in breaking the clutter for any advertiser as ad-avoidance is very low in this

medium

Innovative

We can execute n-number of innovative ideas. Can generate quick response of any

campaign.

20

HOW RADIO WORKS ?

Radio waves" transmit music, conversations, pictures and data invisibly through the air, often

over millions of miles -- it happens every day in thousands of different ways! Even though radio

waves are invisible and completely undetectable to humans, they have totally changed society

AM Waves

AM stands for amplitude modulation.

AM was the dominant method of broadcasting during the first eighty years of the 20th century and

remains widely used into the 21st.

AM radio ranges from 535 to 1705 kHz. These are the numbers you see on your AM radio dial.

AM radio technology is simpler than FM radio.AM radio waves are of a lower frequency than either FM

radio or TV waves.

Stations can theoretically be placed every 10 kHz, along the AM band. This means that there are a total

of 117 different channels available for AM radio station.

One cannot put stations on the same frequency that are too close together in geographic area. They will

interfere with each other. Therefore there is a limitation in the number of radio station in an area.

Since the signals of station tend to be limited in their range, the frequency can be used many times- as

long as the stations are far enough apart geographically.

How far an AM station’s signal ravels depends on such things as the station’s frequency, the power of

the transmitter in watts, the nature f the transmitting antenna, how conductive the soil is around the

antenna, and, a thing called ionospheric refraction.

21

Ionospheric refraction is a very big issue, since AM radio waves can end up hundreds and even

thousands of miles away, and in the process interface with all other stations on the same frequency.

AM radio stations the ground wave doesn’t go very far. This means numerous stations can be put on the

same frequency without interfering with each other.

The problem arises-if you want to see it as a problem-with the sky wave, which can end up in other

states and provinces, or even in other countries.

The ionospheric is much more effective in reflecting these radio waves at night.

That’s why at sunset most AM radio stations:-

Reduce power

Directionalize their signals (send it more in some dorection than others), or

Go off the air

This may explain why your favorite AM radio station goes off the air at sunset,or becomes much harder

to hear

FM and TV Waves:

FM stands for Frequency modulation.

FM and TV waves don’t act in the same way as AM radio waves.

FM are on a higher frequency.

The FM radio band goes from 88 to 108 MHz. FM radio stations must be 200 kHz apart at these

frequencies, which mean that there’s room for 200 FM stations on the FM band. But unlike, AM

22

radio station, FM station don’t end up being assigned frequencies with nice round number like

820 or 1240. Thus, an FM station may be at 88.7 on the dial.

You may have noticed that FM stations don’t reduce power or sign off the air at sunset. That’s

because ionospheric refraction doesn’t appreciably affect FM or TV signals.

For the most part FM and TV signals are line of sight. Although this means that FM stations

don’t interfere with each other, this characteristic creates a couple of other problems.

First, these waves go in a straight line and don’t bend around the earth as AM ground waves

do. They quickly disappear into space-which may be fine if you are sitting on mars trying to

listen to your FM radio

If not, then the farther away from the FM or TV station you are, the higher you have to have an

antenna to receive the FM or TV signal. Note that the earth is round-we hope this does not

come as a shock to anyone-and, therefore, these signals will literally leave the earth after 50

miles or so.

Since FM signals are line of sight, they can be stopped or reflected by things like mountains and

buildings. In the case of solid objects like buildings, reflections create swishing sound when you

listen to FM while driving around tall structures

The higher the FM transmitter antennas are the greater area they will cover-which explains why

these antennas are commonly very tall, or placed on top of the mountains. AM radio doesn’t

need that kind of advantage, since, as we’ve seen, AM radio waves don’t behave in the same

way. Note also from the drawing above the FM signals tend to go through the ionosphere

rather than refracted form it. Again it means that no matter what the station power, its signal

at some point leave the earth.

23

24

Radio in comparison with other media vehicles

Medium Start Date Current Reach

Newspaper 17th Century 32 Cr Readers

TV 1960 45 Cr Viewers

Radio 1975 17 Cr Listeners

Internet 2000 5 Cr. Visitors monthly

Mobile 1996 44 Cr users connections

Source: Roy Morgan Research single source data (People 14+); Jan - Dec 2008

25

RADIO + TELEVISION

• Radio boosts the effect of TV Advertising when used together – The Multiplier Effect.

• Radio delivers 15% lift in Brand Awareness, when 10% of TV Budget is re deployed on

Radio

-Millward Brown Study, UK

• Dramatic increase in frequency of message exposures

• Message reaching out to ‘light’ TV viewers also.

• Radio works during the hours in the day when TV audience is lower

• Radio works when product relevance is higher (like Pizza advertising in evening band on

radio coinciding with snacking time)

Radio adds Rs 5crore exclusive listeners to a TV plan

Source: IRS 20009 R1

26

TV TV + Print TV + Radio All media42

44

46

48

50

52

54

46

48

51

53

That’s an incremental reach of 11% to a TV plan

Population reached in crores

Radio is a Reach Builder in Mornings & Frequency Builder in Evenings, complements TV plans

27

Radio is a reach builder in the morning And a frequency builder in evening

RADIO DOMINATES TV DOMINATES

RADIO + PRINT

Brand Awareness Increases Dramatically For Print + Radio Campaigns

The audience exposed to radio generated almost three times the brand recall compared to the audience exposed to newspapers only.

Source: A Study by US Radio Advertising Effectiveness Lab (RAEL)

Radio adds an exclusive audience of 11 crores to print.

28

Press Press + Radio0

5

10

15

20

25

30

17

28

Population reached in crores

Great medium to support / boost any print campaign

The Audience Are Able To Provide Much Better Message Playback, For Print + Radio Campaign

Radio Offers Effective Targeting

• Brands can focus their activity around Key Target Groups on Radio

• Audience Profile Varies Across the Day; thereby allowing ‘Day Part’ Targeting

29

Evolution of private players

The Indian television system is one of the most extensive systems in the world. Terrestrial

broadcasting, which has been the sole preserve of the government, provides television

coverage to over 90% of India's 900 million people. By the end of 1996 nearly 50 million

households had television sets. International satellite broadcasting, introduced in 1991, has

swept across the country because of the rapid proliferation of small scale cable systems. By the

end of 1996, Indians could view dozens of foreign and local channels and the competition for

audiences and advertising revenues was one of the hottest in the world. In 1995, the Indian

Supreme Court held that the government's monopoly over broadcasting was unconstitutional,

setting the stage for India to develop into one of the world's largest and most competitive

television environments.

Broadcasting began in India with the formation of a private radio service in Madras in 1924. In

the same year, the British colonial government granted a license to a private company, the

Indian Broadcasting Company, to open Radio stations in Bombay and Calcutta. The company

went bankrupt in 1930 but the colonial government took over the two transmitters and the

Department of Labor and Industries started operating them as the Indian State Broadcasting

Corporation. In 1936, the Corporation was renamed All India Radio (AIR) and placed under the

Department of Communications. When India became independent in 1947, AIR was made a

separate Department under the Ministry of Information and Broadcasting.

The early history of radio broadcasting in independent India is important because it set the

parameters for the subsequent role of television in the country. At Independence, the Congress

government under Jawaharlal Nehru had three major goals: to achieve political integration,

economic development and social modernization. Broadcasting was expected to play an

important role in all three areas.

30

The most important challenge the government faced at independence was that of forging a

nation out of the diverse political, religious, geographic and lingual entities that composed

independent India. In addition to the territories ruled directly by the British, over 500 hundred

"independent" princely states had joined the new nation, some quite reluctantly. The country

immediately found itself at war with Pakistan over one of those states--Kashmir. The trauma of

the partition of the country into India and Pakistan and the violence between Hindus and

Muslims had further weekend the political stability of the country.

Broadcasting was harnessed for the task of political nation building. National integration and

the development of a "national consciousness" were among the early objectives of All India

Radio. Broadcasting was organized as the sole preserve of the chief architect of this process of

political integration--the State. The task of broadcasting was to help in overcoming the

immediate crisis of political instability that followed Independence and to foster the long-term

process of political modernization and nation building that was the dominant ideology of the

newly formed state. Broadcasting was also charged with the task of aiding in the process of

economic development. The Indian Constitution, adopted in 1950, mandated a strong role for

the Indian State in the economic development of the country. The use of broadcasting to

further the development process was a natural corollary to this state-led developmental

philosophy. Broadcasting, was especially expected to contribute to the process of social

modernization, which was considered an important pre-requisite of economic development.

The dominant development philosophy of the time identified the problems of development as

primarily internal to developing countries. These endogenous causes, to which communication

solutions were thought to exist, included traditional value systems, lack of innovation, lack of

entrepreneurial ability and lack of a national consciousness. In short, the problem was one of

old ideas hindering the process of social change and modernization and the role of broadcasting

was to provide an inlet for the flow of modern ideas.

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It was in the context of this dominant thinking about the role of broadcasting in India that

television was introduced in 1959. The government had been reluctant to invest in television

until then because it was felt that a poor country like India could not afford the medium.

Television had to prove its role in the development process before it could gain a foot-hold in

the country. Television broadcasts started from Delhi in September 1959 as part of All India

Radio's services. Programs were broadcast twice a week for an hour a day on such topics as

community health, citizens duties and rights, and traffic and road sense. In 1961 the broadcasts

were expanded to include a school educational television project. In time, Indian films and

programs consisting of compilation of musicals from Indian films joined the program line-up as

the first entertainment programs. A limited number of old U.S. and British shows were also

telecast sporadically.

The first major expansion of television in India began in 1972, when a second television station

was opened in Bombay. This was followed by stations in Srinagar and Amritsar (1973), and

Calcutta, Madras and Lucknow in 1975. Relay stations were also set up in a number of cities to

extend the coverage of the regional stations. In 1975, the government carried out the first test

of the possibilities of satellite based television through the SITE program. SITE (Satellite

Instructional Television Experiment) was designed to test whether satellite based television

services could play a role in socio-economic development. Using a U.S. ATS-6 satellite and up-

link centers at Ahmedabad and Delhi, television programs were beamed down for about 4

hours a day to about 2,400 villages in 6 states. The programs dealt mainly with in- and out-of-

school education, agricultural issues, planning and national integration. The program was fairly

successful in demonstrating the effectiveness of satellite based television in India and the

lessons learnt from SITE were used by the government in designing and utilizing its own

domestic satellite service INSAT, launched in 1982.

In these early years television, like radio, was considered a facilitator of the development

process and its introduction was justified by the role it was asked to play in social and economic

development. Television was institutionalized as an arm of the government, since the

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government was the chief architect of political, economic and social development in the

country.

By 1976, the government found itself running a television network of eight television stations

covering a population of 45 million spread over 75,000 square kilometers. Faced with the

difficulty of administering such an extensive television system television as part of All India

Radio, the government constituted Doordarshan, the national television network, as a separate

Department under the Ministry of Information and Broadcasting. Doordarshan was set up as an

attached office under the Ministry of Information and Broadcasting--a half-way house between

a public corporation and a government department. In practice, however, Doordarshan

operated much like a government department, at least as far as critical issues of policy planning

and financial decision-making were concerned. Doordarshan was headed by a Director General

appointed by the I and B Ministry. The Ministry itself and sometimes the office of the Director

General as well, was and continues to be, staffed by members of India's civil services.

