Chapter –I

INTRODUCTION
1.1 RADIO

The concept of the radio first came about in 1879 however it was not really perfected until 1922
when the first radiobroadcast occurred in 1922 in Pittsburgh. Listening to the radio instantly
became popular and developed interest over night. As a result of the success, many other radio
stations opened up. It was in the 1940s that the use of radio truly skyrocketed. Radio became the
"lifeline" for many because it was a cheap way to stay involved and aware of what was going on
around them. It was informative and entertaining due tot he music and news programs. Two
well-known radio hosts were Arthur Godfrey and Kate Smith. The government became
interested in the major appeal the radio network held so they began to use the radio for
propaganda.

Private FM radio has emerged as the fastest growing segment in the media, notching up an
average 30 per cent growth in advertising revenues, compared to the industry's average of 18 per
cent, according to ACNielsen's Radio Audience Measurement (RAM) service. Moreover, it is
expected to increase to US$ 218.49 million over the next two years from the current US$ 133.52
million. FM radio broadcasting has expanded at a rapid pace and India today has over 300 FM
radio stations.

Recently, Sun TV Network has decided to allow South Asia Multimedia Technologies Ltd, an
investment arm of Malaysia-based Astro Group, to increase its stake in its FM subsidiary, South
Asia FM, to 20 per cent from the current 6.98 per cent.

Radio waves" transmit music, conversations, pictures and data invisibly through the air, often
over millions of miles -- it happens every day in thousands of different ways! Even though radio
waves are invisible and completely undetectable to humans, they have totally changed society.

Radio broadcasting is government monopoly under the Directorate General of All India Radio
established in 1936 and since 1957 also known as Akashvani-a government owned, semi
commercial operation of the Ministry of Information and Broadcasting. From only six stations at

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the time of independence, All India Radio’s network had expanded by the mid – 1990s to 146
AM stations plus a National Channel, the Integrated North- East Service (amide at tribal groups
in northeast India), and the External Service. There are five regional headquarters for all India
Radio : the North Zone in New Delhi , the North – East Zone in Guwahati, Assam, the East Zone
in Calcutta, the West Zone in Bombay, and the South Zone in Madras.

The government – owned network provides both national and local programs in Hindi, English,
and sixteen regional languages.. Commercial services, which were inaugurated in 1967, are
provided by VividhBharti Service, headquartered in Bombay. VividhBharti, which accepts
advertisements, broadcasts from thirty – one AM and FM stations in the mid- 1990s. India has an
extensive network of medium wave and shortwave stations. In 1994 there were eighty five FM
stations and seventy –three shortwave stations that covered the entire country.

1.2 CONSUMER PERCEPTION

Consumers can evaluate a product along several levels. Its basic characteristics are inherent to
the generic version of the product and are defined as the fundamental advantages it can offer to a
customer. Generic products can be made distinct by adding value through extra features, such as
quality or performance enhancements. The final level of consumer perception involves
augmented properties, which offer less tangible benefits, such as customer assistance,
maintenance services, training, or appealing payment options. In terms of competition with other
products and companies, consumers greatly value these added benefits when making a
purchasing decision, making it important for manufacturers to understand the notion of a “total
package” when marketing to their customers. For example, when manufacturing automotive
parts, a high-performing product will provide the customer base with basic benefits, while
adding spare parts, technical assistance, and skill training will offer enhanced properties to create
a total package with increased appeal to consumers.

Consumer perceptions are influenced by a variety of factors. Besides the actual outcome – i.e.
did the product or service deliver the expected function and did it fulfil the customers need – the

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whole process of consumption and all interactions involved are of crucial importance. In today’s
globalised information driven economy this can also comprise issues like:

 How other customers or influencing groups perceive the product or brand

 The degree to which the customer feels the actual marketing campaign addresses the
most important issues
 Responsiveness and service quality of any affiliates, e.g. distribution partners

Consumer perceptions are dynamic. First of all, with the developing relationship between
customer and company, his perceptions of the company and its products or services will change.

