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RAM Rambling: Big FM, Radio Mirchi and Fever FM top Bangalore mornings

18-August-2009
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RAM Rambling: Big FM, Radio Mirchi and Fever FM top Bangalore mornings

Once the stronghold of Big FM, the Bangalore market now sees stiff competition from Radio Mirchi and Fever FM, at least for the morning listenership. The 17-week trend as per RAM data, all people 12 years and above, all places of listening, day part – 7 am to 11am – from week 15 to week 31 show a tough fight between these three FM players in Bangalore.

The ratings show Big FM maintaining consistency in its leadership position till week 27 and week 29, wherein the FM station trailed behind Radio Mirchi. But weeks 30 and 31 again saw Big FM reach the top slot with 19.3 per cent and 19.4 per cent of the market share, respectively.

Along with Radio Mirchi, Fever FM has also emerged as a strong competitor to Big FM in the morning slot. However, Fever FM has seen a tumultuous ride – 10.1 per cent market share in week 15, 16.2 per cent market share in week 18, and 16 per cent market share in week 31 – while inching closer to Radio Mirchi, which on week 31 got 16.4 per cent share of the market. Week 25 sees Fever FM registering a sharp rise in its station share. What would be interesting to see is whether Fever FM is able to sustain this rise.

If the fight for the top slot is a tough one, the second slot also sees some fierce tussle between Radio City and AIR FM1 Rainbow. FM Rainbow, which had for long managed to stay among the top three FM stations, also saw drop in its ratings. FM Rainbow had reached its highest peak in these 17 weeks with 15.3 per cent of the market share. However, week 31 ended with the FM station getting 11.5 per cent of the market share. Radio City, too, on week 31 ended with 11.2 per cent share of the market, whereas it had reached its highest peak on week 29 with 13.6 per cent market share. The others in this slot include Radio One and SFM.

The other clusters of FM stations in the Bangalore market include Radio Indigo, Vividh Bharati and Akashavani.

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