INDIAN INSTITUTE OF PLANNING MANAGEMENT

A PROJECT REPORT ON

RADIO LISTNERSHIP HABITS AMONG THE

YOUTH

SUB: ADVERTISING MANAGEMENT

By group A-31
• Vaishali Reddy
• Vishnu
• Rohit Patel
• Shivaram
• Rashmith

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DECLARATION
We hereby declare that all the details mentioned in this project
report are to the best of our knowledge and this report is entirely
based on our primary and secondary data. We take the responsibility
of all the information provided in this report.

VISHNU KUMAR VIJAYWARGI RASHMITHKUMAR

SHIVARAM PRASAD ROHITH PATEL.RUDANI

VAISHALI REDDY

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ACKNOWLEDGMENT

We wish to express our sincere appreciation to our advertising

professor Prashant for the encouragement, patience and special care
shown so that we could successfully complete the project .We
profusely thank Mr.Zakhir of Radio mirchi for the valuable inputs he
shared with us and for his assistance in the preparation of the project.
We are also very grateful to all the young executives of Deloitte,
satyam, karvy and DELL who took out time to fill our questionnaires.
The feedback we received was very useful in the preparation of the
project. We also wish to express our sincere appreciation to IIPM which
gave us a wonderful opportunity to do such a wonderful project. We
are also very grateful to our parents and all our family members
without which this publication would not have been possible.

Vaishali reddy.G
Vishnu kumar vijaywargi
Shivaram Prasad.T
Rohit patel Rudani
Rashmith kumar gampa

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 INDEX

S.NO TOPIC PAGE NO.

1. INTRODUCTION 5

2. RESEARCH METHODOLOGY

3. OBJECTIVE OF STUDY

4. IMC

5. ADVANTAGES OF RADIO

6. LIMITATIONS OF RADIO

7. RADIO STATIONS IN HYDERABAD

8. OBSERVATIONS AND DATA PRESENTATIONS

9. RESEARCH FINDINGS

10. BIBLIOGRAPHY

11. ANNEXTURES

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INTRODUCTION

Radio is the most exciting, involving and powerful promotional

medium. Radio’s ability to tease, to create dynamic promotional
concepts, to build anticipation and generate excitement, to magnetize
the audience … the exhilaration radio delivers for both audience and
advertisers is unparalleled.

Radio has made a comeback in the lifestyles of Indians. Radio

has the reputation of being the oldest and the cheapest medium of
entertainment in India. The radio industry has been completely
reshaped by the various private players that entered the sector after
the government allowed foreign investment into the segment and
opened the licenses to the private players .The Indian government
has already given 338 licenses for FM radio channels in 91 big and
small towns and cities. The current size of the radio market is India is
Rs 300 crores and is expected to achieve the highest growth rate of 32
per cent in coming years. The quality of the sound and the music has
improved significantly with the emergence and use of satellite radio.
The audience profile has also shifted to the high-income group. Local
advertising, lower amount of money spent by the companies to
advertise on radio is an added attractiveness for the players. All India
Radio (AIR) - the national service provider owned and operated by the
Ministry of Information and Broadcasting under the Government of
India - is the largest player in the industry.

Despite pre-dating commercial television by about 50 Years, radio in

India lags behind other media by many a mile in terms of share of the
advertising monies – while worldwide radio garners 5-12% of the
advertising monies, in India radio manages less than 2%. This is
despite. All India Radio having a huge network of 141 medium wave
(MW), 54 short wave (SW) and 130 FM transmitters – one of the
largest in the world!

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Radio is a pervasive medium. The low advertisement costs and
extensive reach of radio help advertisers quickly reach and appeal to
their target customers. For advertisers targeting small/niche
audiences, radio worked out to be much more beneficial. Radio
advertising is aptly suited for local promotions, and once audiences
can be targeted, it has tremendous potential to eat into local
mediums. Reportedly, there are more than 150 million radio sets in
India – three times more than the number of TV sets in the country.
On the basis of this data, private radio broadcasters claimed that radio
had vast potential just waiting to be exploited. They aimed at
duplicating the success of satellite television in the radio sector, with
the help of latest digital technologies and innovative programming.
According to estimates, radio’s share in the total advertising budgets
of corporates grew to 5% by 2007 as against less than 1% in 2001.

RADIO ADVERTISNG STATISTICS (2001-2007)

Radio advertising as
Radio Advertising percentage of total
Year
(in Rs billion) Indian advertising
market

2001 1 1.1
2002 1.2 1
2003 2.3 2.1
2004 3.2 2.8
2005 5.1 3.9
2006 8.4 4.6
2007 11.6 5.2

Source (radio mirchi)

Thus, radio ad spend grew by an estimated CAGR of 45% between

2002-2007 as compared to an estimated 15% growth for total ad
spend.