The more experience the customer accumulates, the more his perceptions will shift from fact-
based judgements to a more general meaning the whole relationship gains for him. Over time, he
puts a stronger focus on the consequence of the product or service consumption.

Moreover, if the customers’ circumstances change, their needs and preferences often change too.
In the external environment, the offerings of competitors, with which a customer compares a
product or service will change, thus altering his perception of the best offer around. Another
point is that the public opinion towards certain issues can change. This effect can reach from
fashion trends to the public expectation of good corporate citizenship. Shells intention to dump
its Brent Spar platform into the ocean significantly altered many customers perception of which
company was worth buying fuel from.

Times FM (now Radio Mirchi) began operations in 1993 in Ahmedabad. Until 1993, All India
Radio or AIR, a government undertaking, was the only radio broadcaster in India. The
government then took the initiative to privatize the radio broadcasting sector. It sold airtime
blocks on its FM channels in Indore, Hyderabad, Mumbai, Delhi, Kolkata, Vizag and Goa to
private operators, who developed their own program content. The Times Group operated its
brand, Times FM, till June 1998. After that, the government decided not to renew contracts given
to private operators. In 2000, the government announced the auction of 108 FM frequencies
across India.

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 CHAPTER - 2
COMPANY PROFILE

Indian policy currently states that these broadcasters are assessed a One-Time Entry Fee
(OTEF), for the entire license period of 10 years. Under the Indian accounting system, this
amount is amortised over the 10 year period at 10% per annum. Annual license fee for private
players is either 4% of revenue share or 10% of Reserve Price, whichever is higher.

Earlier, India's attempts to privatise its FM channels ran into rough weather when private players
bid heavily and most could not meet their commitments to pay the government the amounts they
owed.

YELLOW

Colour of joy and happiness, budding from hearty association, fetches unfading memories for
lives. My FM 94.3 very own fm station of Raipur beats in every Raipurian. My FM 94.3 favours
and honours the rich and vivid culture, which the city inherits with pride.

ORANGE

Colour of creativity and enthusiasm, brings the benign warmth of the sun.

My FM 94.3 makes you intensely involved with its dynamic and most excellent RJs. Bubbly RJs
are entertaining at the same thing giving enough food for thought by their utility talks. This is the
driving characteristic of My FM 94.3 you would love to hear.

My FM 94.3 has not emphasized just on the voice of RJs. We have woven them in Raipur
culture. They are breathing Raipur’s language, accent and the culture. They are not celebrities
but just like a neighbour, next to you.

RED

Colour of energy and enthusiasm, adds action and confidence to life. This is the warmest of all
colours, chosen by the extroverts.

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My FM 94.3 also brings vitality and vivacity to our lives through its vibrant music shades. My
FM 94.3 serves yours ears with best-chosen numbers. Be it pop, popular Hindi songs or
extraordinary gems from old classics, My FM 94.3 offers the best of class music to its listeners
and make them fall in love.

Management

MY FM 94.3 104.8 FM is Radio fm Brand Owned by Raneka Fincom Pvt. Ltd. Company which
also owns Business like Ad world, Percept Media. The Company acquired licenses to operate in
Raipur Chhattisgarh,

They Reach Engage and Enrich Consumers through the power of relevant Ideas in the Process
creating ever growing Values for their Stakeholders.

Listener Centric Ideas: Ideas that Evolve from deep understanding and appreciation of
Listeners, their clients and the markets they operate in

Reach: Through ever growing vast network and media platforms spread across the
state

Enrich: Through the Power entertainment, content, experiences, knowledge,

awareness and interactivity

Engage: Through Listener centric Ideas delivered through multiple touch points

Service Leadership: Their Listener, consumer, client and Stake holder interests are
always ahead of everything else.

Excellence in Execution: ‘Compromise’ is word that does not exist for them. When they
deliver, they Excel.

Sense of Urgency: They Value the power of time and demonstrate this in their
everyday functioning.

