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IRS 2010 Q1: Kolkata sees impressive growth in listenership; Mirchi, Red FM, Big FM lead the market

15-May-2010
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IRS 2010 Q1: Kolkata sees impressive growth in listenership; Mirchi, Red FM, Big FM lead the market

The Indian Readership Survey (IRS) 2010 Q1 data for the Kolkata market shows impressive growth in listenership. FM stations in the Eastern metro have not witnessed any major decline in their listenership, in fact, out of the 11 FM stations in Kolkata only three have seen marginal decline in listenership, while the others have seen impressive growths.

While it may not be appropriate to compare the half yearly data with the Q1 data nevertheless it is only to get a sense of the listenership trend in Kolkata. Radio Meow for instance, has emerged as the fastest growing FM radio station in terms of listenership, this is followed by Fever FM and Friends FM which received double digit growth in their listenership. On the other hand, Radio Mirchi, Red FM and Power FM are the only FM stations to have witnessed decline in its listenership however the decline is only marginal.

The top three FM stations in Kolkata are Radio Mirchi, Red FM and Big FM. According to IRS 2010 Q1 (last one week listenership) Radio Mirchi has maintained its leadership position in Kolkata however its listenership of Mirchi dropped from 32,17,000 in R2 2009 to 32,01,000 listenership, a decline of -0.50 per cent.

The second most popular FM station is again Red FM with 20,72,000 in Q1 2010 as against 21,23,000 in R2 2009, a decline of -2.40 per cent. Ranked four is Power FM and the only other FM station in Kolkata to have witnessed a decline in its listenership from 13,44,000 in R2 2009 to 12,79,000 in Q1 2010, decline of -4.84 per cent.

Big FM continues to remain at number three in Kolkata with a listenership of 19,32,000 in Q1 2010 as against 19,10,000 in R2 2009, an increase of 1.15 per cent. Aamar FM too witnessed an increase in its listenership from 11,69,000 in R2 2009 to 12,32,000 in Q1 2010, an increase of 5.39 per cent.

AIR FM Rainbow witnessed an increase of 1.57 per cent to 10,35,000 in Q1 2010 as against 10,19,000 in R2 2009. Friends FM, Fever FM and Radio Meow received double digit growth in their listenership. Friends FM witnessed an increase of 16.52 per cent with 6,42,000 in Q1 2010 as compared to 5,51,000 in R2 2009.

Fever FM saw an impressive 27.78 per cent increase in its listenership to 529000 in Q1 2010 as against 414000 in R2 2009. Radio Meow emerged as the fastest growing FM station in terms of listenership, it grew to 4,66,000 in Q1 2010 from 3,61,000 in R2 2009, an increase of 29.09 per cent. AIR FM Gold too witnessed growth in its listenership with an increase of 5.52 per cent to 382000 in Q1 2010 from 362000 in R2 2009.

Vividh Bharati on the other hand remained stagnant in its listenership with 156000 in both R2 2009 and Q1 2010.

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