In 1982 television began to attain national coverage and develop as the government's pre-

eminent media organization. Two events triggered the rapid growth of television that year.

INSAT-1A, the first of the country's domestic communications satellites became operational and

made possible the networking of all of Doordarshan's regional stations. For the first time

Doordarshan originated a nation-wide feed dubbed the "National Programme" which was fed

from Delhi to the other stations. In November 1982, the country hosted the Asian Games and

the government introduced color broadcasts for the coverage of the games. To increase

television's reach, the government launched a crash program to set up low and high power

transmitters that would pick-up the satellite distributed signals and re-transmit them to

surrounding areas. In 1983 television signals were available to just 28% of the population, this

had doubled by the end of 1985 and by 1990 over 90% of the population had access to

television signals.

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1976 witnessed a significant event in the history of Indian television, the advent of advertising

on Doordarshan. Until that time television had been funded through a combination of

television licenses and allocations from the annual budget (licenses were later abolished as

advertising revenues began to increase substantially). Advertising began in a very small way

with under 1% of Doordarshan's budget coming from advertising revenues in 1976-77. But the

possibility of reaching a nation wide audience made television look increasingly attractive to

advertisers after the introduction of the "National Programme" in 1982. In turn, Doordarshan

began to shift the balance of its programming from educational and informational programs to

entertainment programs. The commercialization of Doordarshan saw the development of soap

operas, situation comedies, dramas, musical programs, quiz shows and the like. By 1990

Doordarshan's revenues from advertising were about $300 million, accounting for about 70% of

its annual expenditure.

By 1991, Doordarshan's earlier mandate to aid in the process of social and economic

development had clearly been diluted. Entertainment and commercial programs had begun to

take center stage in the organization's programming strategies and advertising had come to be

Doordarshan's main source of funding. However, television in India was still a modest

enterprise with most parts of the country getting just one channel except for the major cities

which received two channels. But 1991 saw the beginnings of international satellite

broadcasting in India and the government launched a major economic liberalization program.

Both these events combined to change the country's television environment dramatically.

International satellite television was introduced in India by CNN through its coverage of the Gulf

War in 1991. Three months later Hong Kong based StarTV (now owned by Rupert Murdoch's

News Corp.) started broadcasting five channels into India using the ASIASAT-1 satellite. By early

1992, nearly half a million Indian households were receiving StarTV telecasts. A year later the

figure was close to 2 million and by the end of 1994, an estimated 12 million households (a little

less than one-fourth of all television households) were receiving satellite channels. This increase

in viewership was made possible by the 60,000 or so small scale cable system operators who

34

have mushroomed across the country. These systems have redistributed the satellite channels

to their customers at rates as low as $5 a month. Taking advantage of the growth of the

satellite television audience, a number of Indian satellite based television services were

launched between 1991 and 1994, prominent among them ZeeTV, the first Hindi satellite

channel. By the end of 1994 there were 12 satellite based channels available in India, all of

them using a handful of different satellites. This number was expected to double by the end of

1996, with a number of Indian programmers and international media companies like Turner

Broadcasting, Time-Warner, ESPN, CANAL 5 and Pearsons PLC, seriously considering the

introduction of new satellite television services for India.

The proliferation of channels has put great pressure on the Indian television programming

industry. Already the largest producer of motion pictures, India is poised to become a sizable

producer of television programs as well. With Indian audiences clearly preferring locally

produced program over foreign programs, the new television services are spending heavily on

the development of indigenous programs. The number of hours of television programming

produced in India has increased 500% from 1991 to 1996 and is expected to grow at an ever

faster rate until the year 2000.

Despite the rapid growth of television channels from 1991 to 1996, television programming

continues to be dominated by the Indian film industry. Hindi films are the staple of most

national channels and regional channels rely heavily on a mix of Hindi and regional language

films to attract audiences. Almost all Indian films are musicals and this allows for the

development of inexpensive derivative programs. One of Doordarshan's most popular

programs, Chitrahaar, is a compilation of old film songs and all the private channels, including

ZeeTV and music video channels like MTV Asia and Channel V, show some variation of

Chitrahaar. A number of game shows are also based on movie themes. Other genres like soap

operas, talk shows and situation comedies are also gaining in popularity, but the production of

these programs has been unable to keep up with demand, hence the continuing reliance on

film based programming.

35

International satellite programming has opened up competition in news and public affairs

programming with BBC and CNN International challenging Doordarshan's long standing

monopoly. Most of the other foreign broadcasters, for example, ESPN and the Discovery

Channel, are focusing on special interest programming. Only StarTV's STAR Plus channel offers

broad-based English language entertainment programs. Most of its programs are syndicated

U.S. shows, for example soap operas like The Bold and the Beautiful and Santa Barbara and talk

shows like Donahue and Oprah. However, STAR Plus has a very small share of the audience in

India and even this is threatened by the launch of new channels.

A peculiar development in television programming in India has been the use of hybrid English-

Hindi program formats, popularly called "Hinglish" formats, which offer programs in Hindi and

English on the same channel and even have programs, including news shows, that use both

languages within a single telecast. This takes advantage of the of the audience for television

(especially the audience for satellite television) which is largely composed of middle class

Indians who have some knowledge of English along with Hindi and colloquially speak a language

that is primarily Hindi intermixed with words, phrases and whole sentences in English.

Commercial competition has transformed Doordarshan as well and it is scrambling to cope with

the changed competitive environment. Satellite broadcasting has threatened Doordarshan's

audiences and self-preservation has spawned a new ideology in the network which is in the

process of reinventing itself, co-opting private programmers to recapture viewers and

advertising rupees lost to ZeeTV and StarTV. In 1994, the government ordered Doordarshan to

raise its own revenues for future expansion. This new commercial mandate has gradually begun

to change Doordarshan's perception of who are its primary constituents--from politicians to

advertisers.

The government's monopoly over television over the years has resulted in Doordarshan being

tightly controlled by successive governments. In principle, Doordarshan is answerable only to

Parliament. Parliament lays down the guidelines that Doordarshan is expected to adhere to in

its programming and Doordarshan's budget is debated and approved by Parliament. But the

36

guidelines established by Parliament to ensure Doordarshan's political neutrality are largely

ignored in the face of the majority that ruling parties have held in Parliament. Doordarshan has

been subject more to the will of the government than the oversight of Parliament. Successive

governments and ruling political parties have used Doordarshan to further their political

agendas, weakening its credibility as an neutral participant in the political process. There have

been periodic attempts to reconstitute Doordarshan into a BBC-like public corporation, but

governments have been reluctant to relinquish their hold on such a powerful medium.

The government drew its right to operate the country's broadcasting services as a monopoly

from the Indian Telegraph Act of 1885 which empowers the government with the exclusive

right to "establish, maintain and work" wireless services. In addition, the Constitution lists

broadcasting as the sole domain of Parliament, effectively shutting out the states from making

any laws with regard to television. Within the ambit of these provision it was assumed that

media autonomy or liberalization in any form was the prerogative of the government to grant.

But the government's monopoly was challenged in the Indian Supreme Court in 1995. The

Court held that the government monopoly over broadcasting was unconstitutional and while

the government has the right to regulate broadcasting in the public interest, the Constitution

forbids monopoly control over any medium by either individuals or the government. The Court

directed the government to establish an independent public authority for "controlling and

regulating" the use of airwaves. The Court's decision holds out the promise of significant

structural changes in Indian broadcasting and the possibility that terrestrial television may

finally free itself from governmental control.

It is evident that over time the State's control over television will continue to diminish. As its

revenue structure begins to change and Doordarshan begins to respond to increasing

commercial pressures, the character of its programming will begin to increasingly reflect the

demands and pressures of the market place. In the meantime, caught between the government

and the market, Doordarshan continues to struggle to maintain its mandate of public service

programming. But the Supreme Court's recent decision ordering the government to establish

37

an independent broadcasting authority to regulate television in the public interest holds the

promise of allowing Indian television to escape both the stifling political control of the state and

the commercial pressures of the market. There are a number of other constituencies like state

governments, educational institutions, non-governmental organizations and social service

agencies who can participate in a liberalized broadcast system. The Supreme Court has

provided an opportunity to develop a broad based television system. How the country responds

to this opportunity in the next few years will determine the future of broadcasting in India in

the next century.

India's private radio broadcasting industry exhibits a strong growth potential

FM Radio Broadcasting Industry - India FM Radio Broadcasting Industry - India. Radio

broadcasting revenues are growing at 29% per annum. Growth in this sector is being propelled

by increasing radio listener base, favourable demographics, opportunities in Phase III

expansion, political advertising, increasing advertising by small local brands and introduction of

new performance measurement tool.

The report begins with privatization of radio. The market overview section gives a quick

overview of the market with estimated advertising revenues and share, and profile of

advertisers on radio. The drivers and challenges explain the factors influencing growth of the

industry including increasing radio listener base, opportunities in phase iii expansion, increasing

advertising by small local brands, favourable demographics, political advertising and

introduction of new performance measurement tool. The key challenges identified include

royalty, lack of content differentiation, government regulations and bargaining tactics used by

advertisers. The report also highlights the current market trends namely emergence of visual

radio, satellite radio, community radio, internet radio, sales alliances and players going niche.

38

The report identifies the current market trends including emergence of visual radio, satellite

radio, community radio, internet radio, sales alliances and players going niche. The competitive

landscape profiles the major players in this sector in terms of business description, number of

FM stations and FM frequencies of each player. The report also provides details key

developments in this sector.

The competitive landscape profiles the major players in this sector including their business

description, number of FM stations and FM frequencies of each player. The report also provides

the key developments in this sector.

Government has liberalized radio broadcast and this has resulted in most media houses

diversifying to offer radio services.

In Mumbai, for instance, five private FM radio stations have been launched. Mumbai listeners

can tune in to any of the seven FM stations (five from private broadcasters and two from AIR).

Government has indicated that its long-term plan is to have 150 FM stations across 40 cities. Is

this a case of one too many? Can Indian market sustain so many radio stations? Going by the

International benchmark, even 150 stations across India is a sustainable proposition. There are

more than 6000 radio stations in US and even a developing country like Nigeria has 18 FM

stations. In most markets, radio manages to garner around 4-5% of the mass media spend. In

some countries like Sri Lanka, radio accounts for 20% of ad spend. It is estimated that in 2001,

American radio commanded US$3.2 Billion out of US$60 Billion spent on mass media. In India,

currently radio is able to garner less than 1% of the total ad pie of Rs.8, 600 crore. Madison

media estimates that by 2004, advertisers will spend around Rs. 500 crore on radio. This will

constitute around 4 % of the enlarged ad pie.

While growth of the radio broadcast industry looks exciting, there are numerous issues facing

the radio broadcasters. Chief of them being the license costs and licensing policy. After bidding

aggressively, many players have realized that high license cost is making the business unviable.

39

As per reports, bidders license for 37 stations. This translates to around Rs.4.2 crores as license

fee per station. The broadcasters now want the government to scrap fixed license fee and move

to a revenue sharing regime. However, the industry feels that these are mere start-up issues;

radio should feature in the media planner's radar as a serious medium.

