Television

Radio listenership growth slowing down in metros

The message is loud and clear: growth of radio listenership in the two metros of Mumbai and Kolkata is slowing down. Even Delhi is seeing single-digit growth.

Mumbai has seen a marginal 0.7 per cent quarter-on-quarter rise at 5 million while Kolkata grew 1.14 per cent at 4.24 million.

Delhi beat this trend with listenership jumping 8.1 per cent to stand at 6.23 million.

This is the latest findings of the Media Research Users Council (MRUC) commissioned Indian Listenership Track (ILT).

The MRUC listenership data takes into account the age group above 12 years. The field work was conducted between 17 February and 28 April, 2007, covering a sample size of 4500 in each metro. The research firm uses the day-after-recall (DAR) method.

What is particularly disturbing is that listenership is tending to stagnate in the advertisement-rich market of Mumbai. FM radio operators promote their stations heavily in the Mumbai market.

Radio Mirchi Deputy CEO Prashant Panday contributes the overall slowdown to the absence of differentiated content. "The listeners can not differentiate one radio channel from the other. There is need for us to provide them with a varied programme mix. Niche radio station is required to widen the listenership base."

Agrees Red FM COO Abraham Thomas, "Segmentation of content is the only solution for speeding up listenership growth."

AC Nielson director client service ND Badrinath, however, attributes the slow growth to no adequate efforts from radio broadcasters to 'shake up.' He explains 'shaking up' as aggressive marketing and brand promotion. This is despite new players entering into the marketplace, he adds.



How the players stack up?

In Mumbai and Delhi, the big gainers are Radio City 91.1 FM and Radio One 94.3 FM. While Radio City has seen a 19 per cent quarter-on-quarter rise of listeners in Mumbai and 3.6 per cent in Delhi, Radio One's listenership has gone up 23.8 per cent and 10.7 per cent in these two metros. Both these broadcasters have no operations in Kolkata.

"Despite having no marketing actvities, our growth is relatively stronger. After the shift of Radio One's frequency, there was a huge set back in our listenership. But we have come back," says Radio One VP programming and brand Vishnu Athreya.

Radio Mirchi, however, stays at the top. In Delhi it has 3.65 million listeners. Red FM lags behind at 2.11 million while Radio City is at 1.66 million.

The gap is narrower in Mumbai with Radio Mirchi having 1.97 million listeners followed by Radio City at 1.85 million.

Radio Mirchi, however, has lost a good amount of listenership in Mumbai and Kolkata. The number of Radio Mirchi listerners in Mumbai declined from 2.23 million to 1.97 million (11.73 per cent fall). In Kolkata, Radio Mirchi lost 16.94 per cent from 2.53 million to 2.10 million listeners. But in Delhi it has achieved a growth of 4.5 per cent.

Admits Panday, "We have recognised the decline, but we never look at a single city data. We are the largest network and with the widest coverage. One reason for the dip could have been because we overplayed on cricket during the World Cup. Nobody was really interested after India's exit. Listeners basically want music from FM stations."

Big 92.7 FM, a late entrant, has something to cheer about in Mumbai with a quarter-on-quarter growth of 31.1 per cent (1.22 million). But the disturbing trend is in Delhi and Kolkata where it has slipped by 8.2 per cent and 14.5 per cent respectively, according to the ILT data. Delhi, in fact, is one market where it has still to make a major impact with 0.6 million listeners.

Big FM COO Tarun Katial dismisses such conclusions, "I am not aware of any such data. We do not subscribe to MRUC. I am waiting for the RAM ratings from TAM Media Research which will use the diary method. Only then we will get a clear picture."

A big gainer in the Delhi market has been Red 93.5 FM which has seen a 17.5 per cent rise. While in Mumbai it has gone up 8 per cent (1.56 million), it has shed 1.4 per cent in Kolkata.

Industry observers, however, feel that this may be a temporary setback. Listenership can expand in the three metros with heavy marketing, they say.

And many, like Katial, are waiting for the diary radio measurement system before they come to any hasty conclusions. Till then, they would like to believe that they are growing radio listenership in the three metros.

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/03/Pankaj-Sourav_0.jpg?itok=-MGetI3Q
World Billiards Championship to be telecast live on digital media

MUMBAI: Sports app Sports Flashes has tied up with Billiards & Snooker Federation of India (BSFI) to telecast the IBSF World Billiards Championship live. The championship will be taking place in Bengaluru from December 5 to 12. The eight-day championship that includes the Points format and the...

Television TV Channels Sports
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/star-plus-800x800.jpg?itok=skBw-Vyj
Star Plus leads in traditional entertainment media brand category: Study

In an industry study conducted by Vidooly, it is observed that Facebook could be a great platform for aspiring video creators in the country. They can then incorporate it in their overall content strategy and try to leverage other platforms like YouTube, Twitter and Instagram.

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/discovery-800x800.jpg?itok=0Nm7MzL-
Discovery to air 'River Monsters' throughout December

Freshwater detective, biologist and extreme angler Jeremy Wade has spent three decades traveling the world’s waterways in search of man-eaters that lurk beneath the surface of rivers and lakes in some of the most inhospitable locations in the world.

Television TV Channels Factual & Documentary
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/tv-today-800x800.jpg?itok=S95bd2jx
Q2-17: TV Today Network topline up

BENGALURU: TV Today Network Limited (TVTN) reported 5.1 per cent increase in standalone revenue (TIO) for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding quarter of the previous year (Q2-16). Standalone profit after tax (PAT) however declined 4.1 per...

Television TV Channels News Broadcasting
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/monisha-800x800.jpg?itok=Z2ntYoIO
Discovery appoints FremantleMedia's Monisha Jaising Vaid

Discovery Networks is on a hiring spree. In its endeavour to accelerate growth and embrace opportunities beyond linear, Discovery Networks Asia-Pacific has now appointed Monisha Jaising Vaid as the director of original content for real world products. She joins from FremantleMedia India TV...

Television TV Channels People
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/fremental-800x8000.jpg?itok=KYe2Um-i
Wentworth: Fremantlemedia International, Sky Deutschland tie up

FremantleMedia International (FMI) has announced it had secured a deal with German-speaking PayTV platform, Sky Deutschland, for the award-winning and critically-acclaimed prison drama, Wentworth.

Television TV Channels English Entertainment
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/Amirzada-cast.jpg?itok=AdSC4XPM
Amirzada Nawab Khan's story to be telecast on Zee Yuva

MUMBAI: Maharashtra Police, one of the potent police forces in India, has come a long way from the decade of 80s when it lacked training & high-end precision weapons which is the norm of late. That decade was marked with the rise in crime and police’s main weapon were their networking skills...

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/02/BB10.jpg?itok=HeTvyaI5
Colors leads Hindi, urban GEC; Sony Pal retains position

MUMBAI:Colors continues to lead the Hindi GEC and Urban GEC markets in week 47. In Hindi GEC rural market, Sony Pal emerged as the number one channel while Zee Anmol bagged the second position, according to Broadcast Audience Research Council (BARC).

Television TV Channels GECs
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2016/12/01/axn-800x800.jpg?itok=9WZlHTlX
AXN to air s1-6 of 'Californication'

Novelists are nerds, some say so but there was this one who broke all the stereotypes unabashedly. He was stylish, charming and could flatter almost anyone with his good looks and wit. Does it ring a bell? Yes, we are talking about the much loved TV character, Hank Moody. Get ready for debauchery,...

Television TV Channels English Entertainment

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories