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RAM Rambling: Big FM gains momentum in Kolkata, but Mirchi still the leader

06-April-2010
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RAM Rambling: Big FM gains momentum in Kolkata, but Mirchi still the leader

Kolkata market in the FM space is seeing a close fight among the top three FM stations – Radio Mirchi, Big FM and Friends FM – for the No. 1 spot. According to the RAM data for SEC ABC 12 plus from week 50 of 2009 (December 6-12) to week 12 of 2010 (March 14-20), Radio Mirchi continues to lead in the Kolkata market.

However, going by the data for the last couple of weeks, Mirch has seen a marginal decline in its ratings, which has narrowed its lead with Big FM, which, on the other hand, has been making steady gains in this market.

However, the 14-week trend shows that Radio Mirchi has successfully maintained its leadership position despite stiff challenges from Big FM and Friends FM. While Friends FM was the No. 2 FM station in the initial few weeks in these 14 weeks, it managed to reach the numero uno position only once on week 51 (December 13-19, 2009) with a marginal lead over Radio Mirchi. Following this, Radio Mirchi reclaimed its No. 1 position, leaving Friends FM and Big FM to fight it out for the No. 2 spot. After some initial fluctuations in its ratings, Big FM in the last few weeks has consistently maintained its position as the No. 2 FM station. In fact, on week 11 (March 7-13, 2010) both Radio Mirchi and Big FM shared the top spot in the Kolkata market.

On week 12 (March 14-20), Radio Mirchi had a market share of 17.6 per cent, followed by Big FM with 16.4 per cent market share and Friends FM with 14.8 per cent market share.

Aamar FM is another FM station in the Kolkata market to have seen some steady rise in its ratings. On week 12, the FM station received a market share of 12.9 per cent.

The other FM station that has made some gains in its listenership is Red FM. From a market share of 7.1 per cent on week 50, 2009, the FM station on week 12, 2010 received a market share of 9.5 per cent. Fever FM, Radio One and Meow FM are the other FM stations competing for the fourth slot.

The other clusters of FM stations in this market include Power FM, AIR FM1 Rainbow, AIR FM2 Gold, Vividh Bharati and Akashavani.

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