Today, media planners are quite at loss as there is inadequate information on this medium. This

study attempts to provide better insight by exploring other markets where radio is a more

established medium and then extrapolate the same to Indian markets. We will examine three

aspects relevant to media planners:

1) International trends in Radio Business

2) Radio Measurement

3) Best practices that have evolved in using the medium

International trends

International experiences show two distinct trends in evolution of radio business

Consolidation - Typically, there is a surge of activity when the media is liberalized but over a

horizon of five to six years, consolidation is inevitable and stations groups are formed that

controls most of the revenues. For instance, in UK four media groups control nearly 60% of ad

revenue. We expect similar consolidation exercise in India. Radio stations that are part of

established media houses would do well. Publications having strong city edition will do have an

advantage as they already have infrastructure to marshal local advertisers and also keep a tab

on the pulse of the city citizens.

Specialization - Internationally, radio stations have grown by attracting niche audiences (like a

Hispanic channel in US or a Malayalam channel in gulf) and local advertisers. As of today, if one

40

goes by Mumbai experience, the concept of niche programming has not yet caught the

imagination of the broadcaster and audiences find it almost impossible to distinguish one from

another. Madison Media expects that the evolutionary pressures will prevail in India and radio

stations will increasingly find their own niche. For instance, we expect that by year 2004,

emergence of stations that address only specialist audience groups - like a special radio station

dedicated to south Indians residing in Mumbai or a station that caters exclusively to college

going population. Such specialist channels will be ideal medium for advertisers, as they will

have access to well defined captive audience.

Radio Audience Measurement

The question haunting most advertisers and media planners is regarding the audience

measurement that will be adoptedfor Radio. As it is early days in India, station owners and

advertising agencies on ad hoc basis are conducting research. We expect the trend to continue

for some more time till significant advertising monies are committed on radio.

Even Internationally, radio audience research has not matured to the extent of television

audience measurement. The popular rating system for radio that is used in US is the Arbitron's

RADAR (Radio's All Dimension Audience Research) audience report. It measures National radio

audiences and the audience size of radio commercials aired on 31 radio networks operated by

large radio networks. Till recently, RADAR report was based on a 12,000-person telephone

survey. However, the next round of RADAR plans to shift reliance from telephone survey to

diary-based panel for data collection. There has been some academic discussion on use of

"meters" in radio sets to determine listnership. However, these are many years away from

being put to commercial use. The prime reason for inadequate advancement in radio audience

measurement technique has been the small share of ad pie that radio commands and also the

vast geographic spread.

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We expect that over a period of time, audience measurement technique for radio will improve

and a currency will be established for buying commercial time and selection of alternatives. In

the mean time, we suggest that advertisers should not ignore the media owing to non-

availability of any established audience measurement data. Indicative surveys are being

conducted and published periodically by research agencies. Advertising agencies also conduct

periodic dipstick surveys. Madison Media routinely undertakes studies on radio usage.

Key Findings from Madison Media Research -

Radio has a reach of 56% and there is a distinct skew towards males.

Radio Mirchi is the most popular station and is tuned by people in SEC A and B.

· People listen to FM at home (70%), while driving (32%), at public places (9%) and at the

office (7%).

Almost 51% of the people listen to FM for an average time of one hour and another 39%

listen to FM for a longer period of 1-3 hours.

Sunday listenership is dramatically low with only 10% of the people tuning in to FM vs.

weekdays where the number of tune-ins is as high as 94%.

Majority of the people listen to Hindi film songs (63%), followed by Hindi pop (40%),

remixes (37%) and English pop (33%).

Best Practices that have evolved in using the medium

While the audience measurement is still in infancy, users of radio as an advertising

medium can benefit from extensive work carried out in area of media effectiveness.

Most of these studies have been conducted in developed markets like UK and USA. The

most impressive in this genre of research has been the Radio Recall Research (RRR),

which tested 1200 commercials with 200 respondents per commercial.

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This exhaustive study was conducted in early 1980s and subsequent research added to

the body of available knowledge. It will be incorrect to directly transplant those

learning's in Indian context. However, they are invaluable in providing directions and we

at Madison Media have distilled these findings, adapted to Indian context and arrived at

set of best practices for radio advertising.

Create Unique Properties - studies clearly demonstrate that properties created on radio

are cost effective and have advantage of high recall. International experience suggests

that music oriented properties targeted at youth last long and provide immense benefit to

advertisers. Closer home, "Binaca Geet Mala" on radio was as one of the best media properties.

To create such high decibel properties, advertisers should be willing to enter early and commit

long term investment. It might take some time before the properties start to reward the

advertisers and advertisers should be willing to fork out the extra premium now before the

medium gets established.

Exploit Drive Time Audiences - the traditional bastion of radio has been the "In car" listening.

However, given the low penetration of ownership of personal cars in India, we do not expect

car owners to be the largest audience for radio. It is not important whether in-car listeners will

form the bulk of listnership base. It is more important to understand that radio will be the best

medium to target upwardly mobile high spending executives and businessmen. Studies have

demonstrated that in-car listeners are light consumers of other media like television, making

radio a very effective medium. A study by Voice of British Advertisers shows that radio is the

most effective medium to target businessmen. There are mixed reports with regard to station

switching behavior among in car listeners. A research by Radio Advertising Bureau (RAB), UK

indicates, contrary to popular myth, that nearly 85% of in-car audience do not shift stations

frequently. However, other studies indicate there is extremely low loyalty among in car

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listeners. In any case, it is undeniable that for brands that target at affluent section of the

society need to be actively associated with radio. In other markets, many successful service

brands

especially those in office supplies and financial services have benefited tremendously by

judicious use of radio.

Exploit Imagery Transfer - a study by Statistical research Inc. shows that three out of four

consumers who watch a television spot will "replay" the visual image mentally when they hear

a radio commercial for the same brand. This is called Imagery Transfer. Another series of

studies called "distraction study" tried to simulate the fact that radio listening is always

secondary activity. These tests also indicated that listeners were able to create and keep images

fresh and top-of-mind even when engaged in other task. It is through imagery transfer that

radio creates a synergy with television. Recent studies shown that Sonic branding, where aural

brand elements are used is very effective in sustaining brand's recall (tring tring of Britannia).

Creation of sonic branding reduces long term cost of advertising, as one need not air the

complete commercial to register recall. As can be fathomed, radio can be advantageously used

in creating sonic elements of a brand.

Effective Radio Copy Management - studies have clearly established that length of the

commercial had a positive impact on the ad. In general, spots of 45 seconds or more were

effective. RRR studies also indicate that more brand mentions in the commercial were good for

ad recall and was more effective when the brand was mentioned early in the ad. Moreover,

fatigue factor is high with radio commercials. The ads that were repeated too often were

disliked. Copy variation can offset this fatigue and it is suggested to have three variants of the

same theme. Though airing multiple variants is recommended, there is evidence, which state

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that simultaneous airing of more than 5 executions leads to decay in effectiveness. As in any

other media, ads that were liked had higher impact.

Radio Multiplier Effect - apart from RRR, another monumental study is the Millward Brown

study on radio multiplier effect. Millward Brown conducted the study across October 1999 to

April to find out how effective radio advertising can be relative to television. This study involved

nearly 5500 interviews in continuous research to track awareness and attitudes to 17 brands.

The media tested were Commercial Radio and television in the Central Region of UK. The broad

findings of the study proved that radio was, on an average, three-fifths as efficient as television

at driving advertising awareness amongst radio listeners; used in conjunction with a television

campaign, it proved to be an effective medium; and in general, if 10% of a given television

budget is re-deployed onto radio, the efficiency of the campaign in building awareness

increases on average by 15% as shown in table below:

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(Source: rab.co.uk)

The study highlighted that radio effectiveness result was achieved at one-seventh of the cost.

Of course, this cannot be taken as a thumb rule as there will be wide variance between rates in

U.K and other markets. However, the study makes a strong case for advertisers to divert a small

portion of their TV budget to radio.

Conclusion

Radio offers tremendous opportunities for advertisers and media planners need to explore

various options by which they can effectively use radio in their media mix. Conversely,

broadcasters need to develop the market by being more responsive to the advertiser's needs.

This will provide an opportunity for the market to arrive at the final verdict on the effectiveness

of the medium.

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FUTURE SCENARIO

The Indian Media and Entertainment industry is forecasted to grow at an annual growth rate of

19 per cent to reach Rs 83,740 crore by 2010.

The forecasted CAGR of various segments of the Media and Entertainment industry in India

till 2010 is:

Radio - 32%

Music - 1%

Television - 24%

Film Industry - 18%

Print Media - 12%

The forecasted size of the various segments of the Media and Entertainment industry in India

till 2010 is:

Radio - Rs 1,200 crore

Music - Rs 740 crore

Television - Rs 42,700 crore

Film Industry - Rs 15,300 crore

Print Media - Rs 19,500 crore

The government has announced Phase 3 of privatization of FM radio which is expected in April

2010. Therefore large number of radio stations, across the country is expected to grow. At

present the industry is seeing the upward trend.

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Porter’s Five Forces Model

Bargaining power ofBuyers

High Buyers (listeners as well as advertisers) do not face significant switching costs

Advertisers are extremely price sensitive. Listenership tastes frequently change, providing little loyalty to any particular radio station.

Advertising buyers dictate radio programming choices

Bargaining Power of theSuppliers

Low - Medium Since most suppliers to Broadcasters have either been acquired/ have a tie-up with the broadcasters, the bargaining power of suppliers is low.

Threat of New Entrants Low High start-up capital is a big demotivator.

New entrant has some problems finding skilled professionals. Serviceable used equipment is expensive.

Long-lasting economies of learning and scale also demotivate the potential new entrant

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Threat of Substitutes Medium Customers incur no switching costs. Also, adequate substitutes are available.

Possibly, One Broadcasting medium substitute for the other(CD’s as a replacement For Radio).

Intensity of Rivalryamong Competitors

High Larger firms have created a critical mass, capacity to induce users to subsidiaries

Companies and products, created size by consolidating complementing firms. There are significant brand identities and product differences. Competition is fierce;

Ethics are often questionable. Exit barriers are low, and also acquisitions/mergers are

Note on Porter’s 5 forcesAs we see, the Industry could be classified as relatively unattractive since the power of the forces is high. We note that the buyers are primarily listeners and also advertisers. Also, content providers who don’t have any contractual arrangements with broadcasters can leverage the online revenue models directly.

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Key Private Players in Radio Industry

50

INTRODUCTION

Private FM radio has emerged as the fastest growing segment in the media.

ALL PRIVATE RADIO CHANNELS IN AHMEDABAD

Frequency Brand Name Owner

91.1 Radio City Star India Pvt Ltd

93.4 Red Fm South Asia FM Ltd

94.3 My Fm Bhaskar group

95.0 Radio One Mid-Day Multimedia

Limited

98.3 Radio Mirchi Times of India Group

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91.1 RADIO CITY

Radio City 91.1FM is promoted by Music Broadcast Private Limited (MBPL), the private FM

network has captured the hearts of millions of listeners across 20 FM stations in Mumbai, Delhi,

Bangalore, Chennai, Ahmedabad, Pune, Hyderabad, Lucknow, Jaipur, Vadodara, Surat,

Sholapur, Nagpur, Sangli, Coimbatore, Vizag, Ahmednagar, Akola, Nanded and Jalgaon.

