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RAM Rambling: Fever FM inches ahead in Mumbai, Red FM comes a close second

14-May-2009
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RAM Rambling: Fever FM inches ahead in Mumbai, Red FM comes a close second

The Mumbai FM market has always been an exciting one. Once dominated by Red FM, the market has now turned become highly competitive, bringing in new challenges and surprises. The end of 2008 saw a tough fight between Red FM, Big FM, Radio Mirchi and Radio City for the top slot.

The latest RAM data on the Mumbai market- All people 12 plus, all markets, all place of listening from week 1 to 17 has sprung yet another surprise. Fever FM has climbed up to the No. 1 position as on week 17 with a market share of 17 per cent.

After much fluctuation, the FM station’s upward swing commenced week 11 onwards, where it had a market share of 8.8 per cent, after which there was no turning back for Fever FM. It will be interesting to see whether Fever FM is able to retain its numero uno position in the Mumbai market in the coming weeks.

Red FM, on the other hand, comes in a close second in week 17 with a market share of 16 per cent. The FM station was at its peak on week 11 with a 18.3 per cent market share. Radio Mirchi, with a market share of 15 per cent, is placed third, with the FM station reaching its peak on week 10 with a market share of 17 per cent. Big FM, on the other hand, slid down to 12 per cent market share as on week 17 from the 16.5 per cent market share it had on week 1. Radio City, too, witnesses a slide in its market share to 11 per cent from a peak share of 17.5 per cent in week 5.

Government-owned FM station AIR FM2 Gold reached a value share of 10 per cent as on week 17. The FM station was at its highest with 13 per cent share on week 13. Radio One reached a value share of 7 per cent on week 17, maintaining a consistent value share since week 1, where it was at its highest with 7.6 per cent market share. Meow FM had a market share of 2 per cent as on week 17.

The other cluster in the FM space includes FM1 Rainbow with 5 per cent share as on week 17, Akashavani with 3 per cent share and Vividh Bharati with a 2 per cent share.

Speaking to exchange4media on Fever FM reaching the No. 1 slot in Mumbai, Neeraj Chaturvedi, National Marketing Head, Fever FM, said, “Our rise to the top slot has got to do with more than just our ‘more music and less talk’ policy. We have three new presenters on air, who brought with them their audience. Therefore, not necessarily ‘less talk’, but certainly ‘more music’ has been the mainstay of our product, which has always been there.”

He added, “As a brand we have always taken calculated risk and have always been very innovative, and this is exactly what we intend to going forward and staying on top, by giving our consumers something new all the time.”

Anand Chakravarthy, Senior VP – Marketing, Big FM, observed, “We support RAM completely and don’t question the data as there are ups and downs in the industry. Ratings will change depending on the FM stations’ performance, and what I believe is happening in Mumbai market is that all the FM players are trying out new things, whether refreshing their content or music. FM stations are now doing different things on different shows as a result of which there are temporary gains which are happening for the FM stations. What advertisers also look at is, I believe, the quality of solutions coming from that FM station.”

Red FM and Radio City were unavailable for comments at the time of filing of the report.

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