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RAM Rambling: Mirchi has an edge in Bangalore during afternoons, Big FM follows

14-December-2009
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RAM Rambling: Mirchi has an edge in Bangalore during afternoons, Big FM follows

According to RAM data for week 26 to week 47 in the afternoon slot between 12 noon and 4 pm (Monday-Sunday), Radio Mirchi has emerged as the most popular FM station in Bangalore. However, the FM station has maintained consistency in its leadership only in the last five weeks, wherein its ratings surged to the top spot breaking away from the clutter and the close fight for the top spot.

While Radio Mirchi surged ahead in Bangalore in the afternoon time band, the other FM stations that formed the clutter in the top slot included Big FM, Fever FM and AIR FM1 Rainbow. Radio Mirchi ended week 47 with a 21 per cent share of the market, reaching its highest peak share in the 22-week trend, thus making it stay ahead of the curve.

Big FM, on the other hand, was not able to maintain its leadership position during the afternoon time band. While on week 26 the FM station was in the lead with 17.6 per cent share of the market, week 47 saw it slide to 15.2 per cent market share. The only time the FM station reached the top spot were on weeks 26, 41 and 42.

Fever FM is amongst the top three FM stations in Bangalore during afternoons. The FM station managed to reach the top spot during the 22-week trend, but was not able to maintain consistency in its leadership position. It ended week 47 with a 12 per cent market share, down from 13.8 per cent market share on week 41, when the Fever FM had reached the top spot.

Government-owned FM station, AIR FM1 Rainbow, too, is in the top league. However, despite having a marginal lead on week 36 with 18.1 per cent of the market share, the FM station ended week 47 with just 14.2 per cent share of the market.

Now what remains to be seen is whether Radio Mirchi continues to maintain the lead seen in the last five weeks or whether it will give way to some other FM station.

The fight for the second slot is also a tough one, leaving no clear winner. However, this slot is way behind the leader. Radio City, Red FM, Radio One, Vividh Bharati are the FM stations vying for this slot.

The other clusters in this market include Radio Indigo, Akashavani and Gyan Vani.

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