It's just a month since FM radio stations have been launched in Delhi and Radio Mirchi and Radio City are already ruling the roost.
According to the latest TNS Mode's syndicated research study in Delhi and Kolkata where the new FM radio channels have been launched, Times Entertainment Ltd's Radio Mirchi and Music Broadcast's Star Radio City are doing better than Living India Media's RED FM.
The research agency interviewed 200 regular listeners in these cities and found that with the new launches, there is a distinct increase in interest in radio and people are listening to radio more. Post launch of the new FM channels radio listening has gone up 55 per cent from 41 per cent.
The top of the mind awareness of channels shows that Radio City is ahead of Radio Mirchi with 37 per cent and Radio Mirchi has a listener awareness of 34 per cent.
RED FM, in contrast, has a awareness of only 7 per cent. Radio Mirchi is more salient among 15-25 years age group of individuals.
While Radio City is ahead in terms of awareness, in terms of listenership (share of the ear) Radio Mirchi is ahead with 41 per cent listening to this channel and 34 per cent listening to Radio City.
Red FM has a listening share of just 8 per cent and 17 per cent is divided among all others which includes All India Radio.
In terms of the most preferred channel, Radio Mirchi again leads the pack with 51 per cent, followed by Radio City (28 per cent) and RED FM (7 per cent).
The personalities of the different FM channels were also studied. The findings show that the closer a brand is to an attribute, the stronger is the association of the listeners with that brand.
Based on this AIR is seen as a 'boring' FM channel and Mirchi is considered hot. In terms of personality Radio City is close to Mirchi. However, RED FM is yet to create a personality.
