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.