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Team Work: Their motto “We are one, we are none.”

Constant Innovation: They Love new ideas and better ways to do things. They set new
benchmarks, and not chase existing ones.

The First Station

Raipur the first station was launched on 2nd Feb, 2007.
From that day, now we are living on we have become “Aap ka Apna Radio Station “

PRESENT SITUATION:

Since from the inception we have captured the Heart and Ears as well, of our listeners. With
constant innovation and listener centric ideas brand has engaged the listener and has become
Raipur ka apna Radio Station.

My FM 94.3 has been rated No 2 station By IRS in many categories.

THE PR (Public Relation) PLAN

The PR initiative was a collaborative effort between the company and the PR agency. As the
objective was decided upon, the client and the agency came to a common consensus regarding
the approach that should be taken. The plan as follows:

Initial Phase of the launch of the station - the initial aim was to create maximum publicity for
the radio station so that the people get to know about the existence of the station. The focus was
on creating publicity through local media vehicles.

The second year- the focus shifted from local media to national media. Building the brand MY
FM 94.3 104.8 FM nationally was the major target.

The third year- the focus was not limited to creating publicity but also to woo the investors.
From mainline national media, the focus shifted to trade media.

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CORPORATE SOCIAL RESPONSIBILITIES

The environmental, social and economic impact that CSR has, coupled with the local nature
and power of the medium, the social initiatives are carefully crafted to ensure empowerment
and partnership, which ensure 'inclusive growth' of the local populace.

Some of the key initiatives undertaken are...

Natural Calamity Relief: The Stations have hosted collection drives for the affected victims,
collecting food and clothes. RJ's and the employees at large have come together to volunteer
help for those affected.

Environment Conservation: With the crises of global warming looming large over us, the
Company uses its media platform to create awareness and encourage the local populace to act
on an issue. Stations have taken up causes for environment conservation which range from
sapling plantation drives, to 'say no to plastic' drives, all with the employees coming forward in
full support and being led by the jocks.

Health Campaigns: initiatives which range from blood donation drives to creation of
awareness for World Aids Day

CSR during festivals and special days: Making the festival celebrations truly special,
employees take time out to celebrate the festival with the less fortunate, ranging the old, street
kids, NGO's etc. Celebration of festivities happen, which bring a smile to faces.

Children's Welfare: A multitude of initiatives are hosted for child welfare. These range from
sponsoring girl child education with the association with NGO Nanhi Kali, to helping
underprivileged kids with books, food etc

LET’S HAVE COLORFUL LIFE WITH MY FM 94.3

My FM 94.3 is a bag of entertainment and information sprinkling happiness all around. The
bubbly team of My FM 94.3 ensures that its vibrant touch creates the very difference people are
looking forward to be it any occasion of life, My FM 94.3 plays its part in a riveting style.

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For ensure without it living is dull and colourless. Thus making My FM 94.3 everyone’s
favourite toting up that meaningful and magnification colours in the very promise, swaying the
entire gamut of life. My FM 94.3 is an embodiment of gritty minds determined to peeve the
path of progress. Be a part of new Raipur, for Raipur is My FM 94.3’s and My FM 94.3 is
Raipur’s!

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 CHAPTER - 3

LITERATURE REVIEW

1. Several media for development studies have illustrated that radio and television
campaigns can improve public health behaviors (e.g. Singhal and Rogers, 1999; Singhal
et al., 2004; Vaughan et al., 2000).

2. Yoder et al. (1996) found that an AIDS radio drama in Zambia increased assessment of
risk, knowledge about AIDS transmission.

3. Vaughan et al. (2000) found that listeners of a radio entertainment program about AIDS
in Tanzania created awareness about the disease.

4. Walker et. al (1999) found that 46% of African pupils and 44% of white pupils cited
television and the other media as their source of information about cancer.

