Top Story


Home >> Media - Radio >> Article

Chennai: FM Radio’s next battleground

Font Size   16
Chennai: FM Radio’s next battleground

After Delhi and Mumbai, Chennai is emerging as the next FM battleground. The Southern metro has been witnessing heightened FM radio activity in the past two months. Big and Hello FM were launched in September and October, respectively, while Muthoot Group, Radio One and Kumudam Publications are set to enter the FM fray early next year. Radio City, Radio Mirchi and Suriyan FM are the other players currently operating in the city. Foreseeing a tough contest ahead, several existing stations are chalking out strategies to take the bull by the horns while others say they would cross the bridge when they come to it.

Among the five FM stations in Chennai, Radio Mirchi and Suriyan FM have completed more than three years of operation. Radio City, which hit the airwaves three months ago, is pinning its hope on the recent programming makeover, while Malar Publications’ Hello FM believes that its mix programming content is enough to romp home.

Hello FM also has an English fare which is on air every Sunday from 6 pm to 9 pm. The channel also has a programme called ‘Central Station’ where they play Hindi and English music. And Big FM boasts of its pan India presence, celebrity RJs and its positioning as adult contemporary music station. The channel is now trying to position itself as a mass channel.

S K Ramesh, Executive Vice-President and Head-Content, Hello FM, said, “Hello FM has been doing remarkably well and we have not chalked out any pro-active or pre-emptive strategy so far. We have an inherent trend and we understand the local market better than anybody else. However we would keep track of the existing and upcoming FM channel and react if the need arises.”

Subrahmanian Sankaranarayanan, Branch Head, Big FM, Chennai, said, “We want to connect to the people and that is exactly what we have been doing so far. We do not want to compromise on technology, content, coverage and listenership which is the key.”

Lakshmi Sharath, Vice-president, South, Big FM, said, “We want to connect to the larger audience. We want to take the ivory tower of radio to homes, malls, colleges and several other places to make our presence felt everywhere.”

I Ahmed, Programming Head, Radio City, said, “Radio City is an FM station targeting the premium segment and we have revamped our content offering recently to suit the segment we are targeting. Among the present FM players in Chennai, we are different. We play 70 per cent English music. I do not know what the new stations strategy is going to be and we would cross the bridge when we comes to it.”

Officials from Suriyan and Radio Mirchi were not reachable for comment.


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

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business