2010

MANAGEMENT RESEARCH PROJECT

PROJECT PROPOSAL
NAME: SOURAV PRAMANIK
Enrollment No.: 09BS0002392
Mobile No.: 09474413027
E-mail Id: sourav_pramanik17@rediffmail.com

18/07/2010
1. Project Proposed:

Radio is one of the oldest medium of communication and entertainment which has assumed new
importance with the proliferation of private FM channels. As Commercial Radio developed in the early
days, its key strengths were seen as primarily low capital cost and local flexibility. These days however,
while the traditional strengths still apply, radio is increasingly being used for brand promotions, explainer
medium - for example a promotional offer and as a personal "me-medium" allows the advertiser to speak
from inside.

In the context of economic importance, audience engagement has become critical for the health
and prosperity of every radio channels. This project proposes to determine how the channels can be
innovative with the shows, create high-engagement contests and choose the best target audience –to create
the most effective market for FM radio channels and continue with their growth.

2. Description of Project in brief:

For a country like India, which is still grappling with issues like literacy, low income levels and
limitation of technological reach, the importance of radio as medium is undeniable. In Kolkata majority of
people still prefers to tune in to the radio for entertainment. In this context, the revolution of FM radio
channels has brought in new hope with experts estimating at least two-fold increase in listenership by the
end of the year 2010. The Indian Readership Survey (IRS) 2010 Q1 data for Kolkata market shows
impressive growth in listenership. Out of the 11 FM radio stations in Kolkata only three have seen marginal
decline in listenership, while the others have seen impressive growths.

Frequency Station Name Company Name % Change

91.90 Friends FM ABP Group ( 16.52%)
92.70 Big FM Reliance Group ( 1.15%)
93.50 Red FM American T Broadcasting ( 2.40%)
98.30 Radio Mirchi Indiatimes Group ( 0.50%)
100.2 AIR FM Gold Akashbani ( 5.52%)
104.0 Fever HT Media Ltd / Virgin ( 27.78%)
104.8 Radio Meow Radio Today ( 29.09%)
105.4 Vividh Bharati ( 0.00%)
106.2 Amar FM Hits FM India Pvt. Ltd ( 5.39%)
107.0 AIR FM Rainbow Akashbani ( 1.57%)
107.8 Power FM Hits FM India Pvt. Ltd ( 4.84%)
Source:http://www.exchange4media.com/e4m/radio/radionews.asp?section_id=7&news_id=38165&tag
=3824

This study is aimed at determining the factors on the basis of which listeners choose to listen to
respective FM radio stations. It seeks to answer issues like who listens to them, why they listen, when they
listen, and which programs they listen to. This study is also aimed at understanding the demographic and
behavioral composition of target audience for respective FM radio stations on the basis of which advertisers
will be able to decide which FM radio stations are the most suitable medium to reach their respective target
listeners.
3. Objectives of the Project:
The objectives of this project are to-

1. Determine the demographic and behavioral composition of the target listeners for FM radio
channels.
2. Understand the factors on which listeners choose respective FM radio channels.
3. Understand the time segmentation vis a vis the programme designing as per the liking of the
listeners of FM radio channels.

4. Methodology:

I will adopt descriptive survey method of research. The formulated questionnaire will have
questions open-ended in nature. The questionnaire will be formed focusing on different type of listeners
and through which insights will be gained into listener preferences which in turn will enable testing of the
different hypotheses. I will use Quota Sampling method to collect data from different demographic segment
of my target listeners.

5. Procedure:

a) Approval of proposal.
b) Exploratory phase (gather information about different FM radio stations).
c) Designing of research methodology and finalization.
d) Developing a questionnaire.
e) Meeting with respondents.
f) Fixing appointments with different FM radio station personnel.
g) Face to face interviews.
h) Analysis.
i) Report and Recommendation.
j) Presentation.

6. Limitations of the Study:

This study is restricted to the listeners of different age group in Kolkata.

7. References:

Outlook business 10th July; Page 34; Topic: Weak Signal.

http://www.exchange4media.com/e4m/radio/radionews.asp?section_id=7&news_id=38165&tag=3824
http://www.exchange4media.com/e4m/radio/RadioYouth.asp
http://www.exchange4media.com/e4m/radio/RadioSpeak.asp?rsid=68
Schinffman L. G and Kanuk L.L (Ninth Edition), Consumer Behavior. Prentice-hall Inc.
David A. Aaker, V. Kumar, George S. Day (Ninth Edition), Marketing Research. Wiley-India Edition.

Faculty Guide Name: Prof. D. P. Ghosh