afaqs!

RAM Week 23: Radio Mirchi all the way

By Sangeeta Tanwar , afaqs!, New Delhi | In Media Publishing | June 22, 2009
The radio station rules in all four RAM markets, namely Mumbai, Delhi, Bengaluru and Kolkata

The Radio Audience Measurement (RAM) data for Week 23 for four cities has sprung a big surprise, with Radio Mirchi ruling the roost in all the four RAM markets -- Mumbai, Delhi, Bengaluru and Kolkata.

Commenting on the superlative performance of Radio Mirchi in RAM markets, Sujata Bhatt, executive vice-president, marketing and strategy, Entertainment Network India Ltd (ENIL), says, "For us, Radio Mirchi's lead is not a Week 23 phenomenon alone. Going by the IRS numbers, we firmly believe that Radio Mirchi has always been No. 1 in all the four metros."

Bhatt attributes the radio station's success to the fact that it is very focused; more specifically, the success also comes on account of its "mood-based" programming, rather than the old-fashioned "format" radio.

& #BANNER1 & #Bhatt explains, "Depending on the time of the day, we offer music according to the mood of the day. So, we offer the best of '90s in the afternoon and the best of '70s and '80s in the night. We also offer the best in spiritual music in the early mornings."

Mumbai

Radio Mirchi's market share in Mumbai is 17.2 per cent -- a gain of 1.9 percentage points over Week 22.

With a market share of 16.3 per cent (a gain of 0.8 percentage point), Red FM -- which was at No. 1 for the last two weeks -- has settled down at No. 2. AIR FM Gold has held on to its last week's No. 3 position with a market share of 14.4 percent, registering a gain of 0.3 percentage point.

At No. 4 is Big FM, with a market share of 13.8 percent, and a gain of 0.6 percentage point in comparison to last week. Fever FM continues at No. 5 with a market share of 10.9 per cent, though it has lost 1.7 percentage points.

Radio City has maintained its No. 6 position with a market share of 10.4 per cent. Both AIR FM Rainbow and Radio One have garnered an identical market share of 5.3 per cent.

Amongst the other stations in Mumbai, Vividh Bharati has a market share of 2.3 per cent; while Akashvani and Meow have 2 per cent each.

Bhatt points out that there is constant innovation on Radio Mirchi; be it the Mirchi Music Awards, or the saga of "Sud", brand Mirchi is busy delivering the most innovation and add-ons to both its listeners and clients.

Delhi

Radio Mirchi is the No. 1 player for the second week running in Delhi, with a market share of 24.7 per cent. Fever FM continues to be the No. 2 player in the city, with a market share of 16.5 per cent and a loss of 0.5 percentage point.

AIR FM Gold is at No. 3, with a market share of 14.9 per cent and a loss of 1.9 percentage points.

Radio City, with a market share of 10.3 per cent, continues at No.4. Red FM is at No. 5, with a market share of 9.7 per cent. In comparison to the previous week, the radio station has added 1.6 percentage points.

With a market share of 7.5 per cent, Big FM is at No. 6 -- it has gained 0.9 percentage point. In Week 23, Radio One is at No. 7, with a market share of 5.6 per cent.

Among the other stations in Delhi, Meow has a market share of 3.2 per cent; Hit FM has 2.8 per cent; followed by AIR FM Rainbow and Vividh Bharati scoring an identical market share of 2.3 per cent and Akashvani with 0.2 per cent market share.

Bengaluru

In Week 23, Big FM has been pushed to No. 2 by Radio Mirchi. Radio Mirchi has a relative market share of 20.8 per cent, gaining 3.5 percentage points. Last week, the radio station was the No. 2 player in the city, with a market share of 17.3 per cent.

Big FM has, this week, managed a market share of 18 per cent, registering a loss of 2.5 percentage points. Fever FM is at No. 3 with a market share of 12.3 per cent. It has lost 1 percentage point over last week.

AIR FM Rainbow is at No. 4 with a market share of 12.2 per cent; while Radio City is at No. 5 with a market share of 12 per cent.

Radio One is No. 6 in the city with a market share of 9.1 per cent; and S FM continues at No. 7 with a market share of 7.2 per cent.

This week, amongst the other stations in Bengaluru, Vividh Bharati has 4.1 per cent market share; Radio Indigo has 2.5 per cent; Akashvani has 0.9 per cent and Gyan Vani has 0.7 per cent market share.

Kolkata

This week, Radio Mirchi, Big FM and Aamar FM occupy the first, second and third spots in Kolkata, respectively.

Radio Mirchi has a market share of 18.8 per cent, though it has lost 0.9 percentage point; while Big FM has a market share of 14.7 per cent, losing 0.6 percentage point.

This week, Aamar FM has pushed Friends FM to No. 4. Aamar FM has a market share of 12.7 per cent, gaining 1.8 percentage points; while Friends FM has a market share of 11.6 per cent, losing 0.3 percentage point.

Red FM is at No. 5 with a market share of 9.5 per cent, which is the same as last week.

This week, Meow FM has moved up a place to No. 6, with a market share of 7.2 per cent. Fever FM is at No. 7, with a market share of 6.4 per cent. Slipping two spots this week is Radio One, with a market share of 5.7 per cent.

In Week 23, among the other stations in Kolkata are AIR FM Rainbow (5 per cent); AIR FM Gold (3.5 per cent); Akashvani (2.4 per cent); Power FM (1.5 per cent) and Vividh Bharati (1.1 per cent).

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