.Industry observers remarked that the greatest challenge before

private FM channels was persuading the urban consumer to regard
radio as a source of entertainment. To get the attention of the urban
consumer, private players started developing programs tailored to
meet the tastes of local listeners, with the help of advanced digital
technologies and superior programming. As part of these efforts,

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private channels conducted intensive research to ascertain the
demographic profiles of radio listeners in order to provide
more targeted programming.

Identification of demographic profiles was also expected to help private

players to attract more advertising revenues, as it would enable them
to offer advertisers access their target audiences. Radio is a far more
intrusive medium compared to television. There is great future for
radio. Even worldwide, radio is becoming a very important medium. In
the US, some $ 19 billion are spent on radio advertising (India’s entire
advertising market is worth $ 2.2 billion).

Radio has survived and flourished as an advertising medium because it

offers advertisers certain advantages for communicating messages to
their potential customers. The pervasiveness of this medium has not
gone unnoticed by advertisers.

RESEARCH METHODOLOGY

Our study contains both primary as well as secondary data

.
SOURCES OF PRIMARY DATA

We conducted a Longitudinal study. We designed structured

Questionnaires to gather information from listeners of radio from
Age groups of 25 to 35 .We conducted several depth and focus group
interviews for several managers from radio city, radio mirchi, RED FM,
BIG FM and All India Radio (AIR) .We collected primary data by
distributing questionnaires to the youth between the age group of 25
to 35. The survey covers a sample size of 70 respondents between the
age group of 25 – 35.

SOURCES OF SECONDARY DATA

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 • Newsletter from Madison Media

• An Advertisers Guide To Better Radio Advertising by Andrew

Ingram and Mark Barber

• TAM MEDIA RESEARCH

• INDIA RADIO FORUM 2008

• HINDU BUSINESS LINE

• BUSINESS WORLD

• Advertising and Promotion by George.E.Belch & Michael A.

Belch

OBJECTIVE OF THE STUDY –

The study was undertaken to ascertain the Radio listenership habits
among the youth between the age group of 25 – 35.

SAMPLING SIZE

Our sampling size was 70 respondents consisting of 35 Male and 35

Female between the age group of 25-35 .Our sampling size mostly
consisted of young working adults working in Deloitte, Satyam, Karvy
and Dell.

QUESTIONNAIRES

The Questionnaires we distributed to the sampling size to gather

information about the Radio listenership habits among the youth were
structured Questionnaires. The Questionnaires we distributed

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contained Dichotomous questions, Multiple choice questions and
completely unstructured questions.

INTEGRATED MARKETING COMMUNICATIONS

Integrated Marketing Communications (IMC), according to The

American Marketing Association, is “a planning process designed to
assure that all brand contacts received by a customer or prospect for a
product, service, or organization are relevant to that person and
consistent over time. Integrated marketing communication can be
defined as a holistic approach to promote buying and selling in the
digital economy. This concept includes many online and offline
marketing channels. Online marketing channels include any e-
marketing campaigns or programs, from search engine optimization
(SEO), pay-per-click, affiliate, email, banner to latest web related
channels for webinar, blog, RSS, podcast, and Internet TV. Offline
marketing channels are traditional print (newspaper, magazine), mail
order, public relations, industry analyst relations billboard, radio, and
television.

Reasons for the Growing Importance of IMC

The move toward integrated marketing communications is

one of the most significant marketing developments that occurred
during the 1990’s and the shift toward this approach is continuing as
we begin the new century. The IMC approach to marketing
communications planning and strategy is being adopted by both large
and small companies and has become popular among firms marketing
consumer products and services as well as business-to-business
marketers.

A fundamental reason is that they understand the

value of strategically integrating the various communications functions
rather than having them operate autonomously.

By coordinating their marketing communications efforts

companies can avoid duplication, take advantage of synergy among
promotional tools, and develop more efficient and effective marketing
communications programs. Advocates of IMC argue that it is one of
the easiest ways for a company to maximize the return on it’s
investment in marketing and promotion. The move to integrated
marketing communications also reflects an adaptation by marketers to

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a changing environment particularly with respect to consumers
technology and media. Major changes have occurred among
consumers with respect to demographics, life styles , media use , and
buying and shopping patterns. In addition to facing the decline in
audience size for many media marketers are facing the problem of
consumers being less responsive to traditional advertising. They
recognize that many consumers are turned off by advertising and
tired of being bombarded with sales messages. The integrated
marketing communications movements is also being driven by changes
in the ways companies market their products and services . Major
characteristics of this marketing revolution include .

