Radio players look to women-centric content to tackle skewed listener ratio
While radio content remains more skewed towards male & youth TG, radio players can't ignore the fact that women listeners comprise 59% of the radio universe, and hence
For long, radio has been considered as a transit medium, attracting a sea of listeners during travel time. However, as measurement surfaced for the medium, it was found that women TG are dominant listeners, especially in the 11AM to 1PM and 2PM to 5PM time bands.
According to statistics, women listeners usually tune in while doing household chores, thus making radio an effective background and reminder medium for them. Also, women formed instant attachments with RJ, creating an emotional bond.
exchang4media takes a look at how various radio players engage with women TG to enhance listenership and also give value to marketers who target these time bands.
Content play for women TG
Focus on women TG took centrestage a few years ago with an entire radio station, named Meow, dedicated to women. However, the station had two filters as it catered only to women and was only talk radio, which did not work in the station’s favour. Nonetheless, a number of radio stations offer women-centric content in particular time slots.
“Women-centric shows require a special sensibility around them, along with a holistic view of things that would appeal to the ladies. RJs need to establish a personal connect in case of such shows and speak in a language that is appealing and soothing. These shows are tailor-made, keeping in mind the sensibilities of a modern woman. The shows are spruced up with discussions on current affairs, health tips, problem-solution segments, along with special features,” shared Kartik Kalla, National Programming Head, Radio City.
Radio City targets women TG with various shows such as ‘Mumbai Masala’ hosted by RJ Palak and RJ Sucharita in Mumbai, ‘Ladies.com’ in Hyderabad, and ‘Pengal Special’ dedicated to the women of Chennai.
Radio Mirchi, on the other hand, believes in the balancing act and thus, keeps its content neither too male-centric nor too female-centric. “We target both males and females, there is no gender targeting,” said Tapas Sen, Chief Programming Officer, Radio Mirchi. “Thus, our content will not have topics such as technology or cars, neither will it have recipes or relationships.”
It may be mentioned here that Radio Mirchi Delhi had a women-centric programme named ‘Khubsoorat’, however the tagline of the show was ‘Men not allowed’, thus attracting both the genders at a certain level.
Big FM has been quite active in terms of women-centric programming. “Such programming does not restrict itself to mere beauty tips, cooking and utilities,” said Ashwin Padmanabhan, Business Head, Big FM. “We offer a holistic engagement experience by creating a space which is ‘theirs’. In fact, we have an entire show called ‘Big Memsaab’, which has several features ranging from television, food, entertainment, discussions on subjects of local relevance and more. While this need not alienate the male listeners, it is more female-skewed and has worked beautifully.”
Red FM caters to the women TG with ‘Bhabhi ka Show’, which is aired from 11AM to 2PM and hosted by RJ Pritam Pyaare. Red FM Pune airs a show named ‘Serial Killer’, which gives information and gossips related to television serials, thus attracting women listeners.
According to RAM data, female listeners comprise 59 per cent of the radio universe. In Kolkata, 55 per cent of the listenership is women. Delhi is more male-skewed, while Bangalore sees male and female listeners almost at par. Moreover, brands are increasingly using the medium to target women listeners, thus making women-centric content a good bet.
Engagement with women listeners, which so far persists in small pockets, can expect to see a northward trend. Creating differentiated content is the need of the hour in order to increase engagement with listeners and brands.
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