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MUMBAI:
According to the results of the first wave (for Kolkata) declared
late on 29 Dec 2006 of the Indian Listenership Track (ILT), conducted
by MRUC and ACNielsen ORG-MARG, radio as a category in Kolkata has
shown a fast track growth, with Radio Mirchi 98.3 FM being far ahead
of its competitors, across various age groups and socio-economic
classes. The study indicates that 400.81 million people listen to
radio everyday and Radio Mirchi is clearly a preferred choice of
with 270.31 million Kolkatans tuning in every day.
Radio
Mirchi senior vice president marketing Kaushik Ghosh said, "The
study confirms the fact that Radio Mirchi leads with an overwhelming
share of the Kolkata market. We have always maintained that Radio
Mirchi was the dominant Number One in Kolkata based on the IMRB
LT figures. The MRUC ILT figures simply vindicate our stand. Radio
Mirchi has more listeners than ALL the other stations put together
in Kolkata."
This
is the result of the combination of Bengali talk and Hindi music
and also having the best programming talent in Kolkata on our station.”
He further added, “Radio Mirchi is the second largest media
vehicle in the city, close on the heels of Ananda Bazaar Patrika
with a readership of 300 million (NRS 2006). Our next target is
to be the largest media vehicle in Kolkata. The ILT results confirm
we are the market leaders in the three largest metros of the country
and offer the best reach in these three cities.”
Red
FM was the next station in terms of reach – with 70.64 million
daily listeners. Aamar FM had 50.82 million and Power FM had only
30 million daily listeners.
The
Indian Listenership Track, a product of MRUC and ACNielsen ORG-MARG
research, has been designed on the ‘Day After Recall’
methodology, which provides Yesterday Listenership (YDL) data across
all stations in Mumbai, Kolkata and Delhi. The fieldwork for Kolkata
was done from mid September 2006 to End November 2006.
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