According to Radio Audience Measurement (RAM), the radio listenership service from TAM Media Research, the Bangalore market has by far remained unchanged, at least in terms of ratings. The 15-week trend, all people 12 plus, all place of listening, shows Big FM as the clear winner in Bangalore with a market share of 21.4 per cent as on week 15. The FM station reached at its peak beginning week one with 25.4 per cent of the market share. Big FM has consistently maintained its leadership position in Bangalore.
Its closest competitor is Radio Mirchi, which comes a distant second with 16.2 per cent market share. The FM station reached its peak on week two with a market share of 21 per cent.
While both Big FM and Radio Mirchi have reserved the first two slots, the real battle is for the third position between Radio One, Fever FM, Radio City, SFM and even the government-owned FM station AIR FM1 Rainbow, which leaves no clear winner. Nevertheless, week 15 ended with Radio One and AIR FM1 Rainbow scoring 12.7 per cent of the station share, Fever FM ended with 12.3 per cent of the market share, Radio City with 9.6 per cent, and SFM with 8.7 per cent of the market share.
The other clusters in the Bangalore market are AIR FM1 Vividh Bharati, Radio Indigo, which ended with 2.6 per cent, Gyan Vani which ended 0.9 per cent, and Akashvani with 0.3 per cent of the market share as on week 15.
According to Sunil Kumar, MD, Big River Radio, “Bangalore players have been mature enough about their market and not got carried away by anything, which is why this market is a good example with differentiated content. Advertisers first and foremost look at the numbers, but they also look at the brand value and the station’s brand value. If at all there is any lesson to be learnt from this market, it would be go niche, because it works.”
Sanjay Sharma, GM, MediaCom, observed, “In the southern market, whether television or radio, the language division comes. Most of the media planners deal with national products, which therefore lead to numbers. I believe radio’s biggest strength is that it allows specific local market inputs, nevertheless, there is a little lack of differentiation among FM stations, which may hopefully change once Phase III is rolled out.”