A shifting of marketing dollars from media advertising to

other forms of promotion , particularly consumer –and trade –oriented
sales promotions . many marketers feel that traditional media
advertising has become too expensive and is not cost –effective. Also
,escalating price competition in many markets has resulted in
marketers pouring more of their promotional budgets into price
promotions rather than media advertising.
A movement away from relying on advertising –
focused approaches ,which emphasize mass media such as network
television and national magazine ,to solve communication problems.
Many companies are turning to lower -cost, more targeted
communication tools such as event marketing and sponsorships, direct
mail , sales promotion , and the internet as they develop their
marketing communications strategies.

A shift in market place power from manufacturers to

retailers. Due to consolidation in the retail industry, small local
retailers are being replaced by regional , national , and international
chains. These large retailers are using their clout to demand larger
promotional fees and allowance from manufacturers, a practice that
often siphons money away from advertising. More over ,new
technologies such as checkout scanners give retailers information on
the effectiveness of manufacturers promotional programs. This is
leading many marketers to shift their focus to promotional tools that
can produce short-term results. such as sale promotion.

The rapid growth and development of database

marketing. Many companies are building database containing customer
names; geographic, demographic , and psychographic profiles;
purchase patterns; media preferences; credit ratings; and other
characteristics. Marketers are using this information to target
consumers through a variety of direct- marketing methods such as

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telemarketing , direct mail, and direct- response advertising , rather
than relying on mass media. Advocates of the approach argue that
database marketing is critical to the development and practice of
effective IMC.

Demands for greater accountability from advertising

agencies and changes in the way agencies are compensated. Many
companies are moving towards incentive- based systems whereby
compensation of their ad agencies is based , at least in part , on
objective measures such as sales , market share , and profitability.
Demands for accountability are motivating many agencies to consider
a variety of communication tools and less expensive alternatives to
mass- media advertising.
The rapid growth of the internet, which is changing the very nature of
how companies do business and the ways they communicate and
interact with consumers. The internet revolution is well under way, and
the internet audience is growing rapidly. The internet is an interactive
medium that is becoming an integral part of communication strategy,
and even business strategy, for many companies.
This marketing revolution is affecting everyone
involved in the marketing and promotional process. Companies are
recognizing that they must change the ways they market and promote
their products and services. They can no longer be tied to a specific
communication too such as media advertising rather they should use
whatever contact methods offer the best way of delivering the
message to their target audiences. Ad agencies continue to reposition
themselves as offering more than just advertising clients integrated
communications needs. Most agencies recognize that their future
success depends on their ability to understand all areas of promotion
and help their clients develop and implement integrated marketing
communications programs.

The tools for IMC

Promotion has been defined as the coordination of all

seller-initiated efforts to set up channels of information and persuasion
in order to sell goods and services or promote an idea . while implicit
communication occurs through the various elements of the marketing
mix, most of an organization’s communication with the marketplace
take place as part of a carefully planned and controlled promotional
program. The basic tools used to accomplish an organization’s
communication objectives are often referred to as the promotional
mix.

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Traditionally the promotional mix has included four elements:
advertising, sales promotion, publicity/public relations, and personal
selling. However, in this text we view direct marketing as well as
interactive media as major promotional –mix elements that modern-
day marketers use to communicate with their target markets. Each
eletool that plays that plays a distinctive role in an IMC program.

Each may take on a variety of forms. And each has

certain advantages.

Advertising is defined as any paid form of non

personal communication about an organization, product, service, or
idea by an identified sponsor. The paid aspect of this definition reflects
the fact that the space or time for an advertising message generally
must be bought. An occasional exception to this is the public service
announcements whose advertising space or time is donated by the
media.

The non personal component means that advertising

involves mass media(e.g . radio, magazines, newspapers )

That can transmit a message to large groups of individuals,

often at the same time. The nonpersonal nature of advertising means
that there is generally no opportunity for immediate feedback from the
message recipient .therefore, before the message is sent , the
advertiser must consider how the audience will interpret and respond
to it.
Advertising is the best –known and most widely
discussed form of promotion, probably because of its pervasiveness. It
is also a very important promotional tool, particularly For companies
whose products and services are targeted at mass consumer markets.

There are several reasons why advertising is such an

important part of many marketer’s promotional mixes. First it can be
a very cost-effective method for communicating with large audiences.
Advertising can be used to create brand images and symbolic appeals
for a company or brand , a very important capability for companies
selling products and services that are difficult to differentiate on
functional attributes.

Another advantage of advertising is its ability to strike

a responsive chord with consumers when differentiation across other
elements of the marketing mix is difficult to achieve. The nature and
purpose of advertising differ from one industry to another and/or

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across situations. The targets of an organization’s advertising efforts
often vary. As do advertising’s role and function in the marketing
program. One advertiser may seek to generate immediate response or
action from the customer; another may want to develop awareness or
a positive image for its products or service over a longer period.

Direct Marketing

One of the fastest –growing setters of the U.S

economy is direct marketing, in which organizations communicate
directly with target customers to generate a response and / or a
transaction. Traditionally, direct marketing has not been considered an
element of the promotional mix. However, because it has become such
an integral part of the IMC program of many organizations and often
involves separate objectives, budgets, and strategies, we view direct
marketing as a component of the promotional mix. Direct marketing is
such more than direct mail and mail order catalogs. It involves a
variety of activities, including database management, direct selling,
telemarketing, and direct response ads through direct mail, the
internet, and various broadcast and print media. One of the major
tools of direct marketing is direct response advertising, where by a
product is promoted through an ad that encourages the consumer to
purchase directly from the manufacturer. Direct-response advertising
and other forms of direct marketing have become very popular over
the past two decades, owing primarily to changing life styles,
particularly the increase in two- income house holds. More recently,
the rapid growth of the internet is fueling the growth of direct
marketing.

Interactive/Internet Marketing

As the millennium begins, we are experiencing perhaps

the most dynamic and revolutionary changes of any era in the history
of marketing, as well as advertising and promotion. These changes are
being driven by advances in technology and developments that have

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led to dramatic growth of communication through interactive media,
particularly the internet. Interactive media allow for a back-and forth
flow of information where by users can participate in and modify the
form and content of the information they receive in real time. Unlike
traditional forms of marketing communications such as advertising ,
which are one-way in nature, the new media allow users to perform a
variety of functions such as receive and alter information and image,
make inquiries, respond to questions, and, of course, make
purchases.

While the Internet is changing the ways companies

design and implement their entire business and marketing strategies,
it is also affecting their marketing communications programs. Perhaps
the most prevalent perspective on the Internet is that it is an
advertising medium, as many marketers advertise their products and
services on the websites of other companies and/or organizations.
Actually, the Internet is a medium that can be used to execute all the
elements of the promotional mix. In addition to advertising on the Web
, marketers offer sales promotion incentives such as coupons,
contests, and sweepstakes online, and they use the Internet to
conduct direct marketing, personal selling, and public relations
activities more effectively and efficiently.
While the Internet is a promotional medium, it can also be viewed as a
marketing communications tool in its own right. Because of its
interactive nature, it is a very effective way of communicating with
customers. Many companies recognize the advantages of
communicating via the Internet and are developing Web strategies and
hiring interactive agencies specifically to develop their websites and
make them part of their integrated marketing communications
program. However, companies that are using the Internet effectively
are integrating their Web strategies with other aspects of their IMC
programs.

Sales Promotion

The next variable in the promotional mix is sales

promotion, which is generally defined as those marketing activities
that provide extra value or the ultimate consumer and can stimulate
immediate sales. Sales promotion is generally broken into two major
categories: consumer-oriented and trade-oriented activities.

Publicity/Public Relations

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 Publicity refers to non-personal communications
regarding an organization, product, service, or idea not directly paid
for or run under identified sponsorship. It usually comes in the form of
a news story, editorial, or announcement about an organization and/or
its products and services. Like advertising, publicity involves non-
personal communication to a mass audience, but unlike advertising,
publicity involves non-personal communication to a mass audience, for
by the company. The company or organization attempts to get the
media to cover or run a favorable story on a product, service, cause,
or event to affect awareness, knowledge, opinions, and\or behavior.
Techniques used to gain publicity include news release, Press
conferences, feature articles, photographs, films, and videotapes. An
advantage of publicity over other forms of promotion is its credibility.
Consumers generally tend to be less skeptical toward favorable
information about a product or service when it comes from a source
they perceive as unbiased. Another advantage of publicity is its low
cost, since the company is not paying time or space in a mass medium
such as TV, radio ,or newspapers.

Public Relations it is important to recognize the

distinction between publicity and public relations. When an
organization systematically plans and distributes information in an
attempt to control and manage its image and the nature of the
publicity it receives, it is really engaging in a function known as public
relations. Public relations is defined as “the management function
which evaluates public attitudes, identifies the policies and procedures
of an individual or organization with the public interest, and executes a
program of action to earn public understand and acceptance. Public
relations generally has a broader objective than publicity, as its
purpose is to establish and maintain a positive image of the company
among its various, publics.
Public relations uses publicity and variety of other
tools-including special publications , participation in community
activities, fund-raising, sponsorship of special events, and various
public affairs activities-to enhance an organization’s image.

