broadcast industry

8/3/2019 Broadcast Industry

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BROADCAST INDUSTRY II

Comparative Analysis of 24 hour format of Two Private RadioStations namely Radio City 91.1 FM and Radio Mirchi 98.3 FM

Compiled By:

Ridhi Goel

MBA (Media Management)

A2021310050

ASCO

RADIO CITY 91.1 FM


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Radio City 91.1FM is India's first and leading FM radio brand. Promoted byMusic Broadcast Private Limited (MBPL), Radio City started its operations in

India in July, 2001 in Bangalore. It broadcasts on 91.1 megahertz (earlier 91.0in most cities).

MBPL is owned by IVF Holdings Pvt. Ltd (IVF), one of India's earliest privateequity firms (established in 1999). IVF has a multi-sector portfolio and hasinvested in companies like Biocon, DQ Entertainment, Shringar Films, MeruCabs, Mahindra Hinoday and DM Healthcare. It regularly partners withentrepreneurs and management teams to build valuable, enduring and sociallyresponsible businesses that create value for all stakeholders.

Radio City is present in 20 Cities across India in Mumbai, Delhi, Bangalore,

Chennai, Ahmedabad, Pune, Hyderabad, Lucknow, Jaipur, Vadodara, Surat,Sholapur, Nagpur, Sangli, Coimbatore, Vizag, Ahmednagar, Akola, Nanded andJalgaon.

Using state-of-the-art digital stereo FM, innovative programming, vivaciousradio jockeys and experienced professionals, Radio City broadcasts the bestquality of music and entertainment.

In addition to broadcasting, MBPL has taken many initiatives to augmentrevenues by creating new avenues to reach the consumer. In August 2008, it

launched PlanetRadiocity.com (www.planetradiocity.com), India's first MusicPortal. The website is a treasure trove of information, entertainment andinteractivity to all those who are connected with music: casual and seriousenthusiasts, trade and musicians - including experts and amateurs, alike.

In March 2010, MBPL raised the bar with the launch of PlanetRadiocity WebRadio. It is a one-of-its-kind online radio station with music across all genres -film, non-film, sufi, ghazals, lounge, current, retro - in both Hindi andInternational music.

Along with terrestrial radio and internet, MBPL has added Radio City Connect toits basket of offerings. Radio City Connect is the Non Traditional Revenue(NTR) arm of Radio City 91.1 FM and provides complete 'one-window' localadvertising solutions. Combining Radio, Activation, Events, Online and Mobile,Radio City Connect has successfully delivered a wide variety of on-groundactivities ranging from Mobile Road Shows, Multi-City Mall Activities, RWAActivities, School/ College Promotions and Rock Shows offering its clientsinnovative, efficient and cost effective advertising solutions.

It plays Hindi, English and regional songs. It was launched in Hyderabad inMarch 2006, in Chennai on July 7th 2006 and in Vishakhapatnam on October 2007.


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Radio City recently forayed into New Media in May 2008 with the launch of anew mega music portal - PlanetRadiocity.com that offers music related news,videos, songs, and other music-related features.

Radio City has launched Fun Ka Antenna - Online Radio Station which plays

hits across genres including International, Bollywood, Indi pop and Sufi amongothers.

The Chief Executive Officer of Radio City 91.1 FM is Ms Apurva Purohit.

Program Guide

Program Name Time RJDhinchak Mornings 7:00 am 11:00 am Simran

Ladies First 11:00 am 2:00 pm MahiyaDo Se Paanch 2:00 pm 5:00 pm Fahad

Route No. 911 5:00 pm 9:00 pm Aadi & Khurki

Kal Bhi Aaj Bhi 9:00 pm 11:00 pm Fabeha

Dhinchak Mornings

Time: 7:00 AM TO 11:00 AMHost: RJ Simran

The show is a mix of infotainment and humor.

Ladies First

Time: 11:00 AM TO 2:00 PM Host: RJ Mahiya

The shows RJ Mahiya claims to be every womans best friend. Be it gossip, TVupdates, fashion styles or bitching about husbands--- she does it all and in theprocess lets the listeners be who they are.

