Regulators

Most radio listeners still at home, says ORG Marg

http://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2016/10/28/Untitled-1_15.jpg?itok=fdfRRVWW

MUMBAI: Not in the car; and not in the local trains. Over 90 per cent of FM radio listeners are currently still at home.

Most of the listeners are not high brow SEC A & B, but the great Indian lower middle classes

That's the finding ORG Marg has come up with, during its recently concluded radio audience measurement study, the first of its kind in the country. The study, done in Mumbai among 930 randomly selected 15 year old and above individuals, also established the fact that it is the SEC D and E listeners who are tuning in the most. Hip RJs with the cultivated accents may soon have to be on their way out.

Not surprisingly, the channel that registered top of mind awareness was Vividh Bharati, the public broadcast channel that generations of Indians have grown up on. The fledgling private FM channels are but a blip on the screen for many listeners, although Radio Mirchi does manage to come in a poor third after Vividh Bharati and All India Radio's FM1. AIR's FM2 follows closely behind while Radio City, Win 94.6 and Go 92.6 don't have much of audience attention. The newly launched Red FM, from the India Today stable, does not even figure in the stakes.

Gender wise too, there is only a slight skew towards the male in the listenership, according to the study. 58 per cent of radio listeners in the city are male. A meager 12 per cent of these belong to the advertiser's darling SEC A, while just 14 per cent to SEC B. A huge chunk of the listenership (45 per cent) comes from the SECs D and E, while 29 per cent belongs to SEC C.

Analysis of radio channels by time slots shows that the morning peaks (7 am to 11.30 am) are higher than the evening peaks (7 pm to 11 pm). While most advertisers as well as private radio channels have been assuming that the average listener is the 18 to 34 year old executive driving to and from work in the metropolis, the truth may lie somewhere in between. ORG Marg executives believe that with the proliferation of miniature FM receivers, the listenership patterns in Mumbai could change drastically in the coming months, the results of the just concluded survey will enable radio players to know what to charge advertisers, and also tailor the content, says the research agency. Radio currently commands barely 1.5 per cent of the total ad pie in the country. While the radio scenario is still in a nebulous stage in India, a technical committee of all major broadcasters, ad agencies, ad houses, advertisers and media-buying houses headed by media research guru Praveen Tripathi has been convened to decide the best research method for Indian conditions.

While there is no radio audience measurement system available in the country so far, the study was conducted via interviews using a structured questionnaire. While the diary method (requiring selected respondents to record their listenership in a pre-coded diary) was believed to be too tedious for the Indian scenario, ORG Marg relied on the recall method, where respondents were asked about yesterday listenership (listenership on the day previous to the interview). The agency also toyed with the idea of using wrist meters ( a method popular in Switzerland), which use microchips fitted in the meters to encode sounds and record listeners' preferences.

Latest Reads

http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/trai.jpg?itok=z2G-2VQA
TRAI extends deadline for comments on OTT consultation paper

India’s telecom and broadcast regulator TRAI released a new consultation paper last month on OTT services seeking to expand the definition of the sector and also the regulator’s jurisdiction over a sector till now “unregulated”. The deadline for receiving comments on the consultation paper has been...

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/mib.jpg?itok=Kzf1iXym
MIB proposes to strengthen govt-citizen interface

Months after a country-wide uproar and nudges from the judiciary forced the Indian government to shutter a Big Brother-type initiative involving tracking of Indians’ digital footprints, Ministry of Information and Broadcasting is taking another shot to “understand citizen views expressed publicly...

Regulators I&B Ministry
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/08/FDI.jpg?itok=vXiDm30i
MIB mulls national b'cast policy to ease stakeholders' woes

India’s Ministry of Information and Broadcasting is exploring formulating a national broadcast policy or NBP with an aim to ease lengthy and time consuming government processes that media and entertainment industry players have to go through while conducting their businesses.

Regulators I&B Ministry
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/amit.jpg?itok=1lszKH_5
New DTH policy bonanza for operators likely by year-end

If all goes well, India’s DTH operators may have something to cheer about in the new year.

Regulators I&B Ministry
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/07/court.jpg?itok=mgFwLERD
TRAI tariff issue back in Supreme Court

The twists and turns in the case of a new tariff regime being sought to be implemented by broadcast and telecoms regulator TRAI continues. It has filed a petition in the Supreme Court on the issue of 15 per cent cap on discount on a bouquet price of TV channels to consumers that had been set aside...

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/06/mib.jpg?itok=FXyBYG-T
MIB secy Amit Khare advocates self-regulation in media

Making a strong case for self-regulation, Ministry of Information & Broadcasting Secretary Amit Khare today said it was a better regulatory approach for India’s media and entertainment sector.

Regulators I&B Ministry
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/04/trai.jpg?itok=8l8LKn2S
TRAI directs DPOs to remove TV channels from landing page

The Telecom Regulatory Authority of India (TRAI) on Monday directed all distributors of TV channels and broadcasters to restrain with immediate effect from placing registered television channel, whose TV rating is released by ratings agency, on the landing page or the boot-up screen.

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/12/03/traii.jpg?itok=Aim2kfBc
TRAI seeks stakeholders' inputs on audience measurement overhaul

Television audience measurement in India continues to remain one of the key subjects that evoke reactions from stakeholders. Given that advertising expenditures are typically guided by such data and, in the wake of the matter being raised at various fora, TRAI has come out with a public...

Regulators TRAI
http://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2018/11/22/bif.jpg?itok=rqYXvM8V
DoT & TRAI officials feel satcom policy needs 'fundamental rethink'

Two top Indian government officials from Telecom Ministry and TRAI feel the country must have a "fundamental rethink" on satellite communication policy to meet rising connectivity needs that are being fuelled by mobile data growth, digital aspirations, demand from the country’s broadcasting sector...

Regulators TRAI

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories