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RAM Rambling: Fever FM dominates in Delhi during afternoons, Mirchi a close second

30-November-2009
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RAM Rambling: Fever FM dominates in Delhi during afternoons, Mirchi a close second

In an interesting turn of events, Fever FM has emerged as a clear leader in the Delhi market during the afternoon 12 noon to 4 pm slot. The FM player maintained consistency in its leadership position and has moved ahead of the once dominant force Radio Mirchi in the race for supremacy.

According to the 21-week trend (week 26 to week 46), all people 12 years and above, all places of listening, all day from 12 noon to 4 pm, RAM data sees Radio Mirchi in the No 1 position in Delhi in the initial few weeks, following which the FM station saw its ratings slide. On the other hand, beginning week 31, Fever FM saw its ratings surge and after week 33, the FM station zoomed past Radio Mirchi with a market share comfortably over 20 per cent. In fact, week 46 ended with Fever FM getting 28.1 per cent of the market share. Week 35, too, saw Fever FM with a similar market share.

Radio Mirchi ended week 46 ended with a 19.8 per cent market share. During these 21 weeks, the highest peak that the FM station reached was on week 28 with a 25.7 per cent market share. Although Fever FM has emerged as the new leader in the afternoon slot, Radio Mirchi is not too far behind.

AIR FM2 Gold is the third most popular FM station in Delhi during the afternoon slot. Although the government-owned FM station is in third position, its lead over the remaining FM stations is very high.

The other FM stations in Delhi include Red FM, Radio City, Big FM, Radio One, Meow FM and Hit FM, all of whom are closely competing for the third slot.

AIR FM1 Rainbow, Akashavani and Vividh Bharati are some of the other FM stations in Delhi.

According to an industry source, “Gone are the days when afternoon slots in radio were seen as only for women. Today, and especially in Delhi, it is during the afternoon when a lot of people spend a lot of hours traveling, whether it is work related or people returning home, and that is why afternoon slots are very important even in FM radio. Since Delhi is expanding and the city is in the move all the time because of large number of workforce, one can say that afternoon is the new prime time for FM radio and that it is not just for women anymore.”

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