Do Se Paanch

Time: 2:00 PM TO 5:00 PM


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Host: RJ Fahad

This show is one stop shop to know about love. It plays Romantic Music for three hours spanning decades along with Mush, trivia, sher-o-shayari, nostalgiaand pre and post selling of songs. Fahad recreates the emotion of love on air

every day.

Route No. 911

Time: 5:00 PM TO 9:00 PMHost: RJ Aadi & Khurki

After a tiring day at work all a listener needs is a friend who makes themsmile. Both Adi and Khurki have made this their motto. Everything thathas to do with infotainment with a quirk is available on this Route. Uncle

jee comes in to add his own flavour.

Kal Bhi Aaj Bhi

Time: 9:00 PM TO 11:00 PMHost: RJ Fabeha

Retromantic (Retro + Romantic) is the flavour of this show. Everything onewanted to know about old songs, actors or nostalgia can be heard on Kal BhiAaj Bhi.

Taking the lead to offer a distinctive listening experience, Radio City 91.1FM's

differentiated music offers listeners melodious Adult Contemporary (AC) music

along with a vibrant outlook, 'Whatte Fun'. It now brings a unique and uniform

brand experience, in line with the vision of creating a national brand. From a

broad base, Radio City has fine-tuned the core-target audience through focused

segmentation to SEC AB. Radio City offers listeners a bouquet of exciting, path

breaking programmes for the first time on Indian radio uniquely positioning it to

deliver an unmatched radio experience.

Backed by an expert talent pool across functions, Radio City is characterized by

exciting shows that give it unmatched popular appeal. A history of innovative

programming, friendly radio jockeys and fresh music uniquely position Radio

City to cater to the mass premium audience across India's most important cities.


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Radio City's range of innovative and popular shows cut across audiences. The

medley of songs, contests, talk shows, events, humour and gossip delivered by

a hugely popular team of radio jockeys have revived and revolutionised radio-

listening habits across all our markets. The programming at Radio City is

strategically planned to uplift the mood of its listeners. Their programming isbacked by extensive research and they deliver content that is tinged with the

local flavour. They catered to their audience's demands. Radio City has its

content tailored to fit the wants and needs of the local audiences and speaks

the language of the people. This combined with its music expertise and

creativity provides for compelling content.

Since its inception, Radio City has used every opportunity to innovate with the

category and build stronger involvement and listenership. Playing truly popular

music, in the language of the people, Radio City programming has also had thedistinction of successfully pioneering many path breaking programmes on radio

like Musical-e-Azam, RC Live, Remix Raja, Life Ki Dhun with Sonu Nigam, the

simulcast of Sonys Indian Idol 2, Shaam-e-Ghazal with Roop Kumar Rathod

and Maan Na Maan Superstar Tera Mehmaan. Radio City has given radio a

new dimension with the concept of 'Celebrity RJ' starting with Life Ki Dhun with

Sonu Nigaam. Hottest chart busters, humorous Babbar Sher, rip-roaring

mimicry, gripping fiction, interactive game shows, professional counselling,

children's programming and the best of Bollywood celebrity interviews, are

heard on Radio City!

Radio City with its 20 stations reaches out to the SEC AB audience which

largely comprises the advertiser's consuming class. As solution providers to

advertisers, Radio City invests in understanding the advertiser's imperatives

and product propositions. The idea is to design a highly customized offering to

optimally convey the USP of the advertiser's product offering to the FM brand's

discerning listeners while presenting to them choicest infotainment.

Radio City broadcasts round-the-clock using state of the art digital stereo FM for

unmatched quality in signal strength, clarity and brilliance. Radio City has

always been abreast with the latest in technology. Radio City has world class

studio facilities across markets. From state of the art equipment in studios to

skilled technical expertise, they constantly look at upgrading their facilities which

is why they have an MPLS network which allows better networking and data

access across their stations. Additionally, Radio City has also implemented SAP

to optimize national operations.


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A sustained focus on understanding listeners and leveraging the synergies of

music expertise and innovative programming, allows Radio City to deliver a

unique listening experience and be an integral part of the lives of listeners.

Aggressively looking at spreading the Radio City experience across the country,

Radio City 91.1FM is committed to growing the market and creating superlativecontent quality audiences nationwide.

Radio Mirchi 98.3 FM

History

Radio Mirchis holding company Entertainment Network (India) Limited (ENIL)

was incorporated in 1999. After successfully bidding for licenses in the Phase I

auction in 2000, ENIL launched its first station in Indore on October 4, 2001. In

the space of 24 months, Radio Mirchi made its presence felt in seven cities;

along the way it also became the only private FM brand in all the four metros.

Radio Mirchi was also the first off the mark to launch a station from the lot of cities included in Phase II. In quick succession it launched Bangalore,

Hyderabad and Jaipur in early 2006 and completed the final rollout of the

remaining 22 stations recently.

Resources were poured into shipping the highest quality studio and

transmission equipment. The latest in transmitters, mixers and coders were

sourced from globally renowned suppliers based in the United States and

Canada. No cost was spared in ensuring that Radio Mirchi set the standards for

quality of broadcast and coverage in each of its local markets.


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Achievements

Since launching its first station in Indore in 2001, Radio Mirchi has gone from

strength to strength. Today, it is one of the largest private FM radio networks inIndia with licences in 32 cities. As on date all 32 stations are on air.

Radio Mirchi has the distinction of being the only private radio broadcaster to

have licences in all of Indias fourteen cities with a population of over 2 million.

This makes the channel the most valuable network for advertisers. With

revenue exceeding Rs. 170 crore (US$ 42.5 million) Radio Mirchi, in its space,

had an estimated 45% market share (Source: internal data).The company grew

43.6% in the financial year 2006/07. In the first nine months ended December

31, 2007 the companys revenue was Rs. 162.50 crore (US$ 40.63 million) up

32.5% over the previous year.

The channels strength can also be gauged from the fact that Radio Mirchis

total daily reach in the metropolitan cities of Mumbai, Delhi and Kolkata was 7.7

million listeners (Source: Indian Listenership Track Wave 4 2007). In the new

Radio Audience Measurement (RAM) launched by the TV ratings company

TAM, Radio Mirchi dominated Mumbai, Delhi and Bangalore by logging a

combined weekly listenership of approximately 11.3 million (RAM week 02,2008). This is the highest of any station in these three cities combined.

But its not just in the metros that Radio Mirchi scores. Across its 32 cities this

perky entertainment brand reaches out to an estimated 22 million listeners

every day. This is higher than the all India reach of the leading satellite TV

channel.

Not surprisingly Radio Mirchi is also a favourite with advertisers. It has received

due recognition from several quarters. It won four of the six RAPA awardsreceived by radio broadcasters from the Radio and Television Advertising

Practitioners Association of India in 2004; and seven out of eight in 2005. Radio

Mirchi is also the only media brand to have won Gold for Best Activity

Generating Brand Loyalty and a bronze for Best Activity Generating Brand

Awareness and Trial at the 2004 Promotion Marketing Awards of Asia. In 2007

Radio Mirchi won four RAPA Awards. It also won two Gold at the Ad Club

Kolkata and a Gold at the Ad Club Bangalore Awards function.

In 2006 Radio Mirchi was conferred the status of Superbrands in India.


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Program Guide

Program Name Time RJ

Hi Delhi 7:00 am 11:00 am Anant & Saurabh

Mid Day Mohabbat 11:00 am 2:00 pm Stutee

2 Idiots 2:00 pm 5:00 pm Manish & Vikrant

Sunset Samosa 5:00 pm 9:00 pm Naved

Purani Jeans 9:00 pm 12:00 midnight SafiaThe Secret Club 12:00 midnight 4:00 am Rohit

Hi Delhi

Time: 7:00 AM TO 11:00 AMHost: RJ Anant & Saurabh

This show gives the listeners a complete breakfast from whats happening in theworld, weather, business, traffic updates, guests, to the topic of the day. HereDelhi gets to speak. The show provides information, news and audience views.The RJs ensure their audience jumpstarts their day.

