Sumantra Dutta, COO, Radio City

"Radio, being a free mass media, should be allowed to carry News. Without it, a station is denied its true role as an active community participant."

exchange4media News Service 05-February-2003

Sumantra Dutta, COO, Radio City
"Radio, being a free mass media, should be allowed to carry News. Without it, a station is denied its true role as an active community participant."

Sumantra Dutta, after his successful innings with television, is slugging it out. He, as a Radio station honcho, is busy selling the mantra of Radio as an effective medium - apart from helping innovate the programming formats. His recently launched game/quiz show got strong viewer participation.

Here Dutta, Chief Operating Officer, Radio City talks to Ritu Midha of exchange4media on the growth in FM across the country, importance of good content, right strategies, and of course, advertising opportunities.

Q. Lets start with an overview of sorts. At what rate, in your estimate, would FM Radio grow in the country? Growth rate of FM radio in country would directly be in proportion to how many radio stations are going to be set up at how many places, which, in turn, depends on the Government rationalising the license fee structure. If they don't rationalise the fee structure, not many stations would come up. It was very heartening to see in the press that government is looking at revenue share arrangement.

Q. How would it impact the existing radio players who have already paid the license fee? For the first group of FM players who have braved the tough time and set up the medium, there would be some kind of SOP from the government of course. One expects that to happen. You can't be a latecomer and benefit. What happens to the early bird?

Q. Coming back to my earlier question, at what rate, do you think will radio grow in the country? Let me give some statistics. Radio in Mumbai, prior to the launch of FM roughly generated revenue of Rs 22 to 24 lakh. Five and a half months post the launch of FM, revenue has gone to two and a half crore. In a mere six months, because of the five stations the revenue has grown 10 fold.

Growth of radio is like any other media - in first few years it would be exponential. It would be difficult to put a percentage growth on it, but I reckon it should grow 50% year on year in first couple of years, and then slow down to something in the region of about 30%. And then further slow down to about 20% in next couple of years. I don't think we can plan for beyond that!

Q. In your opinion, at what tariff should the radio be sold on, to make some decent monies? If you were to look at the huge amount of investments in the radio, divide by the inventory that they have to sell, it is pretty basic - to understand that radio needs to sell at 15 to 1600 rupees per 10 seconds just to keep their head above water. I think people who are trying to mark it down, are being as foolish as the people who bid very high at the time of radio bidding. It is an extremely sad occurrence that after being in the business and after understanding the cost behind FM radio, one would stoop to such levels to garner business.

I think FM radio as a category has a sizeable place in media, it has to be positioned rightly. Price of the product also ascertains the benefits that a product gives, lower price always seems to suggest that quality of the product is poor and I don't think that Radio City aspires to be looked at like that.

Q. Are you looking at selling radio and television as a package deal? Television does support radio extremely well, media plan that compliments television with radio is certainly far more powerful.

However, For the time being we have taken a conscious decision that radio has to be sold as a stand alone, because we need to build the category and draw attention to it.

Q. In radio 'drive time' is considered to be the prime time… It is a myth. Different advertisers with different marketing goals tell us they have different ideas about what time of day is "prime" for their advertising. It depends largely on the type of product or service advertised as there are those seeking the morning audience, restaurants and movie theatres prefer late afternoons, and some advertisers prefer to target the late night listener, for instance…to order the advertised merchandise through a 24-hour call center.

Savvy advertisers cleverly schedule their spots to hit the listener when they are most susceptible to their message.

Q. Does this reflect in your tariffs? Are your rates same for all the day parts? Not exactly. We have three different rates, primarily there is a rate for morning and evening, another for other day parts and another one for night. Another rate is the one that works in a 12-hour slot - where your ad would be equally spread through the day. Research has indicated that hearing a message multiple times is more effective than reading it.

Q. But isn't radio, more often than not, treated as a secondary medium? It is radio's unique ability to be in the background and yet draw your attention with sonic triggers, which makes it a perfect companion. Besides, the moment you opt for content beyond music, radio becomes far more involving. And it is advertisers' creative ability to use this phenomenon to his advantage that can help him reap benefits of the most cost effective and personal medium like radio.

It's a known fact that most individuals spend far more time within earshot of a radio every day than they do sitting in front of any other media. They don't get up and go to the kitchen or the bathroom when a radio commercial comes on the air!

Q. How does a media planner know that his target group is listening to radio? There is research available for all other mediums. Agreed, there is no accurate listenership data available right now. However music has a universal appeal, and moreover one can actually see the recent trends where people of all socio-economic classes, age and gender have taken to radio. Today one finds an a rich car owner enjoying a Rehman song in his car just as the same song plays on a Rs 60 portable radio for someone traveling in a Bombay local train.

Q. Are you are not planning to experiment with the kind of music you are playing, given the fact that most of the stations have more or less similar music. . Right now, at the maximum, there are five stations in a city, and hence, it is nothing much to worry about - five stations are not even going to scratch the surface.

We do not want to fool around with the listener who is formed a habit with the medium and we want to kind grow that consumer set. We have stuck to the plan, and we will continue to work according to it.

Sequencing of music and day parts you play it in, is as important as the music you are playing. And over and above music, there are features that give uniqueness to the station. It is also about how the RJs connect with their audience in various day parts which makes radio station special in that part of the day.

Q. Coming to Mumbai, how would you say is market different here from the other markets? I think it is unique in the sense that all the five stations have come up in close succession, so the dynamics are different. As there are so many players in the city, there is more scope and reason for experimentation. On the flip side, there are people who will go to the market and sell at low rates just for the sake of survival. As it is, there is hardly any ad pie for radio!

Q. Is it a major disadvantage for FM stations not to be able to carry news? Radio being free automatically makes it the choice of the masses. It is imperative to be able to provide the masses with news and not keep them away from it. Besides, Local news is one of the USPs of a radio station. Without it, a station is denied its true role as an active community participant. The Government should enable the private radio operators with the same freedom to operate freely and independently, within the limits of public decency and national security, as is given to television channels.

Q. Coming to the obvious question, do you think you would be able to retain the listeners that FM 91 Suno, Lakhpati Bano brought in? When there is any contest in any environment in any media, the increase in audience that you get is obviously many times greater than the audience you had before the contest. The audience that has been able to form a bond with the station during the contest period keeps coming back. My personal belief is that most of the people coming on to the station today are coming because of the programming.

Q. Would you say you are better than your competitors in the city? Well, we have been in the business the longest, having launched the first private radio station in the country in Bangalore one and a half-year ago. Coming to Mumbai, I believe we have pretty well understood what the market wants. We researched the market both from music listenership and music taste point of view.

Our endeavour is to give every city the kind of station, and the kind of music they would like to listen to. And we have hit the right cord there. It is essential that radio is live and has the local vocal flavour of the region. Even the numbers we play are different.

Q. Are you conducting research in these markets to identify the numbers to play there? Yes, we are doing extensive research. We are using proprietary research, being used by some of the top stations in the US. I believe that we are the only station in the country to be using that research. Through it, we have been able to ascertain what kind of music would local people in a particular region will enjoy. It is a bit like saying the song on your mind is the song on the station.
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Magic 106.4 FM adds magic to Diwali for its listeners

The radio station held an initiative of home transformation ‘Ghar ko Sajaao’.

exchange4media Staff 5 days ago

radio

Lights, celebrations and lots of sweets: it’s Diwali happiness all around. Festivals are an occasion to usher in the new and to clean up all the old elements. It is the time for transformation of body, mind and soul – everything that you hold dear. Diwali is an auspicious occasion where everyone redecorates their house to welcome the festivities with new and fresh energy.

 

Magic 106.4 FM made this Diwali a little more magical for its listeners through their initiative of home transformations ‘Ghar ko Sajaao’. In this special activity, Magic 106.4 FM invited their listeners to call up RJ Sapna and share a reason as to why their houses deserve a much-needed makeover. One listener narrated the story wherein she welcomed her parents home, while another spoke about celebrating his first Diwali together with his wife. Both having a hectic work life never got a chance to celebrate Diwali together and this time the celebration turned special with a newly decorated home. Compelling stories like these won a free makeover of their home refurbished by Magic 106.4 FM. These emotional stories got a much-deserved happy ending by the radio station.