Radio City 91.1FM's differentiated music offers listeners melodious Adult Contemporary (AC)

music along with a vibrant outlook, 'Whatte Fun'. It now brings a unique and uniform brand

experience, in line with the vision of creating a national brand.

Radio City is characterized by exciting shows that give it unmatched popular appeal. A history of

innovative programming, friendly radio jockeys and fresh music uniquely position Radio City to

cater to the mass premium audience across India's most important cities. Radio City's range of

innovative and popular shows cut across audiences. The medley of songs, contests, talk shows,

events, humour and gossip delivered by a hugely popular team of radio jockeys have revived

and revolutionised radio-listening habits across all our markets. The programming at Radio City

is strategically planned to uplift the mood of its listeners. The programming is backed by

extensive research and we deliver content that is tinged with the local flavour. They have

always catered to our audience's demands. Radio City has its content tailored to fit the wants

and needs of the local audiences and speaks the language of the people. This combined with its

music expertise and creativity provides for compelling content

Since its inception, Radio City has used every opportunity to innovate with the category and

build stronger involvement and listenership. Playing truly popular music, in the language of the

people, Radio City programming has also had the distinction of successfully pioneering many

path breaking programmes on radio like Musical-e-Azam, RC Live, Remix Raja, Life Ki Dhun with

Sonu Niigaam, the simulcast of Sonys Indian Idol 2, Shaam-e-Ghazal with Roop Kumar Rathod

and Maan Na Maan Superstar Tera Mehmaan. Radio City has given radio a new dimension with

the concept of 'Celebrity RJ' starting with Life Ki Dhun with Sonu Nigaam. Hottest chart busters,

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humorous Babbar Sher, rip-roaring mimicry, gripping fiction, interactive game shows,

professional counselling, children's programming and the best of Bollywood celebrity

interviews, you hear it first and better only on Radio City!.

As solution providers to advertisers, Radio City invests in understanding the advertiser's

imperatives and product propositions. The idea is to design a highly customized offering to

optimally convey the USP of the advertiser's product offering to the FM brand's discerning

listeners while presenting to them choicest infotainment.

Radio City broadcasts round-the-clock using state of the art digital stereo FM for unmatched

quality in signal strength, clarity and brilliance. Radio City has always been abreast with the

latest in technology. Radio City has world class studio facilities across markets

A sustained focus on understanding listeners and leveraging the synergies of music expertise

and innovative programming, allows Radio City to deliver a unique listening experience and be

an integral part of the lives of listeners. Aggressively looking at spreading the Radio City

experience across the country, Radio City 91.1FM is committed to growing the market and

creating superlative content quality audiences nationwide.

In an endeavour to harness new technologies to connect through music with its chosen

audience, MBPL has recently forayed into the domain of the Internet with PlaneRadiocity.com

(www.planetradiocity.com). Planet Radio City is India's first all-inclusive Music Portal that

offers users information, entertainment and interactivity. The site is targeted not just at the

passionate, serious music lover, keen on information and discovering new music but also

musicians and music enthusiasts - experts and amateurs. The website offers unique applications

and features hitherto missing from the music websites of Indian origin. In short,

PlanetRadiocity.com is a one-stop shop for music lovers and musicians.

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98.3 RADIO MIRCHI

Radio Mirchi’s holding company Entertainment Network (India) Limited (ENIL) was incorporated

in 1999. After successfully bidding for licenses in the Phase I auction in 2000, ENIL launched its

first station in Indore on October 4, 2001. In the space of 24 months, Radio Mirchi made its

presence felt in seven cities; along the way it also became the only private FM brand in all the

four metros.

Radio Mirchi was also the first off the mark to launch a station from the lot of cities included in

Phase II. In quick succession it launched Bangalore, Hyderabad and Jaipur in early 2006 and

completed the final rollout of the remaining 22 stations recently.

Resources were poured into shipping the highest quality studio and transmission equipment.

The latest in transmitters, mixers and coders were sourced from globally renowned suppliers

based in the United States and Canada. No cost was spared in ensuring that Radio Mirchi set

the standards for quality of broadcast and coverage in each of its local markets.

Since launching its first station in Indore in 2001, Radio Mirchi has gone from strength to

strength.Today, it is one of the largest private FM radio networks in India with licences in 32

cities. As on date all 32 stations are on air.

Radio Mirchi has the distinction of being the only private radio broadcaster to have licences in

all of India’s fourteen cities with a population of over 2 million. This makes the channel the

most valuable network for advertisers. With revenue exceeding Rs. 170 crore (US$ 42.5 million)

Radio Mirchi, in its space, had an estimated 45% market share (Source: internal data).The

company grew 43.6% in the financial year 2006/07. In the first nine months ended December

31, 2007 the company’s revenue was Rs. 162.50 crore (US$ 40.63 million) up 32.5% over the

previous year.

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The channel’s strength can also be gauged from the fact that Radio Mirchi’s total daily reach in

the metropolitan cities of Mumbai, Delhi and Kolkata was 7.7 million listeners (Source: Indian

Listenership Track Wave 4 – 2007). In the new Radio Audience Measurement (RAM) launched

by the TV ratings company TAM, Radio Mirchi dominated Mumbai, Delhi and Bangalore by

logging a combined weekly listenership of approximately 11.3 million (RAM week 02, 2008).

This is the highest of any station in these three cities combined.

But it’s not just in the metros that Radio Mirchi scores. Across its 32 cities this perky

entertainment brand reaches out to an estimated 22 million listeners every day. This is higher

than the all India reach of the leading satellite TV channel.

Not surprisingly Radio Mirchi is also a favourite with advertisers. It has received due recognition

from several quarters. It won four of the six RAPA awards received by radio broadcasters from

the Radio and Television Advertising Practitioners’ Association of India in 2004; and seven out

of eight in 2005. Radio Mirchi is also the only media brand to have won a Gold for Best Activity

Generating Brand Loyalty and a bronze for Best Activity Generating Brand Awareness and Trial

at the 2004 Promotion Marketing Awards of Asia. In 2007 Radio Mirchi won four RAPA Awards.

It also won two Golds at the Ad Club Kolkata and a Gold at the Ad Club Bangalore Awards

function.

In 2006 Radio Mirchi was conferred the status of Superbrands in India.

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93.4 Red FM

Sun TV Network, India's largest television network has powerpacked Twenty TV channels,

Fourty Six FM Radio Stations, Two Daily Newspapers and Four Magazines in several Indian

languages.

It has become our nature to occupy the first slot in whatever we do. Sun TV Network Limited's

foray into FM radio is no exception either.The top slot is a result of a carefully planned

thoroughly enjoyable, round-the-clock, wholesome entertainment-oriented package and there

is a substantial localization of content to retain the regional flavour.

Delhi : Mumbai : Kolkata : Vishakapatinam : Bangalore : Gulbarga : Hyderabad : Warangal :

Jaipur : Bhubaneshwar : Pune : Aurangabad : Nashik : Nagpur : Tirupati : Lucknow : Bhopal :

Vadodara : Rajkot : Ahmedabad : Kozhikode : Indore : Vijayawada : Varanasi : Gangtok : Siliguri :

Guwahati : Shillong : Aizwal : Asansol : Jamshedpur : Rajahmundry : Kanpur :

Thiruvananthapuram : Kochi : Thrissur : Mangalore : Mysore : Kannur : Allahabad : Jabalpur

The marketing department is wholly responsible for the advertisement sales of Red FM

stations. With it's team of dedicated professionals, it is today one of the highly appreciated

professional marketing unit among radio stations. Apart from offering the available

advertisement time in the most effective way, it offers the best follow up service.

The deals, that are made, are mutually beneficial and uniform. It functions with the motto -

professionalism, efficiency and dedicated service.

56

94.3 MY FM-Jiyo Dil Se Company Overview

57

94.3 MY FM

The D B Corp Ltd. is one of the largest media groups of the country and is the largest read newspaper group in the country with over Rs 1.55 crore readers

My Fm is owned by Synergy Media Entertainment Limited which is wholly owned company of the Bhaskar group.

Company Profile: Synergy Media Entertainment Limited

Brand Name: My Fm

Corporate Office: 94.3 My FM

Synergy Media Entertainment

2nd floor, 72, M Block market

Greater Kailash-2

New Delhi

Ahmedabad Office: 94.3 My FM

Synergy Media Entertainment

208, Bhaskar house

Nr YMCA Club

Sarkhej-Gandhinagar highway

Ahmedabad

58

Synergy Media Entertainment limited, a Bhaskar group company, launched 94.3 My Fm in Ahmedabad on July 21, 2007.

D.B Corp is one of the leading print companies in India, publishing 31 newspaper editions and 125 sub editions in three languages (Hindi, Gujarati and English). Their flagship newspapers, Dainik bhaskar and Divya bhaskar, have a combined readership of more than 25.33 million readers, making them most widely read newspaper group in India. Dainik bhaskar is the most widely read newspaper in Chandigarh, Chattisgarh, Harayana, Rajasthan and Madhya Pradesh. Divya bhaskar is a Gujarati daily newspaper. Their other news papers are Saurashtra Samachar and , on franchisee basis, DNA Money and DNA (in Gujarat).They are one of the fastest growing major newspaper group in India.

Synergy Media Entertainment limited has a significant presence in the radio business under the brand name My Fm. Through Synergy Media Entertainment limited they have acquired license to operate in 17 cties in 7 different states. They have the license to operate 17 stations. Synergy Media Entertainment limited has also filed eligibility bid with the government of India to operate an additional 4 FM radio station in Mumbai, Bangalore, New Delhi and Hyderabad.

My Fm Mission

94.3 My Fm will strive to become an indispensible part of the lives of its employees, listeners and business associates by offering them relaxing, refreshing and informative content which will not only entertain them but will also take care of their emotional needs.

My Fm Vision

To be among the top three FM radio networks in India by the year 2012 and to positively impact and enrich the lives of its employees, listeners and business associates by following its five guiding principles of management philosophy.

Empowerment Fearlessness Innovation Openness Creativity

59

Currently in 7 states and 17 cities

1. Madhya Pradesh :- Indore, Bhopal, Jabalpur, Gwalior

2. Chhattisgarh :- Raipur, Bilaspur

3. Rajasthan :- Jaipur, Jodhpur, Udaipur, Kota, Ajmer

4. Gujrat :- Ahmedabad, Surat

5. Punjab :- Jalandhar, Amritsar

6. Haryana :- Chandigarh

7. Maharashtra :- Nagpur

Jaipur was the first station launched on 28th May, 2006.

60

The brand was decided as My Fm as it is a right reflection of the one to one relationship with an

emotional ownership of the medium with the listeners. The brand operates at he single

frequency i.e. 94.3 over all 17 stations.

My Fm is calling for its listeners to “Jiyo dil se”. the Fm brand from Synergy Media

Entertainment limited has embarked on a new campaign to better connect with its listeners

and seeking to reach out to them in various touch points- colleges, malls, and other hot spots.

The campaign is supported by extensive advertising in print and on air.

Harish Bhatia coo, my fm said “the campaign ‘jiyo dil se’ s an extenton of my fm’s commitment

and its understanding of the evolving audience preferences. The freshness in the branding will

ensure that My Fm stays young, responsive to listeners aspirations and ever eager to serve

them better.”

My Fm has come up with various campaigns like “Tention naa lene ka, naa dene kaa, jiyo dil se”,

“Dimag to dimag hai, suno dil ke,jiyo dil se”-these are set to become a lifestyle statement of the

youth.

