Television

ORG Marg study puts Radio City top of the heap

MUMBAI: The fifth wave of radio audience measurement released by AC Nielsen ORG Marg has put Radio City top of the heap- in top of the mind awareness and listenership figures- among the clutch of FM radio players currently in Mumbai.



Soaring figures - Listenership for FM stations across SECs in Mumbai

The syndicated media research for the period 12 August to 6 October 2003 indicates that while the maximum listenership for radio in Mumbai occurs at home, Radio City accounts for over 35 per cent in awareness, Radio Mirchi accounts for just under 20 per cent and state owned Vividh Bharati comes in a close third, towering over the remaining players, Go, Win and RED.

In listenership figures too, Radio City claims to have the ear of over 23,00,000 people while Mirchi hovers around the 20,00,000 figure. Here too, Vividh Bharati, with nearly 10,00,000 listeners comes in third, but is closely followed by the low key Win.

While the listenership in the 25 - 34 age group remains neck to neck for Mirchi and City, it is significantly higher in the 12 to 14 age group for City and marginally so in the other age groups. The research is conducted amongst 2000 yesterday listeners who are aged 12 years & above across Socio Economic classes A to E.

Total radio listenership in Mumbai has now touched 51,44,000 with an average time spent listening of more than two hours per day, according to the report.

Says Radio City COO Sumantra Dutta, "With a clearly differentiated strategy, playing out Hit Hindi Music coupled with the launch of innovative programming initiatives based on listener preferences, Radio City has positioned itself in the minds of the listeners and provided them a hook to stay tuned to our station."

The station which has in a phased manner, added innovative programming over the last one year, launched 16 new shows recently, including radio versions of televsion shows in November' 03 including Kyunki Saas Bhi Kabhi Bahu Thi and Saans.

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