Top Story

e4m_logo.png

Home >> International >> Article

Response to Radio City overwhelming: Quantum Market Research

19-September-2001
Font Size   16
Response to Radio City overwhelming: Quantum Market Research

According to a qualitative research study conducted by Quantum Market Research Private Limited the response to Radio City, India’s first private FM station, has been overwhelming. Quantum’s study has been conducted a month after the launch. The study encompasses three SEC groups—SEC A1, A2 and B1. Males and females in the 18-40 age group comprised the target group. Radio is viewed as a constant form of entertainment—even when the power goes off.

The average time spent on listening to radio varies from about 3 hours to about 7-8 hours. The listening time, over the weekends, is generally higher. Significantly, most of the listeners listen to radio during work hours, while many housewives listen to it through the day.

Most consumers owned more than one form of device on which radio is received. The age group that is most comfortable with radio is the group over 12 years old. The study estimates that this figure would have been 30+ prior to the launch of private radio stations. On Radio City, most consumers have enjoyed their initial experiences and have said it has been different and unlike any radio channel aired.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

The global streaming service is making up for lost time by adding three more Indian original series to its local content library

In association with few top radio channels in Delhi, Dettol SiTi Shield reinforces the hazards of breathing polluted air

Designed and conceptualised by WATConsult, ‘Ride For Legends’ is an initiative to salute unsung legends of the country