In the last fortnight of April, the city saw the launch of two private FM stations, Radio Mirchi and Win 94.6. Radio Mirchi, as we all know is from the stables of Bennet Coleman, while Win 94.6 is an independent company whose promoters have had high success rate in managing FM stations in Sri Lanka. In order to quickly understand the effects (if any!) and initial reactions from cross sections of audiences, we in OMS undertook a small dipstick survey, within two-three weeks of the launch.

We deliberately targeted only the 4-wheeler users, who might or might not have access to FM in the car. This was done due to the fact that a household targeting might have taken more time, resources etc since the starting point of the survey would have been random, and the strike rate of finding a household where at least one member of the family listens to FM would have been very low. Therefore we targeted commercial complexes, multiplexes, and restaurants etc where, in the car park we interviewed some of the respondents. As mentioned earlier we wanted the survey to be timely, cost effective and quick, hence we have deliberately kept it among 4-wheeler users.

• For the feedback of the launch of the new private channels- RADIO MIRCHI and RADIO WIN 94.6, the survey was done among a sample size of 50 (The survey was done before either GO92.5 or Radio City was launched).

• 56% of the sample size was males and 44% females.
• People around Nariman Point and movie theaters- Regal and Eros (Colaba / Churchgate) were asked to fill questionnaires. The questionnaire was kept short (a total of 10 questions), since we caught the respondent while he / she was either in the act of getting in or out of the car.
• The age of the majority of the chosen sample (90%) of males was between 15-38 yrs and of females was between 15-30 yrs.
• 98% of the people were aware of the recent launch of the new FM private channel Radio Mirchi and only a mere 2% were aware of Radio WIN (maybe due to its soft launch)
• Of the 98% of the people aware of the launch, 85% of them were of the age group of 15yrs-30yrs. It was interesting to know that though most of the people are aware of this launch of Radio Mirchi only the younger generation has listened to it… 80% of them!
• Of the 15% of the older sample only 5% had listened to Radio Mirchi while the rest were only aware of the launch, but yet to sample the FM Station.
• It can be inferred from the research that most people (64%) listen to FM mostly in the night or on the weekends; however they were regular listeners of FM.
• 6% of them listened to FM in the mornings and evenings.
• 24% of the listeners are sporadic listeners.
• 2% were afternoon listeners.
• 4% listened to FM in the morning, evening and night.
• About 93% of the sample liked to English music- Rock, Pop, Jazz, Hip hop, Soft music and Heavy metal with a little of Hindi film songs and Indi-pop.
• The other 5% of the sample liked to listen to Hindi music-Indi-pop, film songs [new and old] and Ghazals with a little of English music. The rest 2% were not so particular and listened to both English and Hindi music.
• The show that was particularly liked by 6% was Hello Mumbai; the others felt it was too early for them to name any particular liked show.
• The other recalled shows by 20% of the sample on Radio Mirchi were- College se Canteen Tak, the Buzz, Just Jago, Sundown Show, Good Morning Mumbai, Total Filmi, Bindaas Bol, Line Maro, Bumper to Bumper, Wednesday night Mailbox. College se Canteen Tak and Bindas Bol were also recalled more than the others.
• The RJs were recalled by 32% of the sample. Their favorite was Bryan, recalled by 14% of the listeners, and 12% recalled Erica. 2% also recalled Salone.
• The other RJs recalled were Hrishikesh, Jaffery, Jituraj, Shruti, Preety, Rishi Sid K, Piyush K, Tina, Vinod Advani and Shweta.
• 94% of the people spoken to felt that it was different from AIR FM and 2% felt otherwise. The rest 4% felt it was too early to say anything.
• The reasons given by the 94% who felt it were different from AIR FM were:
  • Most thought that the music of Radio Mirchi was better, livelier, fun, more popular and latest music was played, cool, exiting, more 'happening', 'peppy', 'hipper', younger, more variety and a better collection of music than AIR FM.
  • The next popular aspect about Radio Mirchi was its RJs.
  • Some thought that it caters more to taste of the younger generation unlike AIR FM.
  • Some liked the fact that more English music was played than Hindi music.
  • Others liked that Radio Mirchi did not give news like AIR FM.
  • 5% also felt that there was more clarity and their sound quality was better too.
  • 1% of the sample even felt that the ads on Radio Mirchi were better than on AIR FM.
  • Another interesting point was that the 5%, who had listened to both Radio Mirchi and Radio WIN, felt that Radio WIN was even better than Radio Mirchi though no particular reasons were given.

40% of the sample size gave their suggestions. 25% felt that it was too early for them to suggest anything and the rest 35% didn't think that Radio Mirchi needed to improve in any aspect. Suggestions were:

• Some wanted Party Album to be played on Saturday nights too.
• 15% wanted more of Rock, Jazz, Soft music in the evenings and even suggested specialized music shows [Jazz, Blues, 70's Rock, Classical etc].
• 8% felt that there was too much RJs talking and that needed to be reduced.
• 5% felt that more live requests shows should be added.
• 5% didn't like the name Radio Mirchi and felt that they could do with a better name.
• The rest felt that the Hindi music played in the morning should be stopped.
• Most people have heard about Radio Mirchi and like it a lot. It is certainly different from AIR FM. A very few people [5%] seem to be aware of the launch of Radio WIN but the sample that had heard both of them certainly felt that Radio WIN 94.6 was better than Radio Mirchi.
• Though 64% of the listeners listened to music at nights, the most frequent show recalled is Hello Mumbai that is on air from 8 a.m. to 9 a.m.
• Also the RJs recalled were the RJs of Hello Mumbai and also of 'On the move' and 'Lets Talk'.
• Salone who was recalled by 2% of the sample is the RJ of the shows that were recalled by them too- 'Bindass Bol', 'College se Campus Tak' and 'Baat Ban Jaaye'.