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Revival of Radio
AIR FM starts with more hip and interactive programminghit musicrequest shows. dedications
Media Prominence
Small differences with non-stop music, English music...TV stars as RJs...mood led programming...etc
Fresh, new, and dynamic.. Music led, speech programming limited to jock-talk and programme formats built in music shows 2-3 channels fighting for market share with almost similar programming
The radio market is now virtually unrecognisable from the time when the BBC was dominant
Current
Early 2000
70s
Entertainment
Time pass
Information
Good songs Stress buster
Radio Jockeys
3. Listening habits led by time and mood 1. Music and entertainment are key
Songs ..for all Radio jockeys Conversation Lively songs during day, slow songs in evening
Housewives:
companion whilst alone, connection to outside world
Jokes
Tips
Professionals:
background filler with points of engagement
Self
Part of daily routine Background, non-intrusive Companion whilst alone Indulgence for self
Self
6 a.m In Background 6 a.m 10 a.m On the road 9 10 a.m a.m College/ friends/ courses On route Self 2-3 p.m 5 p.m 1 p.m 5 p.m 6 p.m On the road 7-8 p.m
Family
Unwinding
Fill monotonous journey
10 p.m
In the background
Friends
Ad Revenue Landscape
Respondents placed stations on a ladder, based on their perception of how successful they are
Growing steadily Playing enjoyable, new music and also fun programming
Market Ladder
Strong imagerythat of spicy, young and dynamic Well known RJs and programmes Plays music resonating with young generation
Radio One
Big FM
AIR FM
Old and boring Very new Name at times not spontaneously evoked..
BCG Matrix
Times Internet Limited, OOH, ABSL 360 Degrees Mirchi movie ltd Times music, zoom, Times Now
High
Low
World Wide Media, Publishing Division
FM Radio - Evolution
2006- 07 Completion of Phase II Licensing Increased competition Improving Profitability Growth in radio spend
Strategic Direction..
Expand our footprint in radio broadcasting Rapid roll-out of 22 new stations Explore opportunities in international markets Maintain market leadership in fast growing radio industry Development of listenership research standards and methodology; larger geographic coverage Keep investing in brand building and programming innovation Launch Visual Radio through mobile phones in other cities Leverage footprint to capture additional income sources Exploit additional revenue streams like Mirchi Activation
Competitive Strength
Largest operating network and reach among listeners Track record of developing innovative and creative content Proven ability to successfully operate in diverse markets Radio Mirchi brand is widely recognized Strong advertisement sales capabilities High quality studio and transmission equipment
Operation
Areas of Operation
Mirchi Activation
Target Listener
Types of Program
Segmentation of Program
Growth Drivers
GDP Growth rate of 8.7%, Ad spend growth 20%
Young nation with Higher spending Power Largest workforce in The world
RADIO MIRCHI
Foreign Investment
Weakness
No subscription revenues in radio
Lack of differentiation between different FM radio stations
Opportunity
Threats
Benefit from the robust growth Intense competition in the radio in the FM radio industry business Loss of listenership in radio business
5. FM has changed the market and radio is now unrecognizable from the old time