Mid Day Mohabbat

Time: 11:00 AM TO 2:00 PMHost: RJ Stutee

This show wears its heart on its sleeve. The RJ in her true bindaas style voicesher opinion on everything close to a womans heart clothes, shoes, good food,and other assorted men.The RJ makes it a point to express her views on all those matters that make thewomen of the city go, Hmmmmm.! as well. Be it men oblivious to socialgraces or the convoluted depiction female characters on TV soaps. None isspared. Needless to say, the women find an able ally in her. And surprisingly,so do the men, who do well to listen and learn!


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2 Idiots

Time: 2:00 PM TO 5:00 PMHost: RJ Manish & Vikrant

The show is hosted by inimitable RJs. A paradox of sorts they are irreverent, yetintelligent with sharp witticisms, comments and observations. All delivered in theclassic PJ style. And in quick time too.The RJs are known for their aadha dimag aur aadhey minute ki bakwaas! Theshow leaves the listeners with a smile on their faces.

Sunset Samosa

Time: 5:00 PM TO 7:00 PMHost: RJ Naved

It is the ultimate "pranks" show with nonstop entertainment. It serves as aperfect companion for the long and tedious drive back home. This show hasimmensely popular segments like Aunty, Mirchi Murga (phone prank),Qawwalis, Unbreakable news etc. The show is a bundle of laughs thats sure tokeep the audience in a good mood after a hard days work. RJ Naved and hismany friends like Sarki Auntie, Old man and now even the great Kali keepsones stomach hurting with laughs.

Purani Jeans

Time: 9:00 PM TO 12:00 MidnightHost: RJ Safia

The show plays favourite retro music. It is a show that makes music from the60's, 70's and 80's sound "cool". The ultimate stop for all Kishore, Rafi, Lata,R.D fans.

The Secret Club

Time: 12:00 Midnight TO 4:00 AMHost: RJ Rohit

The show is all about sharing ones secrets. So, if anybody has a secret, andthey want to vent it out, this is the place.

The Radio Mirchi target market is defined using interesting factors such aslifestyle, attitudes, occasions rather than demographic information alone.


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Although the customer description generally fall within the demographic thathave been identified, this approach provides an increased understanding of what motivates the listener and is used to focus target marketing andpositioning efforts more precisely.

Playing contemporary hits songs Radio Mirchi has always been the No 1 choiceof listeners. IRS 2009 reiterates the same as Mirchi has more than 41 millionlisteners across 32 stations. Its lead over its nearest competitor is more thandouble. Its market share in revenue terms remains in excess of 40% of theprivate FM industry. Radio Mirchi is the number 1 radio brand in the private FMspace.

Conclusion

LISTENERS OF DISPERSION ACROSS SECS AGE AND

GROUPS


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% SPLITOF LISTENERS

STATION SEC

A

SEC

B

SEC

C

SEC

D

15-

19

YRS

20-

24

YRS

25-

34

YRS

35-

44

YRS

45+

%

POPULATIO

N

14 21 38 27 12 15 29 22 23

RADIO

MIRCHI 23 21 26 33 21 19 23 20 20

RADIO CITY 22 21 24 30 22 19 24 9 17

The lead players, Radio Mirchi and Radio City have similar listenership

profiles - a skew towards younger age groups and SEC A and D.

Broadly, both the stations have identical programming currently and are thus

attracting audiences that are very similar. Both the stations have not been ableto carve out a niche for themselves, in any of the markets. Interestingly, a

research commissioned by RED FM in Delhi carried out by Development and

Research Studies( DRS ) has proved that listeners cannot really identify

stations accurately. In 74% of the cases, listeners attributed their favourite radio

programme to the wrong FM station! This suggests a call-for-action for stronger

brand positioning exercises by the stations - and ensuring that they do not

sound just like their next competitor.

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