My Fm has designed its shows according to the preference of the consumers with the help of

extensive research and survey. The type of music to be played in a particular time band is also

derived based on research.

61

DEPARTMENTAL ANALYSIS

Overview of the departmental structure of My Fm

62

Sales Department

Sales department in My Fm consists of Sales executives. Their task is to sell the inventory in the

form of seconds and generating revenues for the station. For that they need to move in he field,

approach clients, ad agencies and close the deal with them. They are responsible for the

collection. Each of them have their individual target and to achieve their target they can offer

activities like on ground activity and on air selling.

Sales Planning

Sales’ planning is very important and responsible work because sales department is the

revenue generating department and performance of the company depends on the sales

growth.

The station director cluster head gives the revenue target to each station that are

responsible for the target achievement.

The station head plans the sales in the meeting with his sales executives.

The performance is reviewed monthly.

Responsibilities

The station head is responsible for sales target

Sales executives are responsible for sales as well as reporting to the station head for the

sales.

Ales executives are also responsible for collection from companies and dealers.

Every sales executive is given the target based on area or sector.

Strength

My Fm sales team can easily compete with other players with negotiated rate to attract

prize sensitive customer and get an edge over competitors. At certain level of rate sales

executive of the other company has to say no while My Fm sales team can close the

deal.

63

With help of Divya Bhaskar data base My Fm sales team can access the retail client of

the city. This large data base provides sales team great potential customer.

Sales team is having benefit of Divya Bhaskar brand equity which is a recognized brand

in the city.

My Fm enjoys synergy of both print and radio medium.

In the complex deal to compete with the competitors, sales team can offer combo pack

of print + radio.

Weakness

My Fm has strategy if volume sales. Sales team in doing business for volume with

negotiated lower rates which can generate higher revenue

The volume ales strategy wit lower rate may have perception of lower quality in mind of

customers.

My fm has segmented its clients in categories like, national corporate retail, regional

corporate retail, and retail and government division. But so formally this procedure is

not followed by the sale team.

My Fm has an advantage in terms of print synergy but its when the sales people of Divya

Bhaskar close deal of My Fm they often have to provide the very low rate. Some times

the advantage of print synergy results in the lower revenue earning for it.

Marketing Department

My Fm has marketing executive who are responsible for all the marketing activities like

branding, advertising and promotion. Marketing executive makes plan with station head

according to the budget given by regional marketing head. Marketing executive’s main job is to

find out innovative ways for promotion and branding. And this task is to come with ideas for

gaining brand and frequency recall.

Strength

64

My Fm has good presence through aggressive advertising and branding.

It has good visibility in the city by on ground activities as well as aggressive branding

strategy.

My Fm always takes participation in any event organized at spot places, which can

increase the value of its brand.

Weakness

My Fm has most of the barter deals

Now in hat it becomes media partner and gets a free brand promotion in the event. In

exchange My Fm would freely promote the event on radio. So here money or margin is not

involved in whole transaction.

Programming Department

In My FM programming department is headed by programming head that is responsible for

programming activity of the station. They are responsible to meet all the legal aspects of

programming like which can be produced on radio or not? Programming head is also

responsible to make his team work and complete their work in time and with all legal aspect.

Their task is to make more creative programming which can attract listeners. Department also

makes programming which have involvement from listeners also.

65

MANAGEMENT CONTROL SYSTEM

Management control system is meant for effective implementations of chosen strategy. It tries

to ensure that each and every member of the organization direct their efforts to implement the

organizational strategies.

Organizational objectives

Every organization has typical objectives. Again these objectives can be divided into two parts.

Financial objectives- Double digit growth in sales

Return on investment

Non financial objectives- % increase in market share

Customer satisfaction

Here in case of My Fm, the unit has an objective of achieving its annual sales target.

Strategy

Strategies are plans to achieve organizational goals. Strategies differ between organization and

control should be tailored to the requirements of specific strategies.

My Fm has a volume based strategy to reach their target. Their strategy is to sell most of its

inventory in the form of seconds even below the average selling price to gain volume business.

Budgeting

Budgets are an important tool for effective short term planning and control in organizations

planning. It is a management commitment in that managers agree to accept responsibility for

attaining the budgeted objectives. Strategy planning and budgeting are simultaneous process. It

generally covers a period of one year.

In case of My Fm station head allocates the task to its sales team and make sure that they will

give their maximum to implement the strategy objective of the firm. In My Fm sales team

66

members are responsible for their own categories. My Fm has a huge data base of clients. Now

this database is divided into segments.

The above figure shows that how the categories are made and the clients are divided. National

corporate client people look after those whose head quarters are located locally within Gujarat

and they deal with My Fm for national advertisement i.e. Nirma, Vadilal, Paras etc. There is also

one specific executive who looks after government clients. The retail people look after the local

advertisers who are based only in a particular city.

67

Performance measures

A performance measure system is simply a mechanism that improves the likelihood of the

organization that will implement the strategies successfully. It provides for the effective

implementation of the strategy.

In My Fm, sales team is evaluated on the basis of their targets. They have monthly tracker of

their target versus achievement which it self is a motivational factor for them.

Compensation

The key to motivating people to behave in a manner that further an organization’s goals lies in

the way the organization’s incentives relate to the individual’s goals.

In My Fm, incentives are linked with the target achievement. Incentive is generally 20% of gross

salary. A sales executive achieving at least 80% of his/her target will get 100% of incentive.

Incentive is paid monthly to the sales team.

68

Marketing Plan

In general, marketing activities are all those associated with identifying the particular wants and

needs of the target market of the competitors. This involves market research on customers,

analyzing their needs and then taking marketing strategy decision about product design,

pricing, promotion and distribution. In a place like Ahmedabad with its town like stature,

marketing plays an important role in brand building.

Strategy

Expansion of the network of out of home media sites managed by My Fm

Explore opportunities to lease sites on long term bases.

Introduce innovative technology and processes

Marketing in My Fm follows the following approach

Association for ground visibility

Contest

My Fm events

Branding

69

7 P’s Of Marketing

1. Product

2. Price

3. Place

4. Promotion

5. Physical evidence

6. Process

7. People

PRODUCT MIX

Brand

The brand is My Fm. As it is a right reflection of the one to one relationship with an

emotional ownership of the medium with the listener’s. The brand operates at the

single frequency 94.3 across the station

The brand id “94.3 My Fm Jiyo Dil Se”

Target segment

They have a large chunk of listeners who are- young, housewives, also listeners who are

40 plus.

So programming caters to all strata of society. So, while they target the young

population, they cannot afford to ignore the other large segment of the society.

Language

In Ahmedabad My Fm has made their programs 60% in Hindi, 20% in Gujarati and 20%

in English.

70

SHOWS SCHEDULE

Monday to Friday:

Timings Show name Hosted6 am to 7 am Araadhana Back to Back7 am to 11 am Salaam Ahmedabad RJ Ankit & RJ Krupa11 am to 2 pm 16 Always RJ Payal2 pm to 5 pm Dil Chaahte Hai RJ Ekta5 pm to 9 pm Happy Evenings RJ Vishal9 pm to 11 pm Chandani Raatein RJ Mamta11 pm to 1 am My World Back to Back

Saturday:

Timings Show name Hosted6 am to 7 am Araadhana Back to Back7 am to 11 am Salaam Ahmedabad RJ Ankit & RJ Krupa11 am to 2 pm 16 Always RJ Payal2 pm to 5 pm Dil Chaahte Hai RJ Ekta5 pm to 9 pm Happy Evenings RJ Vishal9 pm to 12 pm Rock the party DJ Akhil

71

Sunday:

Timings Show name Hosted6 am to 7 am Araadhana Back to Back7 am to 9 am Lazy Lahme Back to Back9 am to 12 pm My Fm top 30 RJ Abhi12 pm to 2 pm Numerology Sanjay Jumaani2 pm to 3 pm Home Shanti Home RJ Vishal7 pm to 9 pm Icons RJ Krupa9 pm to 12 am Shaam - E - Ghazal RJ Ayaz

Family (7:00 am to 11:00 am)

Housewife (11:00 pm to 2:00 pm)

Youth (2:00 pm to 5:00 pm)

Evening drive time (5:00 pm to 9:00 pm)

Late evening(9:00 pm to 11:00 pm)

Night (11:00 pm to 1:00 am)

Late night (1:00 pm to 7 am)

72

PRICE MIX

As far as advertisement rates are concerned, rates are based on negotiation for My Fm. It

provides advertisement n print also if the customer hives an ad in the radio.

73

74

75

Place

Station: 17 cities and 7 states

Frequency: 94.3 FM

Brand visibility: Corporate cricket

Celebrating hoil

Sponsored IIM-A chaos

Organizing movie screenings

Blood donation Camp

Contest on air and on website

Promotion

Advertisements:

My Fm does two types of advertisements. One is theme advertising and other is mode

advertising. In mode advertising frequency of My Fm is highlighted to target the customer so

that they can recall station with frequency. While in theme advertising just a poster of joy with

tag line of My Fm is highlighted.

Contests

My Fm does on air activity and asks question to listener and one who gives answers to question

will get a prize like movie tickets, water park tickets and gift vouchers.

Also “MY FM MY SINGAPORE” contests are played for 6 cities like Indore, Bhopal, Chandigarh,

raiur, jaipur and ahmedabad.

76

“MY HAAR MY JEET” contest was played in Ahmedabad in association with AB Jewels.

My Fm organized cricket Maha Sangram where all the corporate of Gujarat were invited to play

cricket.

Physical Evidence

Being a service provider and also available anywhere at anytime in physical evidence depends

on the customers.

Anyone can set the frequency and avail the service anywhere.

Promotions help to create brand awareness and thus support the physical evidence.

Event organization-they also have been organizing or sponsoring several programs which again

help to create awareness and visibility which helps to attract more listeners to tune into.

Gifts help to create peripheral evidence, which listeners take away with them and motivates

them to tune into in help in more interaction.

My Fm has a colorful and interactive website which is useful for not just listeners but also helps

to get ad revenue by quoting charges for ads per second. Thus it also helps to get an idea of

how to approach My Fm for campaigns. It also has interesting contest and music download

which attract the music lovers.

Process

77

A radio wave is an electromagnetic wave propagated by an antenna. Radio waves have

different frequencies. The listeners can tune the radio receiver to a specific frequency to catch a

specific radio signal.

The size of the antenna depends on the frequency of the signal to be transmitted or received.

Mirchi has much better technology as all of its equipments are imported from USA and Canada

for better quality broadcast and coverage.

People

They are hiring only local talents and there’s no dearth of talent in this country. There is a lot of

research before the launch of any station, the programming teams are trained for nothing less

than three to six months.

They don’t import radio jocks from the metros and impose them on an alien city. They ensure

that they are in touch with the localities, culture and ethos.

Here Radio jocks plat an important part in creating a special relationship with the listeners and

thus helps to create the differentiation. They can develop a special liking whereby the listeners

will prefer listen to their shows due to the preference of RJ’s

78

ANALYSIS OF QUESTIONNAIRE

79

How often do you listen to radio? (In a week)

2%11% 2%

48%

26%

13%

Listenership (In a week)

2 times 3 times

4 times 5 times

6 times 7 times

From the sample of 200 respondents, only 1% (3) listen to radio twice a week and can be

considered as hard nuts to crack with negligible preference towards radio while from the graph

it can be seen that 48% (96) listen to radio 5 times a week and 26% (51) of the respondents

listen to radio 6 times a week who are clear prospects and can be easily converted to regular

listeners by fulfilling their expectations from private radio stations.