 

A winner all excited about being selected said, “I was overwhelmed by the gesture made by Magic 106.4 FM for the Diwali contest. Staying away from home, this gift by the radio station will be etched in my memory forever as Magic has made this Diwali truly special for me.”

 

Commenting on the initiative, Nisha Narayanan, COO, Magic 106.4 FM, says “Festivities in India are not just your personal celebration but also about togetherness. At Magic 106.4 FM, we aim to bring alive ‘Jee le zara’ moments for the listeners and ‘Ghar ko Sajaao’ is magical initiative to spread festive cheer amongst the listeners in its true essence. It has always been our endeavour to do something special for the listeners and this time we have given them ‘Diwali magic waali’.”


https://www.facebook.com/1699208573630534/posts/2175967042621349/)

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This Diwali, radio players across the country addressed several social causes

#MeToo, Stree Dum, Iss Saal #MattBajaa, Green Diwali all this and more was heavily discussed on several radio stations across India

exchange4media Staff 6 days ago

radio

2018 Diwali on radio was replete with programming that focussed on social causes apart from the usual entertaining programmes.

Radio City extended its support by displaying solidarity towards the #MeToo movement that has engulfed the country. With a pan-India campaign called ‘StreeDum’, Radio City decided to raise its voice against the constant objectification of women and bring about a positive influence in the patriarchal mentality that sees women as objects of sexual gratification.

The aim of the campaign was to bring about a change in the way men view and treat women on a day-to-day basis. Radio City StreeDum was spread across on-air, on-ground and digital mediums and the idea was to make the topic of sexual harassment and eve-teasing a mass-centric conversation. The communication throughout the campaign was to stop men from addressing women as ‘patakha’, ‘bomb’, ‘fuljhadi’, and ‘item’, and respect them as individuals.

Radio City Mumbai’s RJ Archana and Radio City Delhi’s RJ Ginnie took the campaign a notch higher with their on-air and on-ground activities. On-air, RJ Archana urged the listeners to share their real-life experiences on RJ Salil and RJ Archana’s popular breakfast show ‘Kasa kai Mumbai’. As an extension to the Kar Mumbaikar initiative, she took the campaign on-ground at various locations across Mumbai, where Radio City staged ‘Nukkad Nataks’ with the theme around objectification of women. Apart from leading a widespread conversation on her show ‘Suno Na Dilli’, RJ Ginnie went on-ground across different areas of Delhi and spoke about the issue with Delhiites. The ‘StreeDum’ campaign was also led in Ahmedabad by RJ Aarti. They distributed Radio City branded cracker boxes containing goodies and creative content about ideal ways of addressing women.

Kartik Kalla, Chief Creative Officer, Radio City, said, “With the ‘StreeDum’ initiative, Radio City continues to be a forerunner in tackling social issues and bringing about a positive change. As an extension to the successful ‘Kar Mumbaikar’ initiative we have always aimed at solving citizen-centric problems using the power of radio. Most of us are not cognizant of how unconsciously we perpetuate sexual harassment through seemingly innocuous everyday actions. Each one of us is an agent of change and together we can make a conscious effort to treat women better. I am hoping ‘StreeDum’, an initiative by Radio City, will also see a positive response from Mumbai.” 

RED FM that embraces its proposition and the tagline ‘Bajaate Raho’; asked everyone “ISS SAAL ‘MATT BAJAA’.

They amplified it with a digital leg. Red FM’s Diwali campaign ‘Iss Saal #MattBajaa urged people to celebrate an Eco-Friendly Diwali.  They requested each and every person to click on the link below and mark themselves eco-friendly on FB by changing their profile pics with the Template saved in the link and also urge their friends and followers to mark themselves eco-friendly.