Personal Selling

The final element of an organization’s promotional mix is

personal selling, person-to-person communication in which a seller
attempts to assist and/or persuade prospective buyers to purchase the
company’s product or service or to act on an idea. Unlike advertising,
personal selling involves direct contact between buyer and seller, either
face-to-face or through some form of telecommunications such as

15
telephone sales. This interaction gives the marketer communication
flexibility; the seller can see or hear the potential buyer’s reactions and
modify the message accordingly. The personal, individualized
communication in personal selling allows the seller to tailor the
message to the customer’s specific needs or situation.

Personal selling also involves more immediate and precise

feedback because the impact of the sales presentation van generally
be assessed from the customer’s reactions

ADVANTAGES OF RADIO

Radio has many advantages over other media –

• Cost and Efficiency - One of the main strengths of radio as an

advertising medium is its low cost .Radio commercials are very
inexpensive to produce. They require only a script of the commercial to be
read by the radio announcer or a copy of a prerecorded message that can
be broadcast by the station. The cost for radio time is also low .The low
relative costs of radio make it one most efficient of all advertising media
,and the low absolute cost means the budget needed for an effective radio
campaign is often lower than that for other media. The low cost of radio
means advertisers can build more reach and frequency into their media
schedule within a certain budget. They can use different stations to
broaden the reach of their messages and multiple spots to ensure
adequate frequency.

• Selectivity – Another major advantage of radio is the high degree of

audience selectivity available through the various program formats and
geographic coverage of the numerous stations. Radio lets companies
focus their advertising on specialized audiences such as certain
demographic and lifestyle groups. Most areas have radio stations with
formats such as adult contemporary, easy listening , classical music,
country news/talk shows to name a few. Radio can reach consumers
other media can’t .Radio has become a popular way to reach specific non-
English speaking ethnic markets .As mass marketing gives way to market
to market segmentation and regional marketing, radio will continue to grow
in importance.

• Flexibility – Radio is probably the most flexible of all the advertising media
because it has a very short closing period, which means advertisers can

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 change their message almost up to the time it goes on the air. Radio
commercials can usually be produced and scheduled on very short notice
.Radio advertisers can easily adjust their messages to local market
conditions and marketing situations.

• Mental imagery- A Potential advantage of radio that is often

overlooked is that it encourages listeners to use their imagination
when processing a commercial message. While the creative
options of radio are limited, many advertisers take advantage of
the absence of a visual element to let consumers create their own
picture of what is happening in a radio message. Radio may also
reinforce television messages through ‘image transfer ‘.

• Integrated Marketing Opportunities – Radio provides

marketers with a variety of integrated marketing opportunities.
Radio stations become an integral part of many communities, and
the deejays and program hosts may become popular figures.
Advertisers often use radio stations and personalities to enhance
their involvement with a local market and to gain influence with
local retailers .Radio also works very effectively in conjunction
with place-based /point of purchase promotions. Retailers often
use on-site radio broadcasts combined with special sales or
promotions to attract consumers to their stores and get them to
make a purchase. Live radio broadcasts are also used in
conjunction with event marketing.

LIMITATIONS OF RADIO

Several factors limit the effectiveness of radio as an advertising

medium, among them creative limitations, fragmentation, chaotic
buying procedures, limited research data, limited listener attention and
clutter. The media planner must consider them in determining the role
the medium will play in the advertising program.

• Creative Limitations - A major drawback of radio as an

advertising medium is the absence of a visual image. The radio
advertiser cannot show the product, demonstrate it, or use any
type of visual appeal or information. Because of these creative
limitations many companies tend to ignore radio , and agencies
often assign junior people to the development of radio
commercials.

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• Fragmentation – Another problem with radio is the high level
of audience fragmentation due to the large number of stations.
The percentage of the market tuned to any particular station is
usually very small. Advertisers that want a broad reach in their
radio advertising media schedule have to buy time on a number
of stations to cover even a local market.

• Chaotic Buying Procedures – It should be readily apparent

how chaotic the media planning and purchasing process can
become for the advertiser that wants to use radio on a
nationwide spot basis. This problem has diminished somewhat in
recent years as the number of radio networks and of syndicated
programs offering a package of several hundred stations
increases.

• Limited Research Data – Audience research data on radio are

often limited, particularly compared with TV, magazines, or
newspapers .Most radio stations are small operations and lack
the revenue to support detailed studies of their audiences. And
most users of radio are local companies that cannot support
research on radio listnership in their markets. Thus, media
planners do not have as much audience information available to
guide them in their purchase of radio time as they do with other
media.

• Limited Listener Attention –Another problem that plagues

radio is that it is difficult to retain listener attention to
commercials. Radio programming, particularly music, is often the
background to some other activity and may not receive the
listeners’ full attention. Thus they may miss all or some of the
commercials.

