Big 92.7 FM intends to be planned in its approach – be it content or marketing. In the process, the radio network has conducted an Audience Research Analysis, which has done mood mapping of a sample audience covering six markets with over 6,000 respondents and tested more than 7,000 songs. The findings have guided various functions and strategies of the station.
Not that radio research wasn’t seen prior to this, but Big 92.7FM has used the tool in a significant way to guide the strategies of the network. Based on the Audience Research Analysis, the station has derived pointers that have led to the kind of content that would be heard on Big 92.7FM stations, and also the communication that the network intends to use for its listeners. The network outsourced IMRB for this research.
Anand Chakravarthy, Marketing Head, BIG 92.7FM, explained that the research mapped the mood and level of activity in a listener’s daily life, in the process generating content and communication that was more relevant, leading to stickiness and in the longer run, brand loyalty for the network.
He said, “We are very clear that we have to create a brand that is relevant to different kind of TGs present in the 45 markets that Big 92.7FM will be present in. The whole approach to radio as a medium is different in these markets and hence, we have to be clear on our strategies, so that not only the station benefits but the category radio establishes further.”
Big 92.7FM officials claimed that nearly Rs 2 crore was the initial investment in undertaking this research and that there would be regular budgets allocated to research going further. The station would be closely monitoring findings to ensure regular changes.
The in-depth research has helped finalise the station’s content positioning, which will be Young Adult Contemporary. Some of the initiatives will see aspirational RJs and a contemporary mix of programmes.
Another important content strategy of the station is ‘Acknowledgement of local heroes in our society’. Big 92.7FM aims to honour the deserving common man who works relentlessly and voluntarily for the betterment of society.
Key shows will be hosted by personalities like Pallavi Joshi and Vrijesh Hirjee in Mumbai, Mona ‘Jassi’ Singh and Gaurav ‘Nandu’ Ghera in Delhi, Kaushik and Sheilajit in Kolkata, C K Chandru and Dayanand in Bangalore, Uma Riaz Khan in Chennai and Jhansi in Hyderabad. These celebrities will interact with listeners in their language as they share their emotions on a daily basis, adding to the aspirational appeal of the station. In addition to this, there will also be a unique spiritual show hosted by Shweta Tiwari.
Speaking more on the rationale behind the research, Chakravarthy said, “We wanted the see the way people talk about radio and react to radio as a category. India is unique in a manner of speaking given that the populace is exposed more to television than to FM radio. We need to understand the image of radio in markets, the listenership profiles and so on. The very performance of radio is based on that.”
He explained that the research pointed at the opportunity present in this domain to grow radio listenership and the fact that for a station like Big 92.7 FM it only got better given that the channel would be present even in non-radio markets.
He also divulged that the study had allowed the station to analyse more on how listenership has built in the last five years, what the profile of listeners who came in this category was and also more on people who came in the category but didn’t stay and reasons for this.
The research was conducted in the FM active markets at present and there is insight also on the age of listeners, which appears to be young, of the slightly upper SEC and indicating higher disposition towards music – they own music systems, watch music based programmes, and the non-listeners have some contradicting traits.
Chakravarthy cited an example that in a city like Mumbai, where a large part of the populace belonged to the working class, the morning hours were high on activity with people rushing to work. However, in a city like Delhi, where a large portion of the audience belonged to the business class, mornings began later than Mumbai and hence, were less rushed.
A significant point identified for non-listeners is the lack of relevance – the older audience thinks it’s a college-goers’ medium of entertainment, while the younger audience thinks it is for the poor people who do not have TV. Similarly, the housewife does not associate with what she’s been hearing on the radio so far and hence is not a subject of discussion the way the saas-bahu programmes are.
Hence, this is one of the key areas that the network would be focussing on. The research also includes a music analysis where the kind of music people in different parts of the country listen to, the language preferences and other such factors have been observed.