 

www.facebook.com/profilepicframes/?selected_overlay_id=1933539306721757

 Red FM took this campaign Pan India explaining how the pollution caused due to Diwali can hamper daily lives of children, senior citizens, animals and this was communicated with statistics on hazards caused by Air and Sound pollution. Red FM RJs across cities also broadcast air pollution index of different areas in their cities and how there’s a dire need to curb pollution for us to breathe clean air.

 Coming to Radio Mirchi, it also wove in the no-cracker narrative into its programming but with a heavy dose of music thrown in.

 “Our popular RJs across the country absconded. Iss Diwali RJs huye faraar, Mirchi pe suno gaana lagataar. That’s four days of popular, hummable and latest music all day. Our RJs decided to mass bunk and enjoyed this Diwali with their loved ones. Plus, to make your teen-patti nights extra-bright we got you the best dance music – we played our specially curated program, Club Mirchi, every night from 9 pm till 3 am,” said Vishaal Sethia, National Programming Head – Mirchi.

“The entire focus of the activity is on enjoying music and there are various messages built in the communication which speak about not bursting crackers but listening to music instead. There is: Iss Diwali patakhe nahi, Music chalao or Iss diwali Patakha nahin jalega, Mirchi pe music chalega. It is our constant endeavour to encourage conversations about socially relevant topics through entertainment without making them seem like a burden. Our aim was to let this Diwali be pollution free, solution-driven, crime-free, with time for family, green with no crackers and letting Mirchi music drive your blues away,” said Sethia.

Radio Indigo’s Diwali programs and promotions focused on celebrating Diwali in an Eco-friendly manner (Green Diwali).  

“Content was focussed on creating awareness on the ways to celebrate Diwali without causing damage to the environment. We promoted minimal use of fireworks and created awareness on how to avoid bursting crackers past 10:00pm. We also created awareness on the use of biodegradable plates and proper disposal of used flowers,” said Satyanarayana Murthy, CEO, Radio Indigo.  

“We broadcast an interview with the DGP of Fire and Emergencies of Bangalore, MN Reddy and lined up celebrities from the music and film industry to encourage people to celebrate this Diwali in eco-friendly way,” said Murthy.

 

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RAM Week 42: Fever FM took over Kolkata in addition to Mumbai and Delhi

In Bangalore, Radio City maintained its leadership with an improved 25.4 per cent share

exchange4media Staff 3 days ago

RAM Radio Ratings

In Week 42 of the RAM ratings, Fever FM captured the Kolkata market apart from the usual Mumbai and Delhi. Radio City continued to reign in Bangalore.                                             

In Mumbai, in a universe of 12.2 million listeners, Fever FM ruled with 17 per cent share, followed by Radio Mirchi with 14.4 per cent, while Radio City maintained its third spot with 13.3 per cent. Early morning followed by mid-morning and afternoon time band observed the highest listenership on total radio

Fever FM continued to lead in Delhi as well, with 19.3 per cent share in a universe of 16.5 million listeners. Radio City and Radio Mirchi maintained their second and third spots with 13.2 and 12.3 per cent, respectively. Night followed by evening and morning time observed the highest listenership on the radio.

In Bangalore, in a universe of 5.3 million listeners, Radio City maintained its leadership with improved 25.4 per cent share, followed by Big FM and Radio Mirchi. Both held on to their spots with 18.6 and 17.2 per cent share, respectively. Afternoon followed by evening and mid-morning observed the highest listenership on total radio.                                                    

Interestingly enough Fever FM took over Kolkata in a universe of 9.5 million listeners with a share of 21 per cent. Radio Mirchi which has been ruling this market all this while slipped to the second spot with 19.9 per cent. Big FM retained its third position with improved 17.7 per cent. Morning followed by afternoon and mid-morning time band observes the highest listenership on total radio.                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  

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94.3 Radio One Q2 Results: Revenue up 17% to Rs 19.56 cr

EBIDTA up 32% from Q1 2018-19; April-Sept 18-19 EBIDTA up 54.7 per cent compared to Apr-Sept 17-18

exchange4media Staff 1 week ago

RadioOne

94.3 Radio One (Next Radio Ltd) declared its financial results in the board meeting held on November 1, 2018.

 

Revenue was up 17 per cent sequentially from Rs 16.73 crore in Q1 2018-19 to Rs 19.56 crore in Q2 2018-19.  EBIDTA was up 32 per cent from Rs 2.54 crore in Q1 2018-19 to Rs 3.37 crore in Q2 2018-19.

