Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Chennai: FM Radio’s next battleground

06-November-2006
Font Size   16
Chennai: FM Radio’s next battleground

After Delhi and Mumbai, Chennai is emerging as the next FM battleground. The Southern metro has been witnessing heightened FM radio activity in the past two months. Big and Hello FM were launched in September and October, respectively, while Muthoot Group, Radio One and Kumudam Publications are set to enter the FM fray early next year. Radio City, Radio Mirchi and Suriyan FM are the other players currently operating in the city. Foreseeing a tough contest ahead, several existing stations are chalking out strategies to take the bull by the horns while others say they would cross the bridge when they come to it.

Among the five FM stations in Chennai, Radio Mirchi and Suriyan FM have completed more than three years of operation. Radio City, which hit the airwaves three months ago, is pinning its hope on the recent programming makeover, while Malar Publications’ Hello FM believes that its mix programming content is enough to romp home.

Hello FM also has an English fare which is on air every Sunday from 6 pm to 9 pm. The channel also has a programme called ‘Central Station’ where they play Hindi and English music. And Big FM boasts of its pan India presence, celebrity RJs and its positioning as adult contemporary music station. The channel is now trying to position itself as a mass channel.

S K Ramesh, Executive Vice-President and Head-Content, Hello FM, said, “Hello FM has been doing remarkably well and we have not chalked out any pro-active or pre-emptive strategy so far. We have an inherent trend and we understand the local market better than anybody else. However we would keep track of the existing and upcoming FM channel and react if the need arises.”

Subrahmanian Sankaranarayanan, Branch Head, Big FM, Chennai, said, “We want to connect to the people and that is exactly what we have been doing so far. We do not want to compromise on technology, content, coverage and listenership which is the key.”

Lakshmi Sharath, Vice-president, South, Big FM, said, “We want to connect to the larger audience. We want to take the ivory tower of radio to homes, malls, colleges and several other places to make our presence felt everywhere.”

I Ahmed, Programming Head, Radio City, said, “Radio City is an FM station targeting the premium segment and we have revamped our content offering recently to suit the segment we are targeting. Among the present FM players in Chennai, we are different. We play 70 per cent English music. I do not know what the new stations strategy is going to be and we would cross the bridge when we comes to it.”

Officials from Suriyan and Radio Mirchi were not reachable for comment.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In terms of affiliates, India ranks on the top. Spurred by the fast growth of mobile users and hence internet users, there are millions of websites, apps, WAP-sites and blogs using affiliate marketing...

Insecurity in the workplace due to the idea of AI encroaching on your job, or being sidelined at work because of your small town background? Sandeep Goyal has the right answers to help you deal with w...

As National Sales Head at News18.com, Ashish aims to bring on board a maximum number of advertising partners and consolidate the network’s position as a leader in the space.