92.

7 Big FM

Presented by-
Aarti Chauhan
Ambreen Ashraf
 Background
Radio industry globally is a well established and a mature medium of
communication and used by advertiser affectively in brand building and sales
promotion .the medium also provide entertainment information to its
consumers and hence act as an important business medium of communication
and entertainment.
In india the private radio industry is experiencing rapid growth.
As a part of over all growth experienced in the Indian economy during the last
decades the media and the advertising industry have experienced good growth
while the share of radio industry is 4% is far below the international standards .
Characteristic of FM Radio industry
In India
Business model is advertising driven .
Impact by the global recession.
A cost effective medium for advertiser as it has more penetration and reach compared
to the traditional print and television.
Controlled by few business groups having sizeable stake in different media
properties.
Regulated and recently privatized.
Has huge infrastructure setup costs.
Oligopoly and witnesses price wars.
Overall growth rate is impressive
Analysis of FM Radio industry
In India
The metro market phenomenon
1.18% of all private FM stations in metro markets .
No room for expansion in metro markets.
Witness fierce Competition.
 Advertiser driven
1 . Radio globally is optimized for local advertiser but Indian radio industry
vies for advertisers with national presences. The mix currently in the
fevoure of national advertisers.
2. Radio commands 4% of total advertising revenue .
3. advertiser gives maximum business to the market leaders who have
larger presence e.g. Radio Mirchi and big FM.
4 . Industry expert opinion that small players distort market by virtue of
their inability to support large advertiser.
 Price wars
Hypercompetative forces in the operation in the industry ,forcing price wars .

Airtime is inventory in the industry .it goes waste if unsold , advertiser play a hardball till
the last minute forcing price wars.

Return on investment is the key focus for the players .

Established players such as radio Mirchi command premium for their brand and not
engaged in price wars .
 Listnership driven

Advertising revenue is Listnership driven

Listenership tracking tools evolve overtime .There are 2 main tools
RAM and ILT.
Every Singificant players claims to be leader in the market.
Radio Mirchi is a market leader in all most all market and has
maximum listenership.
 Search for competitive
advantage
Regulatory policies do not allow for content differentiation and permit only
non –news content.
Non- differentiation content across all station .
Companies innovate within a limited bandwidth to compete and gain
competitive advantage.
Station try and Differantiate with jokes ,chat ,humor ,RJ mention etc.in the
remaining 30%.
Station unwilling to experiment with the format for fear of alienating revenue.
 Issues
Stagnation of FM radio industry in india - since there are many option like
TV and internet with an arrey of entertainment option covering different genres
radio takes a backseat as the content of the same is limitted to music and humor .
Talent issue – radio jockey is the star of the radio station and drives listenership
to the stations .RJ and other staff wants to stay in the metro market because of
grater opportunity . Limited size of industry (248)
Others issue – cost per advertiser acquisition is higher compared to TV and
lack of trained staff to handle airtime sales.
 92.7 BIG FM
India’s no 1 FM station ,since the launch of its first station in September
2006 , it has expended at the phenomenal pace , creating history , by
launching its 45 station in record breaking time of 18 month and 20
alliance partner station . It has more than 2 crore listeners across India
.within a short span of time , with distinctive content and innovative
promotion 92.7 FM has established leadership in the FM space and firmly
laid the foundation for an exciting future ahead.
 The Brand –; its positioning :
suno Sunao , Life Banao!
BIG FM’s endeavor is to use the power of radio to not only entertain
listener but t also positively impact their lives .
There core TG being 25-34 sec AB .
The brand is positioning as the Bollywood Entertainment Radio
Station’.
Suno Sunao Life Banao is a promise that BIG FM makes ,to positively
impact listeners , lives through its varied offerings.
 ICC cricket world cup
92.7 Big FM, the official radio partner for ICC World Cup 2011 gears
up for the finale of their most exhilarating game ‘TVS Tyres Bollywood
ka World Cup’, an action packed property that brought together the two
biggest passions of the country – Bollywood and Cricket. Listeners of
92.7 BIG FM got a chance to be a part of their favourite Bollywood
superstars’ team and play the game of cricket on air. One over = 6
questions about a celeb, the one with maximum right answers wins.
Larger than life network
Performance
Yaadon ka Idiot Box with Nelash Mishra
Big 30 countdown
Love Aaj Kal with J.
Thank
you