• Clutter – Clutter is just a problem with radio as with other

advertising media .Advertisers must create commercials that
break through the clutter or use heavy repetition to make sure
their messages reach consumers.

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 RADIO STATIONS IN HYDERABAD

Hyderabad is hot with a wide variety of FM Radio channels. :

1. Radio Mirchi - 98.3 FM

Slogan: Idi Chala Hot Guru
Pros: Popular anchors with attractive voices is its asset. Times of India
support.
Cons: Little variety in songs (very few old melodies and Hindi songs).

From the day it was launched, Radio mirchi, Hyderabad was a run
away hit with the Hyderabadis, particularly the Telugu speaking. There
are no. of programmes matching with the mood of the day. The
selection of topics is contemporary, youthful with local flavour and
liberal dose of humour and infotainment. Though it is predominantly
music/song based radio, it also entertains the listeners with jokes,
witty conversations etc. the credit goes to its anchors, the script
writers and the producers of the programmes. The anchors are
knowledgeable and speak good normal Telugu. Their conversation is
spontaneous, natural and decent

The topics are mostly local and hence interesting. Some of the popular
programmes are bumper to bumper, which keeps us informed about
the traffic conditions at various parts of the city-very useful for car
drivers (any one can send messages to the radio regarding the traffic
conditions, and they are read out), Bunty and Chanti- a hillarious
exchange of words between two charecters-bunty and chanti.

Among the anchors, Hemant and Bhargavi, Bharati and Anita are the
best. Another happy feature of this channel is that there are practically
no irritating advertisements.

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2. Big FM: 92.7 FM

Slogan: Vinu Vinipinchu; Life Andinchu

Pros: Good Song Collection and Big ad spend by Reliance. Popular Jhansi
anchoring.
Cons: Its other anchors are not as popular as Radio mirchi

BIG FM is owned by Adlabs which is owned by Anil Dhirubhai Ambani

Group (ADAG).

BIG 92.7 FM is poised to create history with its pan India presence,
spanning across 45 cities, 1000 towns and 50,000 villages to reach
200 million Indians across the length and breadth of the country. The
company plans to take FM radio as a medium of entertainment not
only to the key metros, but also to virgin markets that have never
before experienced this medium of entertainment
BIG 92.7 FM has the capacity to touch every fifth Indian across the
country - every third urban Indian and one in every eight Indian in the
rural areas. In short, BIG 92.7 FM will have the largest coverage from
any private radio channel in the country. BIG 92.7 FM, Hyderabad has
become the first radio station in Hyderabad to Podcast on-air shows on
its website. Through this new offering, Hyderabadis from anywhere in
the world can catch up with their favorite radio jockeys, listen to their
favorite songs, and listen to some great content ranging from
interviews with Tollywood Stars, jokes, get interesting updates on the
latest city happenings and much more, all at one click of the mouse.

In keeping with its endeavor to impact people's lives positively, BIG

92.7 FM has a wide range of entertainment options and the same is
not restricted to merely on air offerings but are being taken on-ground
as well as on-line. Among the wholesome entertainment mix that is
available on the website includes audio content from various shows
including jokes, celebrity interviews, pranks and a whole lot of fun
programs as Podcast which can be accessed by anyone from anywhere
in the world, through the internet.. By providing Podcast service BIG
92.7 FM has created a common platform for its listeners from across
the world to come together and enjoy entertainment unlimited!

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3. Radio City - 91.1 FM

Verdict: Not as popular as in Bangalore.

Pros: Popular among Hindi Audience.
Cons: Anchors and money.

Radio City is currently running in 18 different cities/towns in India. It

was launched in Hyderabad in March 2006. Radio City programming is
an outcome of an extensive and in-depth research undertaken by the
industry experts. This has resulted in a host of customized Hindi and
Telugu programmes reflecting the 'true Sound of Hyderabad'.

Radio City 106.4 FM caters to the tastes of discerning music lovers

cutting across students, housewives, working men which will ultimately
give advertisers a great value for their money spent. The programming
mix of Radio City includes shades of romance, comedy, josh, fantasy,
novelty, unpredictability & masti - something to please everyone, in
every mood, adds the release. A rich history, vibrant culture and
monuments, a heritage in arts, crafts and dance is not all Hyderabad is
known for and passionate about. Hyderabad also prefers exclusive
music. This makes Radio City roll out a special mix of premium and
supreme shows and a track list that features only the latest hit. Hindi
music to keep the who's who in Hyderabad tuned in and satisfied

4. Rainbow FM - 101.9

Verdict: Very popular FM station before Private players entrance.