The statistics clearly indicate that majority of the respondents who prefer listening to radio,

listen on almost regular basis. This would suggest that they would prefer listening to radio

almost daily followed by a schedule in which they would like to listen.

Furthermore, it can be seen that with the constant growth in the radio industry, the preference

towards this media is increasing among general public and thus the respondents generally

prefer listening to radio in an on and off basis. For those 10% (21) and 2% (5) of respondents

who listen to radio 3 and 4 times a week respectively, the preference towards radio although

not clearly defined, we can still assume that their preference for radio is not negligible and they

can be converted to regular listeners with research on their requirements and filling that gap.

80

Why do you listen to radio?

Entertainment

Relaxation

Traffic Updates

News

For RJ's

0 40 80120

160

112

142

5

9

6Reasons for listening to Radio

No of Listen...

From the sample of 200 respondents, 112 respondents listen to radio for the purpose of

entertainment and so this directly poses a clear requirement of entertaining shows on air

rather than shows which are more socially inclined. Again 142 respondents listen to radio for

the sole purpose of getting relaxed which indicates that the private radio stations should make

sure that the scheduling of shows and songs on air should be such that there are hardly any

repetitions which bring a sense of freshness and newness to the listeners. These listeners are

those who already tend to have an inclination towards radio.

There are only 6 and 5 respondents out of 200 who listen to radio for RJ’s and Traffic Updates

and so it can be clearly said that the private players cannot position their brand through their

RJ’s or any other social cause. The only reason for this is that this medium is considered as

81

solely relaxation and entertaining medium and thus for the reasons like traffic updates or news

the respondents rather prefer other medium like television or print media.

As far as the RJ’s are concerned, only 6 respondents listen to radio for the RJ’s and so it

indicates that the radio station cannot achieve audience applauds through powerful RJ

strength. Although, it being their ad-on benefit the radio stations must focus on music and

entertainment part of the shows on air.

82

Which radio station do you prefer listening to?

91.1FM Radio City

93.5FM Red FM

94.3FM My FM

95.0FM Radio One

98.3FM Radio Mirchi

0

20

40

60

80

100

9

91

69

16

93Preferred Radio Stations

No of listeners

This question is a clear depiction of the listeners’ preference for all the private radio stations.

From 200 respondents, 93 prefer listening to Radio Mirchi which is an undisputed leader in the

market since its inception 8 years back. This shows that the image of Radio Mirchi is consistent

in the mind of the listeners as a leader and they might have maintained this image due

constant differenciation in their shows.

From the graph, 91 respondents have selected Sun TV Network’s Red FM which was then S FM.

This shows that the radio station is rapidly gaining popularity since its rebranding which

occurred in August 2009. The preference for this radio station nearing Radio Mirchi and so it

might pose as a threat to the leader over a period of time.

83

While Bhaskar Group’s My FM is catching up the ladder with a preference by 69 respondents

and their positioning strategy “Jiyo Dil Se”, the radio station is gaining more and more

popularity among youngsters since its inception in 2007.

Radio City and Radio One are lagging behind in terms of preference of listenership which might

be due to their stagnancy and monotonous approach towards shows on air.

84

Cross tabulation (time spent on radio with gender)

>1 1.-2. 2.-4. 4.-8. <80

5

10

15

20

25

30

35

40

45

50

MaleFemale

From the above graph we can derive that there is a relation between the number of hours spent on listening to radio and gender. For less than 1 hour of listenership number of males listening to radio is higher than the females. With the increase in number of hours as seen from the graph, this ratio changes and in the time slot of 2 to 4 hours of listenership the ratio gets reversed wherein female listenership leads over the males.

As we move ahead with the increase in number of hours of listenership time the ratio gets equalized.

85

>1 1.-2. 2.-4. 4.-8. <8 Total

Male 24 31 43 3 2 103

Female 15 30 46 4 2 97

Total 39 61 89 7 4 200

When do you listen to radio?

6am -7am

7am -11 am

11am -1pm

1pm -5pm

5pm -7pm

7pm -9pm

9pm -12midnight

04080

120160

0

162

22 1055 40

72

Time slots of listenership

No of listeners

From the 200 respondents, as shown in the graph above, majority of them i.e. 162 respondents

listen to radio between 7am to 11am. This clearly indicates that the morning time slot is the

prime time slot wherein people are in a relaxed mood to listen to radio as a background score.

Again it can also be derived that during this time slot people move to their respective working

places and so they listen to radio while driving. During this time slot, radio stations should

position their shows in such a way that it peps up the mood of the listener and the listener

moves towards the start of the day with a light and cheerful mood.

86

Another time slot preferred is from 9pm to 12midnight wherein the respondents have just

ended their daily hectic schedule of work and are in a mood to relax. But this time slot is

youth’s favourite as well. So radio stations must position their shows with a clubbed mixture of

English and upbeat. With this positioning, the stations can directly cater all the types of

audiences without any glitches.

Next favourite time slots are 5pm to 9pm slots together in which again the office goers are

returning and are in a mood to cheer up for their personal lives. While driving back they would

like to hear bollywood latest and upbeat music which would pep up their mood and would help

them relieve themselves from all the pressures at workplaces.

The final slots lie between 11am to 5 pm, basically meant for entertaining the homemakers but

these days the trend has shifted towards TV wherein the daily soaps have taken charge for that

time slot and keeps the homemakers busy. Thus, only 32 respondents prefer this time slot with

the bare minimum requirement of absolute entertainment because audience listening to radio

during these hours are generally found more demanding then others.

87

Where do you listen to radio?

At home

While Trav

elling

While worki

ng

Restauran

t0

40

80

120125 128

360

Place of Listenership

No of listeners

By knowing about the places where the respondents listen to radio, we can derive their attitude

towards radio and their preference over it. From 200 respondents, 128 respondents listen to

radio while travelling so from this we can derive the strategy for the shows on air during the

peak hours of the city. The jazzier and happening these hours would be, the more likeability

and preference of the respondent would be received. This directly coincides with the preferred

time slots and so we can match both to come to a common strategy.

The second preferred location is home which has been preferred by 125 respondents.

Obviously these respondents would be listening to radio for entertainment primarily and then

for relaxation.

88

Generally at work people do not prefer listening to radio while only 36 respondents say that

they listen to radio to get refreshed in their lunch hours. Thus this segment should be catered

with customization i.e. providing shows which makes them feel treated with great importance

thus adding to their listenership.

89

Which voice do you prefer to listen on radio?

30%

46%

25%

Preferred Voice on Radio

MaleFemale

Male voice Female Voice Co hosted Total

Male 29 47 27 103

Female 30 44 23 97

Total 59 91 50 200

90

Male voice Female Voice Co hosted0

5

10

15

20

25

30

35

40

45

50

MaleFemale

From 200 respondents, 93 respondents have a higher preference towards female voice on radio

over other two options out of which 49 are male and 44 are female. The notion that females

voices are more soothing to hear plays a vital role in this preference. Although RJ’s are known

through their wit and spontaneity, their voice and the frequency of their voice play a major role

in changing audience’s preferences. Thus, prime time shows should be suggestively hosted by

female RJ’s to attract audience’s attention.

Again, 59 respondents prefer male voice on radio out of which 29 are males and 30 are females,

which is a marginal difference and is solely due to spontaneous attitude and interaction with

the audience

Co-hosted shows on air have come into existence recently and so, these shows are gaining

more and more preference over time because the pros of both the voices are assimilated in

such shows which enhances interaction.

91

Preference of type of music in specified time bands

TimeSlot

Gazal Bhajan Remix Hindi Latest

English Instr. Regional

Slow Upbeat

6 – 7 AM

- 162 - - - 20 44 10 -

7 – 9 43 22 14 84 - 45 14 24 369 – 11 - - 39 57 - 10 20 50 6311 – 2

PM38 14 30 42 30 - 54 48 28

2 – 5 49 - 24 34 - 24 30 55 295 – 9 - - 54 111 30 - 34 20 51

9 – 11 10 - 74 49 25 30 - 30 1211 – 12 66 - 46 26 34 13 56 64 -12 AM

+34 10 12 18 64 34 11 19 86

Ideal Schedule

Time Slot Category6 AM – 7 AM Bhajans7 AM – 9 AM Hindi Latest

9 AM – 11 AM Upbeat Including Hindi Latest11 AM – 2 PM Retro Including Hindi Slow2 PM – 5 PM Gazals & Hindi Slow5 PM – 9 PM Hindi Latest

9 PM – 11 PM Remixes11 PM – 12 AM Gazal, Hindi Slow & Retro12 AM Onwards English & Upbeat

92

Do you prefer listening to a single radio station?

2%

98%

Preference towards single radio station

YESNO

From 200 respondents, 196 (98%) do not prefer listening to a single radio station. They switch

to different radio stations due to the clutter caused due to excessive commercialization and

advertisements. The people like listening to radio for music and entertainment and so when

they come across such a clutter of over commercialization, they tend to zap between the

channels. Thus radio stations should bring innovative programs which would deal with this

problem and make the audience feel fulfilled with their requirements.

There are only 4 respondents who are hard core loyal to their preferred radio station.

93

Do you like playing games on radio?

2%

99%

Preference towards playing games on radio

YES NO

From the 200 respondents, 197 (99%) do not like playing games on radio. This clear indication

of disregard for games on radio derives that the radio stations should come up with innovative

ways of interaction with the audience rather than the conventional way of interacting with the

audiences on radio.

94

Have you ever played a game on any radio station?

18%

82%

Played games or not

YES NO

Along with being a conventional way of interaction, games are also considered to be unreliable

and boring. The respondents 82% (164) do not trust the procedure and they find it

untrustworthy. Playing games is also considered to be time consuming activity and so

respondents generally prefer listening to radio jus for entertainment and radio and not for the

purpose of interaction.

95

What all qualities do you look forward to in an ideal radio station? RANK

S

#

RADIO JOCKEY

MUSIC INFORMATION ENTERTAINMENT INTERRACTION

TOTAL

1 3 180 11 5 1 200

2 64 6 45 80 5 200

3 64 2 49 84 1 200

4 61 12 78 18 31 200

5 8 0 17 13 162 200

TOTAL 200 200 200 200 200

Applying Mean Averages:

RJ’s MUSIC INFORMATION ENTERTAINMENT INTERRACTION

MEAN AVG.

3.035 1.23 3.225 2.77 4.74

Mean Avg. Rank for each attribute would be as follows:

Thus, their actual ranks would be as follows:

RJ’s

MUSIC INFORMATION ENTERTAINMENT

INTERRACTION

RANKS #

3 1 4 2 5

96

Do you like listening to sparklers?

95%

6%

Sparklers listenership

YES NO

Sparklers used in conjunction with a programme/show to enhance the brand identity of the

programme. They are short timed fillers which increases the listenership and preference of a

particular brand of radio station.

