After Mumbai, exchange4media turns the focus on Kolkata as part of the Overview 2008 series on RAM. Data for week 23 to week 50, all people 12 plus, all places of listening, shows Radio Mirchi as the clear leader in Kolkata. The data shows that Radio Mirchi has more or less managed to maintain its leadership position through week 50. However, Mirchi ended week 50 ended with 21.1 per cent share of the market, whereas at its peak the FM player had 24 per cent share of the market in week 32.
Its nearest rival Big FM ended with 17.6 per cent of the market share. The FM station was at its highest peak on weeks 26 and 27 with a market share of 22.4 per cent and remained a close No. 2 FM player in Kolkata.
Next in line is Friends FM, and going by the trends (weeks 23 to 50), the FM station has seen an increase in its ratings. While week 23 commenced with 10.9 per cent of the value share, the current week 50 ended with 16.3 per cent of the value share. The FM station is comfortably placed in the third slot.
Red FM, too, has for long maintained its fourth position. On week 23, the FM station had 10.6 per cent of the market share. Week 50, however, ended with 9.8 per cent of the value share for Red FM.
The placements become a bit unclear after the fourth position, with an intense fight between Fever FM, Amaar FM and Meow FM, which has left with no clear winner. Nevertheless, Fever FM ended week 50 with 8.2 per cent share, Amaar FM had 7.6 per cent share, and Meow FM had 7.1 per cent of the market share.
There is a keen fight for the sixth slot as well, with tough competition between the Government-owned FM stations – AIR FM1- Rainbow and AIR FM2- Gold. While FM1- Rainbow ended with 4.3 per cent of market share on week 50, AIR FM2- Gold on ended week 50 with 3.3 per cent market share.
The other cluster in the Kolkata market includes Akashvani, Power FM and Vividh Bharati.
Overview 2008: Tough fight for top slot amongst FM players in Mumbai