Pros: Popular among Family audience.
Cons: Not aggressive

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..

5. Hyderabad FM: 102.8

Verdict: Oldest FM radio station.

Pros: Popular among Old Hindi songs lovers.
Cons: Government control.

6. Sun FM - 93.5 FM

Slogan: Vinandi Vinandi; Ullasamga Uthsamga

Verdict : Became popular within a short period.

Pros: Very good song collection, SUN TV experience and Chiranjeevi and
Pavan Kalyan ads.
Cons: Late entrance into Hyderabad market.

Sun TV has arrived on the FM scene as well.. The FM station they are
offering is called, the ‘S FM’.

They go by the tagline:” Vinnandi Vinnandi, Ullasanga Utsahanga ”

Launched on the 6th of November, you can tune into them at 93.5
MHz. Simultaneously launching in Hyderabad, Jaipur and Bangalore.
You can tune into the same frequency in all the three cities. The launch
announced that S FM is launched through the subsidaries of Sun TV
Ltd. like Kal Radio Ltd and South Asia FM Ltd.According to some news,
Sun TV aquired 45 of the 68 FM stations that were up for bid. When

22
they do launch, S FM brand will be one of the biggest FM Radio
Networks across India.

OBSERVATIONS AND DATA PRESENTATIONS

23
 Only in the
11% Car/Bus or Auto
3% Only at Home
9%
Only at the work
3% Place
51%
At the workplace
And In the car
At the work place
23% And at Home
The Car and at
Home

24
 Places Percentages

Only in the Car/Bus or Auto 51%

Only at Home 23%

Only at the work place 3%

At the workplace and in the car 9%

At the work place and at Home 3%

The Car and at Home 11%

Timings Percentage

In the Morning 21.43%

In the Afternoon 14.28%

In the evening 17.14%

25
In the Night 47.14%
26
 % of people not switching radio
Channels during radio advertisements – 29%

% of people switching
radio
Channels during radio
advertisements – 71%

27
28
 Importance Of Radio Channels

40
35
30
Percentage

25
20
15
10
5
0

s
s

s
ic

ts

o
s

t
ow

di
'

en
us

RJ

ne
te

Ra
Sh
M

em
n
Co

s
rti
ve
Ad

Radio Programs

29
Radio Programs Percentage
Music 37
RJ's 18
Contests 5
Shows 2
News 10
Radio 12
Advertisements 16

30
31
 Boredom with Current
40
Station
34.28
35
To Listen to Different
Type of Music
30
Percentage

24.28 To Listen to Particular

25 Program on another
Station
20 To Avoid
14.28 Advertisements
15
To Avoid Particular DJ/
10 8.57
7.14 7.14 Presenter / Programme
5 4.28
To get news and traffic
0 Updates on another
Station
Any Other Reason

32
Boredom with To Listen to To Listen to To Avoid To Avoid To get news
Current Different type Particular Advertisements Particular DJ/ and traffic Any
Station of Music Program on presenter / updates on Other
another Station Program another Reason
station

7.14% 24.28% 8.57% 34.28% 4.28% 14.28%

7.14

33
31% 52% listen to
radio in the
weekdays

17% listen to
52% radio on
Saturdays

31% listen to
radio on
17% Sundays

34
35
In the Night (6 to
10 pm)
30
y = 5.6x + 3.5
25
Percentages

Series1
20
In the Morning (6 Linear (Series1)
to 12 am)
15
In the Evening (4
to 6 pm)
10
In the Afternoon
5 (12 to 4 pm)