From the 200 respondents, 94% (184) like listening to sparklers which indicates that the

respondents look forward to an entertainment which has got direct element of differentiation

and without interaction. All the sparklers have the same purpose of being short timed fillers to

entertain the audience and so sparklers are highly appreciated because they are interesting and

generate curiosity for something new every time.

All the radio stations should make sure that their sparklers are more entertaining and

interesting which would induce curiosity and ultimately avoid zapping.

97

Which are your favourite sparklers?

Sud

Ghantasingh

Babbarsher

Pappudiya

Irfan CD Centre

0 20 40 60 80100

88

82

15

58

34

Favorite Sparkler

No of Respondents

From the 200 respondents, 88 respondents are ardent fans of Sud from Mirchi. Radio Mirchi 98.3

FM presents Hasi Ke Phuvare with Sudarshan

Please call me Sud

Okay…Sud

C'mon baby, chill!

If you are an avid radio listener, chances are you have heard Sudarshan aka Sud on Radio Mirchi reading

out jokes from his book Hasi Ke Phuvare. Sud's (who fuels many chats in college canteens) candid

remarks leave listeners in splits, at times amused and sometimes even irritated.

This sparkler is coming on air since 5 years and it has silly jokes which have created Sud a brand

in itself.

Myself Ghanta Singh. Born 1947, on the eve of Independence. With Graham Bellji’s blessings, I

make use of telefone. I call people. Ask simple stupid questions. Still people don’t know

answers. And in disgust they slam fone on my face.

Poor they, I pity them.

98

BEWARE. You could be my next target!

Then comes Ghantasingh by Radio One liked by 82 respondents is a classic example of interaction with absolute fun and entertainment wherein Ghantasingh calls different people and irritates the hell out of them until they disconnect their line.

Pappudiya by Red FM is again appreciated by 58 respondents wherein he interviews celebrities and then modifies their interviews to make it utter nonsensical and yet entertaining making fun of them.

Do you listen to radio on weekends?

26%

74%

Listenership on weekends

YES NO

From 200 respondents, the listenership on weekends is not preferred by 74% (148) because

weekends are considered to be times wherein people like to be with family and complete the

work which they cannot do in the weekdays.

99

Do you think there should be different programs on Sunday?

14%

86%

Preference towards different types of programs on Sundays

YES NO

Due to schedule change of radio in the weekends, people find it diverting from their regular

schedule of programs on air and so from the 200 respondents, 171 do not prefer listening to

radio in the weekends.

Thus all the players should keenly make sure that the programs on air on Sundays should be in

line with the weekday’s programs and do not carry a sudden drift of change in the structure or

schedule. Also another important thing which should be considered is that the audience do not

like to change their schedule of listenership and so all the radio stations should follow the same

pattern on Sundays keeping minor changes which keep Sundays more interesting.

100

Can you recall the jingles of the following radio stations?

91.1FM Radio City

93.5FM Red FM

94.3FM M

y FM

95.0FM Radio One

98.3FM Radio M

irchi

04080

120160

59

124156

16

121

Jingle Recall

No of respondents

Jingles of radio stations are one of the strongest techniques for brand recall. The more

impactful jingle is, the more it is remembered. At times jingles which are very appealing in

terms of its music are highly praised and the radio station gains popularity on the basis of those

jingles only.

From 200 respondents, 156 respondents can recall jingle of My FM – “Jiyo Dil Se” which is

remarkably ahead of Red FM and Radio Mirchi whose recall is 124 and 121 respectively. Red FM

says “Bajate Raho” while Mirchi says ”Mirchi Sunnewale Always Khush”

This indicates that the jingle should be appealing and should be consistent. While the jingle of

Radio One and Radio City is low because of inconsistency in their jingle which keeps on

changing and so their audience gets confused and ultimately fail to recall the jingles.

101

Association of radio stations with attitude

7%

41%21%

20%12%

Attitude Check -"Enthusiastic Imagery"

91.1FM Radio City93.5FM Red FM94.3FM My FM95.0FM Radio One98.3FM Radio Mirchi

To check the attitude of the radio stations perceived by the respondents, the imagery was given

and they had to relate the radio stations to that imagery.

From 200 respondents, 81 consider Red FM to be enthusiastic and zestful which stays ahead of

My FM and Radio One which are having a marginal gap having 41 and 10 respondents in their

favour while Mirchi and City are not considered to be enthusiastic.

102

3%

3%

55%

41%

Attitude Check -“Commercialized Imagery"

91.1FM Radio City

93.5FM Red FM

94.3FM My FM

95.0FM Radio One

98.3FM Radio Mirchi

Here clear indication of commercialised imagery is shown in My FM with 109 respondents and

then by Mirchi with 81 respondents favouring them. This image is forms due to excessive ads

and RJ voice ratio over music. This makes a radio station commercial in the eyes of the

audience.

103

67%2%

17%

14%

Attitude Check -“Sophisticated Imagery"

91.1FM Radio City

93.5FM Red FM

94.3FM My FM

95.0FM Radio One

98.3FM Radio Mirchi

The sophisticated imagery is sweeped down completely by Radio City by having 112 out of 200

respondents in its favour. Later 24 and 29 respondents rate Mirchi and Radio One respectively

as sophisticated. This imagery is because there are less number of programs and all the

programs are pertaining to something that makes sense. This imagery is basically reflecting the

perception of people for radio stations which do not play a lot of senseless stuff on air.

104

32%

10%

11%13%

35%

Attitude Check -“Perfectionist Imagery"

91.1FM Radio City93.5FM Red FM94.3FM My FM95.0FM Radio One98.3FM Radio Mirchi

The imagery of being a Perfectionist is shared in competition among Radio City and Radio

Mirchi with 63 and 70 respondents in favour of them respectively. These two stations enjoy this

status due to their holistic mixture of both good songs and good interaction. They give audience

a complete package of entertainment and so they are preferred over other radio stations for

this image.

105

5%31%

24%

41%

1%

Attitude Check -“Confused Imagery"

91.1FM Radio City93.5FM Red FM94.3FM My FM95.0FM Radio One98.3FM Radio Mirchi

Final imagery is “confused imagery” which may be assigned due to mismanagement of

programs and ads and the intention of the station not being clear as in which segment it is

targeting or whom does the radio station wants to cater.

Radio One bears the maximum favour with 81 respondents out of 200 as it positions itself with

a strategy of “Maximum music fatafat” wherein the songs are edited and so its promise fails.

Then with 61 respondents who says that Red FM says “Bajate Raho” without really having a

proper mix of interaction and music. And there is My FM having 47 respondents saying that My

FM because it clearly targets youth while still playing ghazals on Sundays which do not target

youth. So it again bears a confused image.

106

PERCEPTUAL MAPPING AND PERFORMANCE MATRIX

107

PECEPTUAL MAPPING

For knowing the perceptions of the consumers for various radio stations across

ahmedabad on eight dimensions, perceptual map has been generated

The data of 200 radio listeners was collected through the survey.

As there were two variables i.e. multiple independent variable and a dependent variable

discriminant analysis is used as a statistical tool for the final outcome of perceptual map.

For the analysis of the data SPSS soft ware is used

Analysis of findings derived following result:

108

-2.000 -1.500 -1.000 -.500 .000 .500 1.000 1.500

-1.000

-.800

-.600

-.400

-.200

.000

.200

.400

.600

.800

1.000

MY FM

Red FM

Radio City

Radio One

Radio Mirchi

Series2

109

Here on X-axis is Function 1 and on Y-axis is Function 2

Function 1 comprise of jingle recall, games and music

Function 2 comprise of sparklers, RJ and programs on air.

Based on the results of FUNCTIONS AT GROUP CENTROIDS in SPSS the perceptions for

listeners for all five brands has been plotted in the above graph

According to the results radio mirchi is on top where as radio city is the last.

Radio mirchi is perceived to be the best radio station among the listeners as it lies in

positive Quadrant for both the functions. It has a very good jingle recall and music. It

has the best of RJs. It’s Programs on air and sparklers add a novelty to its brand image.

People have a very strong liking of MY FM when it comes to music and Games. The

jingle recall of the station showed even positive response. But it scored low on RJs,

Programs on air and sparklers. A quality and entertaining sparklers were demanded

from consumers. If we compare the 5results of My FM and radio one on function one

there is almost a negligible difference between the two. More focus on RJs Sparklers

and music as per the consumer’s choice and preference can surely show completely

positive results for MY FM.

Radio city shows a positive mark for sparklers, RJ and programs on air. Results show a

high negation in terms of jingle recall, games and music. Jingle recall among the listeners

was very poor for radio city.

The case of Radio one seems to be more critical than MY FM in. Music and games scored

the highest of all. Jingle recall was fabulous. It has even overtaken radio mirchi in case

110

of function. But at the same time there is a drastic downside in case of sparkles, RJ and

programs on air. So maintaining its value for all its strong attributes and even working

and enhancing it’s the attributes that

contribute the highest to its downside can help them to outperform the two players i.e.

Radio mirchi and MY FM.

Radio city showed the poorest of results on both the functions. It showed the highest of

disliking among consumers for games and quality of music. The jingle recall among the

respondents was poor. Programs on air were found below the mark compared to other

four radio stations. Overall it showed a least preference as none of its attributes were

ranked well.

111

Importance / Performance matrix

RJ’S SPARKLERS ENTHUSIASM PROGRAMS ON AIR

JINGLE RECALL OUTDOOR ACTIVITY MUSIC MIX YOUNG IMAGERY

INTERACTION SOPHISTICATION

GAMES COMMERCIALIZATION WEEKEND SHOWS

112

HIGH

LOW

LOW HIGH

ATTRIBUTE IMPORTANCE

ATTRIBUTE PERFORMANCE

ATTRIBUTES TO MAINTAINHIGH LEVERAGE/ ATTRIBUTES TO IMPROVE

ATTRIBUTES TO MAINTAIN LOW LEVERAGE/ ATTRIBUTES TO DEEMPHASIZE

HYPOTHESIS TESTING

113

Chi Square(Q 2)

  2 times 3 times 4 times 5 times 6 times 7 timesColumn

totalBusiness 0 1 0 7 12 4 24

Gradustion 0 11 0 6 8 7 32Homemaker 0 1 0 20 0 2 23

Post gradugation 0 1 0 22 23 6 52

Service 1 7 1 43 8 9 69Row total 1 21 1 98 51 28 200

Fo fe (fo-fe)² (fo-fe)²/fe0 0.12 0.014 0.121 2.52 2.31 0.910 0.12 0.01 0.127 11.76 22.65 1.92

12 6.12 34.57 5.644 3.36 0.4 0.120 0.16 0.02 0.16

11 3.36 58.36 17.370 0.16 0.02 0.166 15.68 93.7 5.978 8.16 0.02 0.0037 4.48 6.35 1.410 0.11 0.01 0.111 2.41 2 0.820 0.11 0.01 0.11

20 11.27 76.23 6.760 5.86 34.39 5.862 3.22 1.48 0.460 0.26 0.06 0.261 5.46 19.89 3.640 0.26 0.06 0.26

22 25.48 12.11 0.4723 13.26 94.86 7.15

6 7.28 1.63 0.221 0.34 0.42 1.247 7.24 0.06 0.0081 0.34 0.42 1.24

43 33.81 84.45 2.498 17.59 91.96 5.229 9.66 0.43 0.04

 Σ (fo-fe)²/fe = 70.398

    χ²cal = 70.398

114

HYPOTHESIS TESTING

H0 : The number of times respondents listen to radio in a week is independent of the occupation of the respondents