 

In a Q2-to-Q2 comparison, revenue was up 3 per cent in Q2 18-19 as compared to Q2 17-18. Q2 18-19 EBIDTA at Rs 3.37 crore was up 13.4 per cent over Q2 17-18 at Rs. 2.97 crore.

 

The half year performance of the company, April to Sept 2018,  saw a revenue growth of 4.8 per cent from Rs 34.46 crore in Apr-Sept 17-18 to Rs 36.29 crore in Apr-Sept 2018-19. Further, the network recorded a superlative EBIDTA growth of 54.7 per cent from Rs 3.27 crore in Apr-Sept 17-18 to Rs 5.91 crore in Apr-Sept 18-19.

 

Talking about the results, Vineet Singh Hukmani, MD & CEO Next Radio Ltd, said, “Despite an overall commoditized & therefore difficult media market in the first half of the year, that continues to witness single digit topline growth, we were able to maximize  efficiencies across functions resulting in substantial EBIDTA growth in our radio business.  In our 11th year, we continue to be India’s No1 international radio network in Delhi Mumbai & Bangalore and only premium Hindi network in Pune Kolkata Chennai & Ahmedabad.”

 

“We have not only strengthened our position with unique engaging content designed for our 5.94 million upscale listener tribe (IRS 2017), but we now have a means to measure brand consumption & preferences of our high value audience using our innovative audience tracker called the International Indian Monitor. This pioneering effort offers unique value to our advertisers in creating powerful & engaging conversations with our unique tribe on air & online,” Hukmani said.

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RAM Week 40: Radio City and Radio Mirchi lead in Bangalore and Kolkata respectively

Fever FM continued to lead in Mumbai and Delhi with 17.4 per cent and 19.6 per cent respectively

exchange4media Staff 25-October-2018

RAMRatings

In Week 40 of the RAM ratings, Fever FM continued to retain its leadership position in Mumbai and Delhi. Radio City and Radio Mirchi retained their top positions in Bangalore and Kolkata, respectively.

In Mumbai, in a universe of 12.2 million listeners, Fever FM ruled with 17.4 per cent share, followed by Radio Mirchi with 14.4 per cent. Radio City climbed to the third spot with 13.3 per cent. Early morning followed by mid-morning and morning time band observed the highest listenership on total radio.

Fever FM continued to lead in Delhi as well, with 19.6 per cent share in a universe of 16.5 million listeners. Radio City and Radio Mirchi maintained their second and third spots with 13.5 and 12.3 per cent, respectively. Mid-morning followed by night and early-morning observed the highest listenership on total radio.

In Bangalore, in a universe of 5.3 million listeners, Radio City maintained its leadership with improved 26.2 per cent share, followed by Big FM and Radio Mirchi. Both held on to their spots with 18.6 and 16.9 per cent share, respectively. Afternoon followed by evening and night observed the highest listenership on total radio.

Radio Mirchi, Fever FM and Big FM retained the top three spots in Kolkata in a universe of 9.5 million listeners, with a share of 19.7 per cent, 18.2 per cent and 16.7 per cent, respectively. Afternoon followed by morning and mid-morning observed the highest listenership on total radio.

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RAM Week 39: Fever FM leads in Mumbai and Delhi again

Radio City and Radio Mirchi retain top positions in Bangalore and Kolkata, respectively

exchange4media Staff 19-October-2018

RAM Radio Ratings

In Week 39 of the RAM ratings, Fever FM continued to retain its leadership position in Mumbai and Delhi. Radio City and Radio Mirchi retained their top positions in Bangalore and Kolkata, respectively.

