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| indiantelevision.com's Media, Advertising &
Marketing Watch |
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| Indica top of mind study:
Radio City claims No 1 spot in Mumbai |
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The Indiantelevision.com
Team
(25 December 2002 7:00 pm) |
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MUMBAI: The war of the FM airwaves continues.
At CNBC India's That's Entertainment meet in mid-December,
Radio Mirchi boss A.P. Parigi had stated unequivocally that his station
was the numero uno.
Now, Radio City 91 FM has made the claim that it has emerged as the
'Mindset Leader' citing research conducted by Indica Research in Mumbai.
Radio City 91 FM got the max 'top of mind' mentions and also the highest
responses for its frequency '91 FM' during the Indica research, elaborates
Radio City.
The research was conducted in the last week of October amongst a large
sample set spread over SEC A, B and C. There was an equal representation
of both genders and of all age groups between 15 - 45 years.
The study revealed that jointly Radio City and Radio Mirchi command
over 67 per cent share of total radio listening time in Mumbai. The
balance 33 per cent is shared between six other stations ( including
the All India Radio stations and theother private FM stations combined)
who together share the rest of the pie.
Radio City 91 FM, on its own, commands a 36 per cent share of total
radio listenership in Mumbai, the study revealed.
Radio City 91 FM had recently launched India's first mega interactive
radio game, "Radio City 91 FM Suno Aurr Lakhpati Bano" (Tune
in and be a millionaire - which has since ended.)
In just a month since launch the station received over 10 million
phone responses/calls - a record breaking number of calls for any
entertainment programme in India, the Radio City press release states.
It adds: "When this is seen against the backdrop of the fact
that this game was confined only to the people of Mumbai, it provides
ample proof of Radio City 91 FM's enormous popularity in Mumbai city."
Says Radio City chief operating officer Sumantra Dutta, "At Radio
City, we believe in creating value for our listeners and benchmarks
in the new FM radio industry. Our latest offering in our continued
endeavour to delight our listeners has met with overwhelming success
with the research study corroborating the same.
"Radio City 91 FM Suno Aurr Lakhpati Bano is the result
of meticulous teamwork & systematic planning coupled with large investments
made in the programming area to raise the expectation of what consumers
& advertisers can expect on FM radio. With this latest offering Radio
City 91 FM has unleashed the true power & reach of FM radio as a media
choice for advertisers."
Adds Indica Research executive director V.Ravi: "The high first brand
mention for Radio City as well as the strong spontaneous mention of
the frequency of the station clearly indicates it's emergence as a
radio station of choice for a substantial proportion of regular radio
listeners."
Now all we have to do is wait for some research to be conducted and
flashed around by the other stations. |
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