H1 : The number of times respondents listen to radio in a week is dependent of the occupation of the respondents

χ²cal = Σ (f0 – fe)²/ fe

Where:

f0 = Observed frequency

fe = Expected frequency

r = No. of rows

c = No. of columns

df = Degree of freedom (r -1)(c - 1) = 25

From the calculation above:

χ²cal = 70.398

χ²tab = 37.652

χ²cal > χ²tab

Thus, H 0 gets rejected . Therefore,

The number of times respondents listen to radio in a week is dependent of the occupation of the respondents

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Chi Square(Q 5)

  < 1 hr 1-2 hrs 2-4hrs 4-8hrs >8Column

totalBusiness 12 4 7 1 0 24

Gradustion 11 7 13 1 0 32Homemaker 0 6 16 0 1 23

Post gradugation 4 8 38 2 0 52

Service 12 36 15 3 3 69Row total 39 61 89 7 4 200

fo fe (fo-fe)²(fo-

fe)²/fe12 4.68 53.58 11.44

4 7.32 11.02 1.57 10.68 13.54 1.261 0.84 0.02 0.030 0.48 0.23 0.48

11 6.24 22.65 3.637 9.76 7.61 0.78

13 14.24 1.53 0.11 1.12 0.01 0.010 0.64 0.4 0.640 4.485 20.11 4.486 7.01 1.02 0.14

16 10.23 33.29 3.250 0.805 0.64 0.81 0.46 0.29 0.634 10.14 37.69 3.718 15.86 61.77 3.89

38 23.14 220.8 9.542 1.82 0.032 0.010 1.04. 1.081 1.04

12 13.45 2.102 0.1536 21.04 223.8 10.6315 30.7 246.49 8.02

3 2.41 0.34 0.143 1.38 2.62 1.9

   

Σ (fo-fe)²/fe = 68.391

    χ²cal = 68.391

116

HYPOTHESIS TESTING

H0 : The time spent on listening to radio in a day is independent of the occupation of the respondents

H1 : The time spent on listening to radio in a day is dependent on the occupation of the respondents

χ²cal = Σ (f0 – fe)²/ fe

Where:

f0 = Observed frequency

fe = Expected frequency

r = No. of rows

c = No. of columns

df = Degree of freedom (r -1)(c - 1) = 20

From the calculation above:

χ²cal = 68.391

χ²tab = 31.410

χ²cal > χ²tab

Thus, H 0 gets rejected . Therefore,

The time spent on listening to radio in a day is dependent on the occupation of the respondents

117

Conclusion

118

Conclusion

We conducted a survey for understanding and analyzing the consumer preference for 94.3 my

fm via visais other competitors in Ahmedabad. We did a survey in Ahmedabad and our target

audiences were between the age group of 18-34, which consisted of students, working males

and females, businessmen and homemakers. From our survey we come to the following

conclusions.

From the sample size of 200 respondents 48% of the population prefers listening to

radio 5 times a week and 26% prefers listening to radio 6 times a week. This listenership

makes them regular listeners of radio.

From the population 142 respondents listen to radio for the sole purpose of relaxation

while 112 respondents listen for entertainment this shows that radio is the medium

considered by the people solely for relaxation and entertainment.

The first hand preference of radio stations when not compared on the basis of any

attributes we found out that 93 respondents preferred Radio Mirchi and 91 preferred

Red Fm where as My Fm get favorability from 69 respondents. In spite of trying out

various unique innovations like “ek ghante main 13 gane ka challenge” and by calling

“RJ’s” as “MJ’s” i.e. Music Jockeys, Radio one could not gain high preference over other

private players. Radio city has also remained the least preferred radio station.

The number of hours spent on listening to radio is dependent on the gender of the

respondents. With more number of males listening to radio for less than 1 hour a day

moves to more listenership of females with the increase in the number of hours of

listenership till 2 to 4 hours a day. When still the number of hours of listenership

increases this gender difference gets equalized.

119

The favorite time band of listenership is 7 am to 11 am because people at that time

enjoy music with their routine work. Even the time band of 9 pm to 12 midnight is

preferred as at that time people are free and like to relax them selves.

As radio is used as a background medium, 128 respondents listen to radio while

travelling and 125 listen to them at their home while doing their routine work.

The preferred voice on radio also depends on the gender of the respondents since 46%

of the respondents prefer female voice on radio wherein majority of them are males.

29% of the population prefers male voice in which majority of them is females .25% of

the population prefers co hosted shows where in majority of them are males.

The preference of type of music for a particular time band helps us derive an ideal

schedule.

98% of the respondents do not prefer listening to a single radio station because of the

clutter due to excessive advertising and commercialization. Thus the respondents zap

between different radio stations to fulfill their requirement of entertainment.

When importance of various attributes was compared we conclude that music is the

most important attribute followed by entertainment, RJ’s, information and interaction

in descending order.

94% of the respondents like listening to sparklers. The most favorite preferred sparklers

are Sud by Radio Mirchi & Ghantasingh by Radio One.

120

74% respondents do not prefer listening to radio on weekends. Also 86% of

respondents do not prefer different programs on Sundays as they do not like to drift

from their regular schedule.

Majority of the respondents i.e. 156 could recall the jingle of My FM which is followed

by Red Fm and Radio Mirchi with 124 and 121 respondents respectively.

We could associate the following:-

Enthusiastic attitude to Red Fm

Commercialized attitude to My FM

Sophisticated attitude to Radio City

Perfectionist attitude to Radio Mirchi

Confused attitude to Radio One

From the perceptual map we conclude that when it comes to jingle recall, games and

music, Radio Mirchi and My Fm are considered to be the best followed by Radio One,

Red Fm and Radio City being the last. While for sparklers, RJ’s and Programs on air,

Radio Mirchi and Red Fm are preferred the most followed by My Fm and Radio city

where Radio one is the last.

121

Recommendations

122

Recommendations

After the analysis of the survey, we would like to give the following recommendations to MY

FM in Ahmedabad.

Reduce the frequency of advertisement. Ads should not be lengthy.

According to the generated performance matrix My Fm’s performance is low in the

important factors like RJ’s, Sparklers, Enthusiasm and programs on air and so innovation

should be inculcated in all these factors.

Although performing very well in games and weekend shows it does not pay back to My

Fm for its brand preference therefore the leverage on these attributes should be

reduced/ deemphasized.

As it is true that radio players are prone to the threat of switching My FM should

continuously try to improve its contents and selection of songs to keep listener’s

interest intact and there by avoiding switching.

As seen from the first hand preference of the listeners My Fm should concentrate on

building the Brand image.

123

BIBLOGRAPHY

124

BIBLOGRAPHY

Philip Kotler, Kevin Lane Keller (12th edition)

Marketing Management (Russel S Winner)

Marketing Research (Rajendra Nargundkar)

Service Marketing (Valarie A. Zeithaml) 3rd edition

FICCI Pwc Report

Roy Morgan Research (Jan – Dec 2008)

IRS 20009 R1

US Radio Advertising Effectiveness Lab (RAEL)

www.rab.co.uk

www.myfmindia.com

www.exchangemedia.com

www.radiomirchi.com

www.redfm.com

www.radiocity.com

www.slideshare.com

www.valuenotes.com

125

ANNEXURE

126

QUESTIONNAIRE

This survey is for sole purpose of collecting data for a survey carried out by N.R Institute of Business Management, for grand project. Information in this survey would not be disclosed for any other purpose. We are grateful to you for your cooperation and time.

1. Do you listen to radio?

Yes No

2. How often do you listen to radio? (In a week)

1 2 3 4 5 6 7

3. Why do you listen to radio? 4. Which radio station you prefer?

Entrainment > 91.1 Radio city

Relaxation > 94.3 My FM

Traffic updates > 95.0 Radio One

News > 98.3 Radio Mirchi

For a radio jockey > 93.5 Red FM Other:_______________________

5. How much time do you spend listening to radio? (In a day) Less than an hour 1-2 hours 2-4 hours 4-8 hours More than 8 hours

6. When do you listen to radio? 7. Where do you listen to radio? 6 am – 7 am > At home

7am – 11 am > While travelling

11 am – 1 pm > While working

1 pm – 5 pm > Restaurant 5 pm – 7 pm 7pm- 9 pm 9pm – 12 midnight

127

8. Which voice do you prefer to listen on a radio? (kindly select any one)

Male Female Co hosted

9. Match your preference of type of music to the respective time bands in which you would like to listen to it (More than one assignment to the same type are allowed)

6am – 7am Gazals7am – 9am Bhajans

9am – 11am Remix11am – 2pm Bollywood Latest2pm – 5pm English5pm – 9pm Instrumentals

9pm – 11pm Regional11pm – 12pm Slow12pm onwards Upbeat

10. Do you prefer listening to a single radio station?

Yes No

11. If NO, for what reason do you switch to other radio stations?

12. Do you like playing games on radio?

Yes No

13. Have you ever played a game on any radio station?

Yes No

14. Do you find the procedure to be easy? How?

128

15. What all qualities you look forward in an ideal radio station? (Rank your preference 1 being the highest and 5 being the lowest)

Radio jockey Music Information Entertainment Interaction

16. Do you like listening to sparklers?

Yes No

17. Which is your favorite sparkler? 18. Do you listen to radio on weekends?

Sud YES: ____ Ghantasingh NO:_____ Babbarsher Papudia Irfan CD Centre Any other (please mention) __________________________________

19. If yes, which is the most favorite station to be heard on weekends?

20. Do you think there should be different type of programs on Sunday?

Yes No

21. If yes, what kind of programs you prefer to listen on Sunday’s?

22. Can you recall the jingles of the following radio stations?

91.1 Radio Mirchi 93.5 Red FM 94.3 My FM 95.0 Radio One 98.3 Radio Mirchi

129

25. Kindly select the Radio Station that you prefer the most for the following characteristics:

Kindly rank them from 1 to 5 where 1 is highest and 5 is the least

SR

NO

YOUR PREFERENCES

IN THE FOLLOWING

RADIO CITY

91.1 FM

RED FM

93.5 FM

MY FM

94.3 FM

RADIO ONE

95 FM

RADIO MIRCHI

98.3 FM

1 Programs on air

2 Overall Music

3 Radio Jockey

4 Games

5 Sparklers

6 Audience Interaction

7 Information

8 Overall Entertainment

26. Kindly relate the following actors to the radio stations according to the characteristics they possess (kindly mark single station for each attitude)

SR

NO

YOUR PREFERENCES

IN THE FOLLOWING

RADIO CITY

91.1 FM

RED FM

93.5 FM

MY FM

94.3 FM

RADIO ONE

95 FM

RADIO MIRCHI

98.3 FM

1 Ranbir Kapoor Enthusiastic

2 Shahrukh Khan Commercialized

3 Amitabh Bachchan Sophisticated

4 Aamir Khan Perfectionist

5 Govinda Mixed and Confused

130

PERSONAL DETAILS:

Name: _______________________________________________________________________

Email ID: ______________________________________________________________________

Age: _____________

Gender:

Male Female

Occupation:

School Service/Job

College Business

Post Graduate Homemakers

131