FM radio needs to get out to more people as part of pop culture, not merely similar streams of film music that it is perceived to be now. The future need has to be to generate loyal listeners, not the current trend of listeners flirting with a station for the duration of a song then going somewhere else. Loyalties are not happening. This is a unique Indian phenomenon. On the whole, the general RAM numbers are encouraging. The quantum of listenership of FM radio in India seems high, but in reality RAM is not an accurate assessment of the industry success and traction.