In Mumbai, in a universe of 12.2 million listeners, Fever FM ruled with 17.5 per cent share, followed by Radio Mirchi with 14.6 per cent. Big FM climbed up to third spot with 13.2 per cent. Early morning followed by mid-morning and afternoon time band observed highest listenership on total radio.                                                                                                                                        

Fever FM continued to lead in Delhi as well, with 19.5 per cent share in a universe of 16.5 million listeners. Radio City and Radio Mirchi maintained their second and third spots with 12.8 and 12.5 per cent, respectively. Early morning followed by evening and mid-morning observed highest listenership on total radio.

In Bangalore, in a universe of 5.3 million listeners, Radio City maintained its leadership with 25.7 per cent share, followed by Big FM and Radio Mirchi. Both held on to their spots with 18.9 and 16.8 per cent share, respectively. Mid-morning followed by afternoon and evening observed highest listenership on total radio.

Radio Mirchi, Fever FM and Big FM retained the top three spots in Kolkata in a universe of 9.5 million listeners, with a share of 19.6 per cent, 18.4 per cent and 17.7 per cent, respectively. Morning followed by mid-morning and afternoon observed the highest listenership on total radio.

 

 

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Festive cheer: Radio industry looks at double-digit growth

The growth is driven by interest from new category of advertisers such as e-commerce, OTT, BFSI, besides the regular FMCG, consumer durables and automobile players

Madhuwanti Saha 19-October-2018

festivallogo

After passing through economic hurdles in the form of demonetisation and GST, 2018 has been a moderately better year for the radio broadcasting industry as most players have shown signs of a healthy growth. And the festive time, it seems, is only adding to this positive mood, with the industry looking at double-digit growth in the season, driven by renewed interest from advertisers beyond just FCT.


Cautious optimism

Ashish Bhasin, Chairman & CEO of South Asia Dentsu Aegis Network -Aegis Group, too expects better growth during festivals this year compared to last year. He, however, choses to define the mood as “cautiously optimistic”.

“This festive season, I am expecting a 10-12 per cent increase over last year for radio. Generally, the year is better compared to previous year as economic conditions look better,” he says.

Preeti Nihalani, National Revenue Head, Radio Mirchi, is also of the opinion that the festive season looks “moderately optimistic”, though she declines to put a number to it.

Nihalani says, “Radio should report reasonable growth in the festive quarter of October-December, with segments like FMCG, e-commerce and Media & Entertainment growing their spends. Also, political advertising will add to the growth with five states going in for elections in this quarter."

However Nihalani also cautions, “The rising dollar may act as a dampener to this growth. Increased cost pressure on companies may lead them to adjust their marketing spends. This may impact sectors like auto, handsets, consumer durables etc.”

Mirchi, meanwhile, is expanding and is on its way to complete a network of 76 stations in 63 cities. “This addition of new inventory will certainly add to the growth spurt. As a result, we are looking at a decent growth largely on the back of new station launches and political advertising. Other than that, this is an activation-heavy quarter for us and there are many new events we are doing this year which will give us good growth,” she says.

Red FM too is eyeing “very good double-digit growth month-on month between September and December 2018 to compensate a rather moderate year in H1,” shares Nisha Narayanan, COO & Director, RED FM

On the other hand, Big FM is seeing a 30 per cent growth in the business. Asheesh Chatterjee, CFO, Big FM, says, “October and November pipeline looks impressive. The network recently announced a 12-15 per cent hike in ad rates in core markets.

MY FM is anticipating “higher double-digit growth” as compared to last year’s festive period.

Advertisers, meanwhile, are trying to make the most of the festive spirit. For instance, online furniture brand Pepperfry has invested significantly more on radio for their Diwali campaign-- ‘Diwali toh sab ke liye.’ They have associated with top four-five channels each in six big cities.

Kashyap Vadapalli, CMO, Pepperfry, says they have valid reasons for it. “We have noticed more stickiness on radio among audience today as against earlier. We use it as a support for television.”  So the brand allocated 15-20 per cent of TV budgets (ranging from Rs 5 crore to Rs 10-12 crore) on radio, he says.

 

Interest from new category of advertisers

Besides the regular FMCG and consumer durables categories, e-commerce, mobile wallets and OTT players also seem interested in putting their advertising moneys in radio this festive season.

