Television

Poor communication, patchy jockeying spell meagre ads for FM channels

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/27/Untitled-1_8.jpg?itok=txtTlgdF

 MUMBAI: Win 94.6 has emerged the surprise package in the scramble for ads in the Mumbai market.

The Millenium Broadcast FM radio channel is giving the much hyped Radio Mirchi (a Times of India venture) a serious run for its money, if analysis provided by research agency Perfect Monitoring is anything to go by. The overall picture painted by the agency however is not rosy for the FM market, at least as of now.

Only 56 brands have hopped on to the FM advertising bandwagon in Mumbai. Radio Mirchi, thanks to a first mover advantage, the Times brand name, continuous cross promotions on Times' publications and promotional offers, has cornered a 33.4 per cent channel share of the ad spots (by duration). Win, which started as the underdog, is catching up fast with a 28.5 per cent share. The agency attributes the meagre commercial activity to poor quality of communication - "Be it either the contest announced by the RJ or the sordidly patched up commercial, the pronunciation and delivery is not understandable to a common man with an average taste to FM Music," avers Perfect Monitoring. Unfortunately for the channels, the common man belonging to SEC D and E, forms the bulk of the listenership.

Radio City Mumbai (from the Star India group, and a younger sibling of Radio City Bangalore that was the first private FM channel to launch in the country) lags behind at 26.2 per cent. Mid-day's Go 92.5 per cent is consciously distancing itself from the hoi polloi and seems content with an ad spot channel share of 11.9 per cent. India Today's Red, despite an outdoor advertising presence was the last to enter the market and with content that spells me-too, does not even figure in the stakes, in the week ended 7 July when the channels were monitored.

According to figures released by Perfect Monitoring, there were a total of 1846 spots in seven days, averaging 462 per station per day. Of the total airtime, 44740 seconds in seven days averaging 11185 per station per day were spent by the various brands on all the channels, clubbed together.

Perfect Monitoring, the first agency to track the ad presence on the FM channels, says it had to utilize almost four times the resource spent on television monitoring, primarily because almost 70 per cent of content spoken by the RJ and 60 per cent of advertisements aired are difficult to identify.

A probable reason, says the agency, is that content producers are aping the style followed by television music channels. Unlike TV however, where visuals effectively supplement wacky voiceovers, radio is entirely audio driven and often falls flat in its effort to sound creative and original. "It's imperative that the message reaches the majority of the target audience not just a few of the 'expert' listeners," is Perfect Monitoring's verdict on the matter.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/scars.jpg?itok=hj_0EHZs
The 90th Oscars exclusively on Star Movies and Star Movies Select HD on 5th March

Star Movies has been the official Home of the Oscars in India for 20 years. The Oscars® is famous for the red carpet walks, celebrities setting new style trends, recognizing the best performances and craftsmanship and creating iconic moments for the world to see. That’s not all, Oscars is also...

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/news_0.jpg?itok=ncx6ck_V
News18 India Chaupal comes to Mayanagri mumbai

As the debates and discussions continue after the highly anticipated Union Budget 2018, political fervor in the country is at an all-time high. In line with its commitment to raise right issues and lead discussions, News18 India, the disruptive Hindi news channel of Network18 is all to host the...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/star-jalsa.jpg?itok=AQVXKVC1
Catch the 1st international Bangla Cinema Carnival, organized by SVF, on Star Jalsha this sunday evening

SVF, Eastern India’s largest movie production house recently organized an international Bengali cinema carnival in Bangkok with much fanfare. The star-studded, glitzy carnival, held in the Thailand capital, will air exclusively on Star Jalsha this coming Sunday (February 25), a must-watch for...

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/emeli_0.jpg?itok=mHKJgo-J
Emeli Sande to perform at Laureus World Sports Awards

World-renowned singer songwriter Emeli Sandé is set to wow the guests of next week’s Laureus World Sports Awards, the premier global sports awards honouring the highest achieving sportsmen and women across all sports each year.

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/ssshhh_0.jpg?itok=Lk7OR2NA
Scary times for horror shows

MUMBAI: Ssshhhh…koi hai is today the trademark dialogue of any horror-related conversation, thanks to the namesake show some years ago. In the early years of television in India, when the genres were just adapting, horror was a popular resort for producers (even films). The horror escapades of the...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/21/ambi2.jpg?itok=jl7S9Mmk
RIL to buy 5% in Eros; cos to set up $150 mn content fund

MUMBAI: Continuing its media march, which is also an indication of further disruptions in the Indian and global entertainment industry, the USD 51 billion Reliance Industries Ltd (RIL) is all set to acquire 5 per cent equity stake in NYSE-listed Eros International Plc (Eros) and jointly set up a $...

Television Production House Film Production
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/UEFA.jpg?itok=4ZQ157h-
Top 4 clashes to watch out for in the return leg of UEFA Europa league last 32

1.       Leipzig did well to beat Napoli 3-1 at Stadio San Paolo in the first leg of the Europa League last 32

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/Swati-Semwal.jpg?itok=iKXZDbjj
First Step Entertainment Capital announces ‘Writer’s Lounge’ in Mumbai

Mumbai : A good story is essential to make a film and, hence, writers are critical in the film making process. To consistently create some good stories, writers need a workspace that allows them to sit, think and pen-down their thoughts. The lack of such a space in Mumbai was noticed by Swati...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2018/02/20/lamba.jpg?itok=EL5E37Od
Bollywood actress Minissha Lamba enters Tenali Rama as Vishkanya

A new twist awaits the fans of Tenali Rama. An assassin is hired by the enemy kingdom of Vijayanagar to harm King Krishna Dev Raya.

Television TV Channels GECs

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories