With TAM Media Research’s Radio Audience Measurement (RAM) all set to become operational in Chennai, Hyderabad and Kolkata, excitement among the FM radio players is quite palpable. Even though the exact timeline for the introduction of RAM in Chennai is not yet known, radio players in the Southern metro are all ready to welcome it.
Ramaswamy, Station Head, Big FM, considers RAM to be “the best thing that can happen to us, both from the programming and sales point of view. RAM has already proven itself in Mumbai, Delhi and Bangalore.”
He further said, “TSL related data will not just give a better tool to media players as far as credibility before the clients and advertisers are concerned, it will also help the station come up with corrective checks as far as programming content is concerned. RAM being a weekly report comes as a more updated report compared to reports that come on a fortnightly or monthly basis.”
According to Sandeep Sud, VP and Cluster Head, Radio Mrichi, “RAM will not only benefit the station locally, but also help position the Chennai station nationally among the big corporates.”
For Charles, Head of Marketing, Hello FM, “RAM will finally remove the doubts and suspicion regarding the ranks the stations hold on the various aspects of radio listenership.”
LV Navaneeth, Station Head, Radio One, is optimistic about RAM being a welcome change and considers it to be “a systematised measurement system that will help us do away with the perception based research methods, followed by the individual radio stations so far. From the sales point of view, the big corporates are already exposed to the efficacy of RAM, however, Chennai being a highly retail based market, the clients need to be educated about it.”
On the common ground that RAM has been already established as the currency for the audience measurement system in the radio industry, FM players now await RAM’s rollout in Chennai with great optimism.
RAM to be operational in Chennai, Hyderabad, Kolkata soon