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 CHAPTER- 4

RESEARCH METHODOLOGY

4.1 RESEARCH METHODOLOGY

It was necessary to work on Research Methodology in order to get the accurate and appropriate
output. It includes Sample size, Sample designing, sampling methods and tools for data
collection Research Methodology was the basic point to be formulated before moving for the
research task. Basically it was all about classifying the Sample size and deciding the best places,
areas and locations to get them. Sample size being 50,

It is been classified it into two groups i.e. the age group was 13-35 and it was divided into two
groups of 13-20 and 21-35 the group of 13-20 was for teenagers and the group of 21-35 was for
married couples and working adults. Basically these both groups are considered to be the ideal
consumers of FM stations.

For the effective study and to know the behaviour of youths about music tastes, the malls, market
areas, commercial areas, and apartments in posh areas of the city were decided with a hope to
meet the target group in order to complete my research.

This research work is done through the survey methods mostly. A common questionnaire was
decided for both the groups and requested them to answer the set of questions. It was a good
experience as the people were found to be quite interesting in towards MY FM 94.3 104.8 FM
and the programmes telecasted by it. It paved the way for me to get acquainted to the consumers
directly adding a practical essence of knowledge that is very important for the student of
management.

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4.2 PURPOSE OF THE STUDY

The main purpose of the study of this report was to find out the tastes and type of music that the
listeners want to relax their mood. After getting bore and some sorts of frustration with the daily
working days, listeners generally want some calm and relaxed manner to freshen up their moods
through the medium of some soft, romantic or club mixes songs. So taking this into
consideration this project is been prepared. To know the behaviour of the music lovers over the
different programs telecasted by MY FM 94.3.

The competition within the FM stations in Raipur city is increasing as per their consumer’s
increasing rate. All the FM stations are striving hard to satisfy the listeners in every possible way
they can. The youth and working adults have got more attraction towards FM as a mode of
entertainment due to its properties like portability, low cost, variety etc. This in turn is acting as a
catalyst for the FM companies to improve the quality of their product and Brand in order to have
a tight hold of its listeners.

I being a moderate listener of FM station found it interesting to conduct a research on consumers

of Radio and know their views about Radio as a mode of Entertainment. For this I chosen MY
FM 94.3 having heard about its sound management team and effective strategies applied for
consumer and employee satisfaction. MY FM 94.3 serves to be one the most frequently heard
FM station by every age group.

The basic motto behind the study was to determine the consumer’s view for FM as the mode of
entertainment over television and other media. The basic target was to attract listeners of age-
group 13-20 and 21-35 years. Under the age group of 13- 35, students, youngsters and working
adults were categorized. Our programming and marketing team primarily focus on this target
Audience to develop and market content.

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4.3 OBJECTIVES

 To determine the taste of music of youngsters of different age groups of listeners.

a) Teenagers (Age group 13-20)
b) Professionals (Age group 21-35)

 To find out the effectiveness of programmes telecasted on MY FM 94.3.

 To know about the customers’ perception of MY FM 94.3 in Raipur city.

 To determine the Corporate Social Responsibilities of MY FM 94.3.

4.4 SAMPLE DESIGN

Sample designing was done on the basis of RANDOM SAMPLING and CLUSTER SAMPLING
techniques.

RANDOM sampling gives every unit of the population a known and non-zero probability of
being selected. Since Random sampling implies equal probability to every unit in the population,
it is necessary that the selection of the sample must be free from human judgment and biasness

CLUSTER sampling implies that instead of selecting individual units from population, entire
groups or clusters are selected at a random. As the age group decided by me was of 13-35. I
decided to divide the group in two clusters of age group 13-20 and 21-35 comprising of
teenagers and married women/working adults respectively.

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4.5 SAMPLE SIZE

In order to decide the Sample size, practical approach was applied to the field surveys and
investigations would not be worth for a research if only a small sample is chosen. Since it was
neither feasible nor desirable to cover the entire population so the research on a Sample size of
50 was decided which was divided into two clusters of different age groups and classes.

