New Delhi: The first
Radio Audience Measurement (RAM) has put Radio Mirchi as number one across various
parameters tracked by TAM Media Research.
Mirchi, however, has refused to acknowledge the honour.
to Prashant Panday, CEO, Radio Mirchi, the figures are a joke. The station, which
was accredited with a 55-lakh audience base for Delhi, has been concerned about
the ''diary methodology'' of the rating system, which according to it is way off
the flip side, the eagerly awaited RAM figures have bolstered the enthusiasm of
other industry players, such as Star''s Radio City, who say the RAM numbers are
a reconfirmation of its achievements in Mumbai (claiming leadership across SEC,
age group 25-44 across parameters), and for the industry at large.
share of the advertising pie is predicted to go up from the current 3 per cent
to 7 per cent in about two years.
Purohit, CEO of Radio City, says the projection is due to both the expanding geographic
reach of new stations, and the confidence that a radio currency would bring to
the industry and media planners. Radio City is reported to be selling spots at
a 20 to 30 per cent premium.
RAM figures make Mumbai the largest radio listening city with an audience of 74
lakh, with a high weekend listener base.
92.7 FM, is also reportedly happy to be acknowledged as the largest in terms of
reach in Bangalore and Mumbai (for the age group 12 and above).
TAM Media itself is not emphatic about what''s being construed out of its data,
since the industry is yet to evolve to a point where it can be categorised on
the basis of genres, like television is. For now, everyone''s choosing their own
parameters and picking out target groups have a slice of the good news.
more than 40 players entering this market radio is considered the biggest media
opportunities amongst some analysts.