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RAM Rambling: No clear winner in Mumbai; single station dominance ends

05-June-2009
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RAM Rambling: No clear winner in Mumbai; single station dominance ends

Compared to other RAM markets – Delhi, Bangalore and Kolkata, which have a clear leader, the Mumbai market has thrown up a lot of surprises. Red FM, the once dominant FM station in Mumbai, now shares the dais with other prominent FM stations. However, Red FM has managed to maintain its place at the top despite the stiff competition, but only just so. In the current week 21, Red FM is marginally ahead with a 15.8 per cent share of the market.

The last few weeks have thrown a lot of surprises in Mumbai. According to TAM Media Research’s Radio Audience Measurement (RAM) from week 1 to the latest week 21, all people 12 plus and all place of listening, Fever FM is the biggest surprise, starting from week 11 to week 19, where the FM station shows a rapid rise to the top. On week 11, Fever FM had 8.8 per cent of the market share, which it in creased in three consecutive weeks following that. The FM station reached its highest peak on week 18 with a market share of 19.2 per cent, leaving its competition way behind.

Among the other No. 1 players is Radio Mirchi, which reached the top slot with 15.8 per cent share of the market on week 20. The FM station was at its peak in terms of numbers on week 10 with 17 per cent share of the market. Week 21 saw Big FM get a 14 per cent market share, with the station reaching a peak of 16.5 per cent market share on week 1. AIR FM2 Gold had a share of 12.9 per cent on week 21, while Radio City had a share of 11.2 per cent in the same week. Radio City’s share peaked at 17.5 per cent on week 5, taking the FM station to the top slot. Radio One on week 21 had a 5.4 per cent market share, reaching a peak of 7.6 per cent on week 1. Meow FM on week 21 was at 2.4 per cent of the market share.

The other cluster of FM stations in Mumbai includes AIR FM1 Rainbow with 4.9 per cent market share, Akashavani with 3.3 per cent market share, and Vividh Bharati with 2.5 per cent market share on week 21.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.