Debashish Brahma.

IISWBM, Calcutta.
http://debashishbramha.blogspot.com
The changing face of radio over time

No TV
Radio – the leader
in media
TV the ruling king , Radio
Radio - the dead
– only Vividh Bharati media
Public
broadcaster
Advent of FM
Revival of
Radio Slow songs
RJs -
Advent of Private AIR FM starts Becoming RJs –
aideM

Channels - 2 - 3 stations with more hip staid Classical -

and Iconic
interactive Old time Amin Sayani…
programming…
Radio – The Fresh, new, and hit music…
music
entertainment High incidence
dynamic.. request Stuck in of speech
maestro Music led, shows…. the past programming
speech dedications
Private Radio programming
Platform …. buzzing with limited to
choices … almost 10 in number … jock-talk and
ecnenimorP

fighting for differentiation , programme

yet to go niche formats built
in music shows
2-3 channels
fighting for
The radio market
Small differences with non- market share is now virtually
stop music, English music...TV with almost unrecognisable
stars as RJs...mood led similar
programming...etc… programming from the time when
the BBC was
80 ’ s –
Late dominant
Curre Early early 70 ’ s
nt 2000 90 ’ s
90 ’ s
 Spontaneous associations with radio

Peaceful atmosphere

Music
Music Entertainment
No loneliness

Time pass
Relaxation

Good friend

Fun
No tension

Information Radio Jockeys

Good songs

Stress buster
Five key Things About Radio Today 4 . People ’ s
attention
2 . Radio is
“”you get to know the traffic update”
“You are given current affairs news…what's
slips in and
hyper - local happening around Delhi” out of the
“They tell you about the weather, where to go
in the weekend” radio
“you know the songs that are
3 . Listening coming on radio…and you
sing along with it…but you
habits led by don’t really hear what the
RJs say”
time and mood
1 . Music and Lively songs during
5.
entertainment day, slow songs in Relationship
are key evening with radio
varies by
Songs .. for all segment
Students :
Radio jockeys companion among
crowd companion
Conversation without intruding
on space
Information/ traffic Housewives :
updates companion whilst
Dial Ins/ Contests
alone, connection
Happenings .. to outside world
youngsters
Jokes Professionals :
background filler
Tips with points of
engagement
How people use radio - weekdays

RADIO:
In the Self Self Part of daily routine
Self + + Family
S
kids hubby
Background, non-
intrusive
background e Self
Companion whilst
l alone
f Indulgence for self
6 10 a . m 1 5 6 8 10
a.m p.m p.m p.m p.m p.m
RADIO:
In On Self
Back - the On Energising, off-set
ground Out of home activity . the Fami ( especially stress
ly if Unwinding
unmarried )
Fill monotonous
journey
6 9 10 7-8 p.m 10
a.m a.m a.m p.m

In the College /
friends / Friends Family RADIO:
courses
roa
background Self
Time pass
d Self roa Post Private moments
On d retur
route Energising, pep
6 a . m 8 a . m 10 a . m 2-3 p.m 5 p.m n
8 p . m 10
p.m
Ad Revenue
Landscape
 Strong imagery…that of spicy, young and dynami
Well known RJs and programmes…
Plays music resonating with young generation
Respondents placed stations on a
ladder , based on their perception of
adilyhow successful they are …
oyable, new music and also fun programming

Radio Mirchi
Growing old
Red FM Popular once upon a time but losing out as no

New but fast gaining popularity

Radio City
High awareness
Popular among youngsters enjoying high-tempo and English musi

Hit FM

Fever FM
Radio One Big FM
called…at probed level..no distinctive imagery
Very new
AIR FM Name at times not spontaneously evoked..

Old and boring

 Radio Mirchi, Times Internet Limited,
Times Business OOH, ABSL 360 Degrees
Solution BCG Matrix Mirchi movie ltd
Times music, zoom,
Times Now
Relative Market
Share
High Low

High

Product
Sales
Growth
Rate
Low
World
Wide
Media,
Publishin
g
Division
FM Radio - Evolution

2006 - 07
•Completion of Phase –II Licensing
•Increased competition
•Improving Profitability
•Growth in radio spend

1999 - 2005
•Phase 1 – Licensing
•Limited Private Participation
•Strict Regulatory Norms

Before 1999
•No privatization
•Government Run Radio Channel
 Strategic Direction……..
Expand our footprint in radio broadcasting
•

• – Rapid roll-out of 22 new stations

• – Explore opportunities in international markets
•

Maintain market leadership in fast growing radio

•

industry
• – Development of listenership research standards and
methodology;
•

larger geographic coverage

•

• – Keep investing in brand building and programming

innovation
• – Launch Visual Radio through mobile phones in other
cities
• – Leverage footprint to capture additional income
 Competitive Strength…
• Largest operating network and reach
among listeners
• Track record of developing innovative
and creative content
• Proven ability to successfully operate
in diverse markets
• Radio Mirchi brand is widely
recognized
• Strong advertisement sales
capabilities
Operation
 Growth Drivers
•GDP Growth rate of 8 . 7 %,
•Ad spend growth – 20 %

•Young nation
with
Higher spending •Untapped
Power RADIO MIRCHI
rural market
•Largest
workforce in
The world

Foreign
Investment
 SWOT Analysis on Radio
Mirchi
Strength Weakness
•Presence in major •No subscription revenues in
cities radio
•Lack of differentiation between different FM
•High listenership
radio stations
•High music royalties
•Capital intensive business

Opportunity Threats
•Benefit from the robust •Intense competition in the
growth radio
in the FM radio industry business
•Loss of listenership in radio business
 Conclusion FM market – 5 things to take away

1.
programming is based on fun and entertainment, with all programes centered around
2.
3.
4. led, and people tend to stick to a certain time of listening which fits in w
mood
5.
6.
7.
loped a strong relationship with the listeners as empathetic , friendly and per
8. .

iated with being boring and old, all other channels are fighting in the same spac

FM has changed the market and radio is now unrecognizable from the old time