Keeping in mind the target listeners and music lovers sample size is mainly comprise of
teenagers and married women and working adults. So it was necessary to consider these group as
their view on the matter was of great importance.

4.6 DATA COLLECTION

Data collection is comprised of two types:

PRIMARY DATA:

For more ideal and authentic details we need to go for Primary data .Primary data for this
context was collected by self through Observation and Survey techniques.

SECONDARY DATA:

Secondary data has been collected through the articles in newspapers, magazines and journals.
Information available on internet can also be considered as the secondary data.

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 CHAPTER - 5
DATA ANALYSIS AND INTERPRETATION

EVALUATION-

 The data thus collected through Questionnaires is evaluated and results are presented in
form of pie charts along with the Interpretation of survey and information.

 The Questionnaires along with their respective interpretation and pie charts are mentioned
below.

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Ques 1. If yes then which Radio Channel?

Particulars Respondents Percentage

RADIO MIRCHI 98.3 FM 14 27

MY FM 94.3 104.8 FM 14 27

MY FM 94.3 FM 12 24

TADKA 95.0 FM 9 18

CAN’T SAY 1 4

TOTAL 50 100

RADIO MIRCHI RANGILA MY FM TADKA CAN'T SAY

4%
18%
27%

24%

27%

INTERPRETATION: From the above pie chart we can estimate that-

27% of population listens to Radio Mirchi.

27% of population listens to My FM 94.3.

24% of population listens to My FM.

18% of population listens to Tadka.

4% of population does not listen to radio. So we can say that Radio Mirchi and My FM 94.3 are
the most popular radio station. Radio Mirchi is the strongest competitor of My FM 94.3.

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Ques 2. Do you know about My FM 94.3?

Particulars Respondents Percentage

YES 49 98

NO 1 2

TOTAL 50 100

YES NO

2%

98%

INTERPRETATION:

It is very much clear from the above pie chart that 98% of the population knows about Radio My
FM 94.3. So by this we interpret that My FM 94.3 is a known Radio Station.

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Ques 3. Which show you love to listen on My FM 94.3?

Particulars Respondents Percentage

SHUBH MORNING 8 16

AFTERNOON BEATS 4 8

PLEASURE RIDES 14 28

RAAT BAKI BAAT BAAKI 23 46

CAN’T SAY 1 2

TOTAL 50 100

SHUBH MORNING AFTERNOON BEATS PLEASURE RIDES

RAAT BAKI BAAT BAKI CAN'T SAY

2% 16%

46%
8%

28%

INTERPRETATION:

From the above pie chart we can interpret that the majority of the population i.e. 46% loves to
listen RaatBakiBaatBaki and rest 16% loves to listen Shubh Morning, 8% Afternoon Beats, 28%
Pleasure Rides and 2% we can’t say as they didn’t respond.

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Ques 4. What kind of songs do you love to listen on My FM 94.3?

Particulars Respondents Percentage

LATEST SONGS 16 33

RETRO 3 6

SOFT ROMANTIC 30 43

POP SONGS 7 10

GHAZALS 5 7

CAN’T SAY 1 1

TOTAL 50 100

LATEST SONGS RETRO SOFT ROMANTIC POP SONGS GHAZALS CAN'T SAY

7% 1%
10%
33%

6%
43%

INTERPRETATION:

From the above pie chart we can estimate that,

There are 6% of population who generally like to listen Retro Songs, 33% of population listen
only Latest Songs.

7% of population listen Hindi Ghazal while 43% listen only. Some population i.e. 10% listen
Pop songs, and there is 1% who didn’t respond.

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Ques 5. Who is your favourite Radio jockey (RJ) from My FM 94.3?

Particulars Respondents Percentage

RJ RACHANA 10 20

RJ MISHA 4 8

RJ REHAAN 18 36

RJ HRITIKA 12 24

CAN’T SAY 6 12

TOTAL 50 100

RJ RACHAN RJ MISHA RJ REHAAN RJ HRITIKA CAN'T SAY

12%
20%

24% 8%

36%

INTERPRETATION:

From the above chart and from deep survey it is found that, there are 20% of population who’s
favourite RJ is RJ Rachana. 8% population’s favourite is RJ Misha. Maximum of the population
likes is RJ Rehaan i.e. 36%. There are 24% who likes RJ Hritika and 6% population didn’t
respond.

