Indiantelevision.com Team

(17 July 2008 11:40 pm)

MUMBAI: Radio Audience Measurement (Ram) launched its service in Kolkata today and will soon expand to the southern markets of Hyderabad and Chennai.

"After the roll out in Delhi, Mumbai, Bangalore, Kolkata, Hyderabad and Chennai, Ram will have covered 70 per cent of FM radio's advertising market," says Tam Media CEO LV Krishnan.

Ram is also launching Tam Adex for the FM industry in the next couple of weeks. The Tam Adex of FM will map promotions, advertising and music play-list diagnosis. The Adex will include nine cities covering 52 stations.

In the July data release, it will also unveil two new modules - 'station loyalty' and 'ebb and flow' of listeners. Ram plans to use the data for tracking periodical promotional activities as well as special programming and marketing initiatives undertaken by the stations under its scanner.

Ram also released the highlights of the baseline study undertaken before the launch of its service in Kolkata. The findings of the study, conducted between 30 January to 4 March, show radio penetration in Kolkata at 65 per cent, the lowest compared to the metros of Delhi, Mumbai and Bangalore.

Ram has also mapped out the average weekly reach of the total FM owners (12+, 1-28 June) in the three metros. Bangalore tops the list with a 99 per cent reach, followed by Mumbai with 97 per cent. Delhi and Kolkata have an average weekly reach of 91 per cent.