Bhasin feels that some categories are using the medium more than others. “For example, radio is being used to promote lot of financial instruments such as mutual fund. Automobile players use it pretty regularly. Also, around festive season; between Ganpati and Christmas; local retailers get active,” he adds.

For Big FM, e-commerce and BFSI are playing an important role. “Categories such as FMCG, consumer durables and automobile are also not left behind,” informs Chatterjee.

Red FM too is seeing participation of all major brands, “especially the dotcoms and telecom handsets”. Narayanan adds, “In retail, one can see momentum picking from real estate, jewellery and lifestyle clients.”

Nihalani of Mirchi is seeing increasing participation from OTT players on radio. She explains, “Aggressive battle for viewership among players such as Zee5, Netflix and Hotstar is audible on all leading radio frequencies. Newly kindled competition among mobile wallet players has further fuelled advertising growth for radio across stations. All of them want to maintain high share of voice.”

Similarly, for My FM, automobile, lifestyle, consumer durables and real estate are the big categories. Rahul Namjoshi, Business Head, MY FM, adds, BFSI has now become a regular round-the-year advertiser with us.”

Going beyond FCT

Given the consumer’s stickiness to radio, advertisers are increasingly looking beyond FCT to reach out to its TG. For instance, Big FM has partnered with advertisers for deep integration, longer tenure and sponsorship sales to provide them a clutter-free experience. Chatterjee points out that such campaigns run for two-three months.

He says, “Bigger play is in deep content integration. Some of our key shows are getting sponsors. We have nine initiatives in this festive season. Each of those programming elements are getting integration. This is the start. We think content is going to play a big role.”

On the FCT front, the CFO shares that Big FM has opened up the weekend and non-prime time hours for smaller businesses to balance inventory “in an intelligent manner”.

Even Narayanan mentions that brands are looking at integration and native advertising. She offers, “We approached, and many came to us, asking for innovation beyond routine advertising. And at one point, we had to decide from many to go ahead for more than FCT.  We have executed Flipkart, Nerolac, Vodafone, HP, USL concerts during this festive period.”

Even Pepperfry did content integration with a channel who was doing a show on homes. “We partnered with them to give away prizes,” shares Vadapalli.

My FM works out a customised solution for each category. Namjoshi shares an example, “So, for eg, to boost the real estate business, we did a seven-day real estate conclave. This was purely an on-air property wherein experts across various domain such as RERA chief, urban development chief and various bank heads were on air with us to help clear doubts & queries of homebuyers.”

Radio Mirchi too has multiple properties under Mirchi Activations, one of their fast growing business verticals that offer opportunities for advertisers. Nilhani points out, “This festive season, we have many opportunities for the advertisers, starting from Rock and Dhol – the most premium Navratri dandiya nights of Ahmedabad and eight other cities of India; Green Marathon across 15 cities and Neon Runs – night fun run in 23 cities. Many brands such as SBI and Gaana have continued there associations on one or more of these properties.”

She adds, “We organised Bryan Adams - The Ultimate Tour to India. Next in line is Martin Garrix 2-city tour in December. We recently also launched Mirchi Play’s first Hindi web series, ‘Mauke Pe Chauka, Sehwag ke Saath’ on our YouTube channel. We have a very interesting pipeline in this space too.”

Senior Correspondent, exchange4media, Mumbai Madhuwanti reports on marketing, OTT and radio with a focus on trends. Based in Mumbai, she has worked across lifestyle, culture, television and retail industry.

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RAM Week 38: Fever FM leads in Mumbai and Delhi again

Radio City and Radio Mirchi retain top positions in Bangalore and Kolkata, respectively

exchange4media News Service 09-October-2018

RAM Radio Ratings

In Week 38 of the RAM ratings, Fever FM continued to retain its leadership position in Mumbai and Delhi. Radio City and Radio Mirchi retained the top positions in Bangalore and Kolkata, respectively.

In Mumbai, in a universe of 12.2 million listeners, Fever FM ruled with 18.1 per cent share, followed by Radio Mirchi with 13.5 per cent. Big FM climbed up to third spot with 13.3 per cent. Early morning followed by afternoon and mid-morning time band observed highest listenership on total radio.                                                                                                                                

Fever FM continued to lead in Delhi as well, with 19.2 per cent share in a universe of 16.5 million listeners. Radio City held on to second spot with 13.1 per cent. Mirchi took the third spot with 12.2 per cent. Early morning followed by afternoon and mid-morning observed highest listenership on total radio.

In Bangalore, in a universe of 5.3 million listeners, Radio City maintained its leadership with 25.8 per cent share, followed by Big FM and Radio Mirchi. Both retained their spots with 18.9 and 17 per cent share, respectively. Afternoon followed by evening and mid-morning observed highest listenership on total radio.

Radio Mirchi, Fever FM and Big FM retained the top three spots in Kolkata in a universe of 9.5 million listeners, with a share of 19.2 per cent, 18.1 per cent and 16.6 per cent respectively. Morning followed by afternoon and mid-morning observed the highest listenership on total radio.

 

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Big FM ups core market ad rates by 12-15% this festive season

Also launches 10 programming initiatives this festive season

exchange4media News Service 04-October-2018

With markets stabilizing post demonetisation and the implications of GST, BIG FM has spiked its national as well as region specific rates for the upcoming festive season.

Parallelly, BIG FM is also looking at partnering with advertisers for deep integration, long tenure and sponsorship sales. The radio network is invariably looking at providing a clutter free experience by reducing ad inventory in key markets. The radio network intends to increase rates by approximately 12 – 15 % in core markets and a rate correction Rs. 25 – 35 / 10 secs in smaller stations.

Commenting on the same, Asheesh Chatterjee, CFO, BIG FM, says, "The idea is to offer our advertisers with unique value proposition by providing plethora of festival spikes, unique integration restricting cloud burst and providing extremely good ROIs for advertisers. With 90% of our stations ranked amongst the top stations as per IRS 2017, we look forward to seamlessly serving our advertisers and listeners with interesting and exciting content.” 

 


Radio penetration has showed a growth of nearly 100% across India between 2014 and 2017 as per a report by IRS. Only 35% of Indians have access to the internet as compared to broadcast radio which has access to 99% of the Indian population. Radio medium also holds far stronger position over internet in priority states including Bihar, MP, Tamil Nadu, UP, West Bengal, Orissa etc.
Tags Big fm
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RAM Week 36: Fever FM leader in Mumbai and Delhi again

Radio City and Radio Mirchi retain top positions in Bangalore and Kolkata, respectively

exchange4media News Service 27-September-2018

In Week 36 of the RAM ratings, Fever FM continued to retain its leadership position in Mumbai and Delhi. Radio City and Radio Mirchi retained the top positions in Bangalore and Kolkata, respectively.

In Mumbai, in a universe of 12.2 million listeners, Fever FM ruled with 17.3 per cent share, followed by Radio Mirchi and Radio City with a 13.5 per cent and 13.1 per cent share, respectively. Early morning followed by mid-morning and afternoon time band observed highest listenership on total radio.

Fever FM continued to lead in Delhi as well, with 18.7 per cent share in a universe of 16.5 million listeners. Radio City and Radio Nasha with 12.7 per cent and 12 per cent share held the second and third positions, respectively. Evening followed by mid-morning and afternoon time band observed highest listenership on total radio.

In Bangalore, in a universe of 5.3 million listeners, Radio City maintained its leadership with 25.3 per cent share, followed by Big FM and Radio Mirchi. Both retained their spots with 19.4 and 17.1 per cent share, respectively. Afternoon followed by mid-morning and evening time band observed highest listenership on total radio.

Radio Mirchi retained its number one position in Kolkata in a universe of 9.5 million listeners, with a share of 19.3 per cent, followed by Fever FM in the second spot and Big FM in the third with 17.9 per cent and 17.3 per cent share, respectively. Afternoon time band, followed by mid-morning and morning observed the highest listenership on total radio.
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