Overview 2008: Radio Mirchi leads the field in Delhi too
Radio Mirchi has had a great run in 2008, capturing the market in Kolkata and emerging the unbeaten leader in Delhi as well, according to the RAM data. AIR FM2- Gold has beaten the private FM players to emerge the No. 2 player in the Capital. Fever FM, Red FM, Radio One, Radio City, Big FM, Hit FM, Meow FM, AIR FM1- Rainbow, Vividh Bharati and Akashavani follow.
After Mumbai and Kolkata, exchange4media focuses on the Delhi market in the third Overview 2008 series. According to the 2008 RAM data from week 1 to week 51, all people 12 plus, all place of listening, Radio Mirchi is the dominant FM player with a market share of 24 per cent on week 51. The FM station was at its peak on week 25 with a 28 per cent share of the market. Radio Mirchi maintained its top slot throughout the year. Its closest rival, AIR FM2- Gold, was a distant second with a market share of 17 per cent. The Government-owned FM station, which commenced the year with a value share of 12 per cent only, saw its station share increase during the year.
There is intense competition for the third slot in the Delhi market among Fever FM, Red FM, Radio One, Radio City and Big FM. Nevertheless, Fever FM managed to hold on to this slot for a longer period with 12 per cent of the market share. The FM station reached its peak on week 20 with a 13 per cent share. Week 51 saw Red FM end with 11 per cent share, Radio One and Radio City ended with 9 per cent share, while Big FM ended with 7 per cent market share.
The other cluster involves Meow FM, Hit FM, AIR FM1- Rainbow, Vividh Bharati and Akashavani, of which Meow FM, Hit FM and AIR FM1- Rainbow competed for the fourth slot. In week 51, Hit FM ended with a 4 per cent share, while AIR FM1- Rainbow, which had maintained a lead for a longer time for this slot, declined to 3 per cent share, along with Meow FM.
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