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RAM Rambling: Radio Mirchi continues Kolkata lead; Friends FM gets competition

10-June-2009
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RAM Rambling: Radio Mirchi continues Kolkata lead; Friends FM gets competition

The FM market in Kolkata has been seeing a steady order for some time now, at least in terms of numbers. The 21-week trend graph comparison from TAM Media Research’s Radio Audience Measurement (RAM), puts Radio Mirchi as the leading FM station in Kolkata. Mirchi is followed by Big FM, Friends FM and Aamar FM. While Radio Mirchi has long dominated the Kolkata market its closest rival, Big FM, is not far behind.

Even Friends FM, which has occupied the third slot for a long time now has got unexpected competition from Aamar FM, which has seen a steady rise in its ratings. Interestingly both Friends FM and Aamar FM are Kolkata based FM stations.

RAM data is calculated for all 12+, all places of listening for all day and all week.

Data – Up close & Personal..

The 21-week trend shows Radio Mirchi commencing the year with some intense competition from Big FM wherein its market share was 18.7 as compared to 18.2 of Big FM. As the year progressed, Radio Mirchi improved its ratings and week-21 that is the latest RAM week, ended with Radio Mirchi receiving 18.2 percent of the market share and Big FM getting 15.2 percent. Big FM’s peak ratings have come in week one (with 18.2 percent) and then again in week 18 (with 18 percent) of the market share.

Friends FM, which was comfortably placed in the number three position in Kolkata ended with 12 percent of the market share -- a slight dip from the previous week. The FM station saw its highest market share in week 15 with 14.5 percent. Aamar FM has been rising steadily over the past few weeks. While Aamar has maintained its fourth position in Kolkata, the interesting aspect is the narrowing distance between the third and the fourth slot. The distance has narrowed down to such an extent that both Friends FM and Aamar FM were neck-and-neck in week 21. Aamar FM on week 21 scored 11.7 per cent of the market, while Friends FM got 12 percent of the market share.

The following slot sees some bit of clutter. In week 21, Red FM managed a 9.1 percent market share, and Meow FM had 7.3 percent market share, which is a slight jump from its previous weeks. Fever FM scored 6.4 percent while Radio One scored 6.2 percent of the market share.

The next cluster included AIR FM1 Rainbow with 4.9 per cent, AIR FM2 Gold with 3.9 per cent of the market share, Akashavani with 2.6 per cent, Power FM with 1.4 per cent and Vividh Bharati with 0.9 per cent of the market share as on the current week 21.

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