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RAM Rambling: Mirchi maintains lead in Delhi; Fever FM intensifies fight for second slot

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RAM Rambling: Mirchi maintains lead in Delhi; Fever FM intensifies fight for second slot

There are nearly 12 FM stations in Delhi including the government owned FM stations. There has been no match yet for Radio Mirchi, which is the leading FM station in terms of numbers (source: RAM, all people 12 plus, all place of listening). However, the fight for the second slot has intensified. If Radio Mirchi was placed way ahead of the rest in the Capital, then the government owned AIR FM2 had for long kept the second slot to itself. However now, Fever FM, though at a distance from the number one, but has emerged as the number two FM station in the Delhi market, in affect changing the entire equation.

RAM data shows that Radio Mirchi had cornered 23.6 per cent of the market share in week 21, the FM station reached its highest peak on week 4 with a whopping 30.5 per cent of the market share- the highest this year leaving its second rung competitor AIR FM2 Gold with merely 14.2 per cent of the market share.

The year 2009 has seen Fever FM emerge strong in Delhi. The station has overtaken the government owned FM station for four consecutive weeks (12- 15 weeks) and even on week 17. Nevertheless week 21 saw Fever FM and AIR FM2 neck and neck with 15.8 and 15.9 percent of the market share, respectively. Fever FM had reached its highest peak in week 12 this year, with 19.4 percent value share. This is a constant rise from the 9.8 percent that the station had in the beginning of the year.

The fight for the third slot is being intensely fought between Radio City and Red FM receiving 9 and 8.9 percent of the value share respectively in week 21. This week also saw Big FM get 6.1 and Radio One get 6.5 percent of the market share. Following them, Meow FM scored 5.3 per cent in the week. In the last cluster of channels in Delhi, Hit FM and AIR FM1 Rainbow FM scored 3.3 percent each followed by Vividh Bharthi and Akashavani with 2 and 0.2 percent of the market share respectively.

Speaking on the growth that Fever FM has been seeing, Sunil Kumar, MD Big River Radio observed, “For Fever, it is consistent and aggressive marketing followed by positioning that has paid dividends for them. They have even followed consistent programming rather than innovative programming wherein they have stuck to the ‘more music less talk’ position, and they have delivered on it.”


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