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Ques.6. Why is he/she your favourite RJ? Which quality of them you like?

Particulars Respondents Percentage

VOICE QUALITY 21 42

WAY OF PRESENTING 10 20

SENSE OF HUMOUR 4 8

SENSE OF TIMING 2 4

ENTERTAINING 7 14

CAN’T SAY 6 12

TOTAL 50 100

VOICE QUALITY WAY OF PRESENTING SENSE OF HUMOUR

SENSE OF TIMING ENTERTAINING CAN'T SAY

12%

14%
42%

4%

8%

20%

INTERPRETATION:

From the above estimation we can say that maximum of the population i.e. 42% likes the Voice
Quality of an RJ. Rest 20% of them likes the Way of Presenting, 8% likes Sense of Humour, 4%
likes Sense of Timing, 14% of them feels they are Entertaining and 12% of them didn’t respond.

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Ques.7. Do you know about the Social Works of My FM 94.3?

Particulars Respondents Percentage

YES 11 22

NO 39 78

TOTAL 50 100

YES NO

22%

78%

INTERPRETATION:

From the above interpretation we can find that only 22% of the population knows about the
Social Works of My FM 94.3 and rest 78% of population is unaware of this.

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Ques 8. In which Social Activity of My FM 94.3 you would like to participate?

Particulars Respondents Percentage

BLOOD MY FM 94.3GIRI 6 12

BE A SANTA 11 22

TRAFFIC JOCKEY 7 14

JEEVAN AMRIT 5 10

PRERNA 6 12

CAN’T SAY 15 30

TOTAL 50 100

BLOOD RANGILAGIRI BE A SANTA TRAFFIC JOCKEY

JEEVAN AMRIT PRERNA CAN'T SAY
12%
30%

22%

12%

14%
10%

INTERPRETATION:

From the above pie chart we can find that 12% of population would like to participate in the
social activity named Blood My FM 94.3giri, 22% of them in Be A Santa, 14% in Traffic
Jockey, 10% in JeevanAmrit, 12% in the activity named Prerna whereas 30% of them are not
interested to participate.

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 CHAPTER - 6

LIMITATIONS

LIMITATIONS:

1. The sample size was limited to 50 only.

2. The geographical area taken into consideration is only Raipur city.
3. Unwillingness of the respondents to fill up the questionnaire.
4. Limited time for research, it was restricted to only 45 days.
5. It was difficult to balance both the college routine and the internship together.

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 CHAPTER -7
CONCLUSION

CONCLUSION:

From all the above survey undertaken we can conclude that the category of people listening radio
has preferred different taste in terms of music choices along with the different information they
are awaited for. People listen to My FM 94.3 more in comparison to other available radio
stations. Radio Mirchi 98.3 FM is the strongest competitor.

Mainly people listen to Radio for the main purpose of acquiring relaxation. They generally prefer
listening radio during night so the show that is broadcasted by My FM 94.3in night i.e. “Raat
Baki Baat Baki” is the most favourite show of the people. Latest and Soft Romantic songs are
more preferable for in comparison to other available categories of songs.

The Music Quality factor is the most important rated factor for listening Radio. The Radio
Jockeys are rated on the determinant of having good voice and better way of presentation.

More than average of the people are aware of the Social Responsibilities of My FM 94.3 and
they would like to participate in them. My FM 94.3 is serving socially with the help of many
NGOs and listeners.

My FM 94.3 FM is the one and only radio station under the boundaries of Chhattisgarh.

In short, the above conducted Survey enables to understand the overall mentality of public and
their preferences in terms of channels, songs and social responsibility activities conducted by the
radio station.

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