0
0 1 2 3 4 5

Timings

35
 Graph Representing the Listener ship
of Various Radio Channels in
Hyderabad

80
Percentage

70 Series4
60
50 Series3
40
30 Series2
20 Series1
10
0
i
hi

ha w
th
B ty
FM

i o FM

d bo
ir c
.7 Ci

ra
ad S
M

vi i n
ig
92 di o

Vi Ra
R .5

B
a

.3 93
R

2. 1.9
.1

10 0
91

1
8
98

Radio Channels

36
 Mornin Afternoo Evening Night
g n

91.1 Radio City 15 10 12 33

92.7 Big FM 12 15 8 35

93.5 SFM 15 7 10 38

98.3 Radio Mirchi 18 8 6 28

101.9 Rainbow 14 5 18 33

102.8 Vivid Bharathi 26 12 16 16

37
38
 Analysis on Different Radios in a Week

45
40
35
30
Percentage

25 Week Days
Saturdays
20
Sundays
15
10
5
0
M
FM

ow
ty

hi

hi
SF
Ci

irc

t
inb

ra
g

M
io

.5
Bi

a
Ra

Bh
d

93

io
.7
Ra

9
92

vid
Ra

1.
.1

10

Vi
91

.3

8
98

2.
10

Radio Stations

39
 Week Saturdays Sundays
Days
36 12 22
91.1 Radio City

38 16 16
92.7 Big FM

32 18 20
93.5 SFM

41 15 14
98.3 Radio Mirchi

30 22 18
101.9 Rainbow

37 17 16
102.8 Vivid Bharathi

40
RESEARCH FINDINGS

Out of the total 70 respondents 51% of them listened

to radio only in the car /bus/auto ,23% of them
listened to radio only at home , 3% listened to radio
at workplace ,9% listened to radio at home and in the
car,
3% listened to radio at the workplace and at home,
11% listened to radio in the car and at home.

Out of the total 70 respondents 21.43% listened to

radio in the morning ,14.28% listened to radio in the
afternoon , 17.14 % listened to radio in the evening
and 47.14 % listened to radio in the night .

Out of the total 70 respondents 29 % did not switch

radio channels during advertisements whereas 71 %
switched radio channels during advertisements.

Out of the total 70 respondents 7.14% switch radio

channels because of boredom with the current station
,24.28% switch radio channels to listen to different
type of music,8.57% switch radio channels to listen to
a particular programme on another station,34.28%
switch radio channels to avoid advertising ,4.28 %
switch radio channels to avoid a particular
DJ/presenter,14.28 % switch radio channels to get
news and traffic updates on another station and 7.14
% change radio channels for any other reason.

Out of the total 70 respondents 52% of them listen to

radio only in the weekdays, 17% of them listen to
radio only on Saturdays and 31% of them listen to
radio only on Sundays.

41
Out of the total 70 respondents the RJs were recalled
by only 32% of the sample, 68% could not recall the
RJs.

Out of the total 70 respondents 71% felt more live

shows should be added whereas 29 % felt more live
shows should not be added .

About 45% of the sample liked to English music-

Rock, Pop, Jazz, Hip hop, Soft music and Heavy metal
with a little of Hindi film songs and Indi-pop. The
other 55% of the sample liked to listen to Hindi music-
Indi-pop, film songs [new and old] and Ghazals with a
little of English music. The rest 2% were not so
particular and listened to both English and Hindi
music.

Out of the total 70 respondents 69% felt music was

the most important factor for a radio channel, 24 %
felt the RJs were the most important factor for a radio
channel, 5 %felt the contests were important for a
radio channel and 2% felt news was important for a
radio channel.

42
BIBLIOGRAPHY

• Newsletter from Madison Media

• An Advertisers Guide To Better Radio Advertising by Andrew

Ingram and Mark Barber

• TAM MEDIA RESEARCH

• INDIA RADIO FORUM 2008

• HINDU BUSINESS LINE

• BUSINESS WORLD

• Advertising and Promotion by George.E.Belch & Michael A.

Belch

• Marketing management by Philip kotler and Kevin Lane Keller

43
ANNEXURES ;-

QUESTIONNAIRE
.
Please take a couple minutes to complete this brief questionnaire.
Thanks for your insights!

NAME - :

AGE -:

PROFESSION - :

GENDER - :

1. Do you actually listen to radio?

2. If yes, which is your favourite radio channel in Hyderabad

you generally listen to? (can be more than one )

3. Specify the reasons what makes the above radio channel

your favourite ?

44
4. When do you generally listen to the radio?

• Only in the car /bus /auto

• Only at home

• Only at the work place .

• At the workplace and in the car / bus /auto

• At work place and at home

• In the car and in the workplace

• In the car and at home

• At home , in the car and at the work place

5 . When do you listen to the radio the most?

• Weekdays

• Saturdays

• Sundays

6 When do you listen to the radio? (Can be more than one)

• In the morning

• In the afternoon

• In the evening

• In the night

7. What kind of music do you generally like listening on radio?

45
8 .Which is your favourite radio programme on the current radio
channels? (Can be more than one)

9. Who is your favourite RJ?

10. Do you think more live request shows should be added?

11. Do you actually listen to the advertisements on radio? Do you

change the radio channels during advertisements?

12.

Rate from 1 to 4. (1=most important) (4 =least important)

According to you what how important are the following to a

radio channel:

category 11 22 3 44
music
RJ ‘S
contests

46
Shows
news
Radio
advertisements

13. Do you switch radio channels often or are you dedicated to

one radio channel?

14. If you switch radio channels why do you generally switch

radio channels?

• Boredom with current station

• To listen to different type of music
• To listen to a particular programme on another station
• To avoid advertising
• To avoid a particular DJ/presenter/programme
• To get news and traffic updates on another station

47
48
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