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RESEARCH METHODOLOGY

Objectives
Primary objectives: To measure Radio Listenership Habits among the Youth. To develop new music selection and programming strategies for Red FM.

Secondary objective: To analyze Five Force Model and PEST Analysis for Radio Industry. To analyze workings of FM radio stations. To analyze organization structure of Red FM

Scope of research
The research is undertaken to find out the preferences of youth for FM music. Therefore the researcher will be able to know about the youths preferences regarding different types of music, different programs and some new upcoming trends in radio industry.

Researcher will also undertake study to understand what activities Red FM does to promote its brand or to penetrate to the target segment. It will undertake study of the promotional activities undertaken by Red FM.

Research Design
Descriptive Research: Involves gathering data that describe events and then organizes, tabulates, depicts, and describes the data.
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Uses description as a tool to organize data into patterns that emerge during analysis. Often uses visual aids such as graphs and charts to aid the reader Description Research takes a what is approach: Refers to the nature of the research question The design of the research The way that data will be analyzed for the topic that will be researched

There are four methods of data collection under descriptive research. They are: Surveys Interviews Observation

The methods used for this research would be mainly doing survey with the help of questionnaire and taking informal interview of people while doing survey of people.

Sources of Data
Primary and secondary both type of data will be used for the study. Primary Research: Primary research will be done through survey of the youth.

Secondary Research: Secondary data will be collected from radio channel itself, magazines related to the industry, newspapers and internet.

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Sampling Design Process


Target Population: Target population is youth of the city Ahmedabad between age group of 18 to 40.

Sampling Technique: Convenience Sampling The researcher performed a youth audit. Researcher visited majority of collages, malls and other such places in Ahmedabad. From there, researcher has collected the contact details of these samples and thus formed database. Thus it was a convenience sampling.

Sample Size: 150 As the survey is for youth only, 150 sample size has been taken by the researcher.

Data Analysis
The researcher will use inferential statistics (through SPSS) in order to draw a conclusion. Result of the study will be put in tables and graphs for easy understanding of the findings of the research.

Limitations of the Study

Personal Bias: People may have personal bias towards particular investment option so they may not give correct information and due to which conclusion may be derived.

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Time Limit: The time duration of the research is short thats why the information is not covered fully.

Area: The area was limited to the part of Ahmedabad only.

Sample Size: The last limitation is Sample size, taken by us is of 150 only; due to which we may not get the proper results.

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MEDIA AND ENTERTAINMENT INDUSTRY


Introduction:
Media and Entertainment is one of the most booming sectors of the Indian economy. The sector is rapidly evolving and has a tremendous untapped potential stored in it. The Indian Media and Entertainment industry stood at Rs. 43,700 crores in the year 2009 and is expected to grow at an annual rate of 19% till the year 2010.

Overview:
The Media and Entertainment industry is on of the most booming sectors in India. The global entertainment industry is projected to reach US$ 1.8 trillion by 2015. Asian region expected to play a central role in it, with India poised to contribute about US$ 200 billion i.e. a sizable chunk of the global industry.

According to the annual edition of the FICCI, the size of the Indian Media and Entertainment industry in the year 2009 was Rs. 43,700 crore. The Indian Media and Entertainment industry grew from Rs. 35,300 crores to Rs. 43,700 crores during the year 2008-09. The sector has immense potential stored in it. The Indian Media and Entertainment industry is expected to grow at an annual growth rate of 19% to reach Rs. 83,740 crore by 2010.

The Indian Media and Entertainment industry, with the prominent segments being films, television, and music has earned high revenues in the recent past. The Indian Media and Entertainment industry has risen to the threshold of a large global market. The year 2005 saw the entry of new players across all the segments of the industry including Reliance.

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The Indian Media and Entertainment industry can be categorized as follows: Film Entertainment Television Music Radio Print

Technology has changed the face of entertainment today. The ongoing change in technology, products and distribution channels has created significant opportunities in the industry for growth and development. The revolution in the information technology has resulted in the emergence of cable wires, networks and most importantly the internet which has revolutionized the Media and Entertainment industry.

The emergence of multiplexes and entertainment malls has redefined the entertainment industry. This booming sector in India has also encouraged and many foreign investors who are making efforts to tap the Indian market.

Sector Outlook:
The Media and Entertainment is on of the fastest growing sectors in India. The Media and Entertainment is on of the fastest growing sectors in India. The increasing rate of urbanization, the penetration of television and radio industry in the rural areas with the help of the technology and the rising levels of incomes of the people in India has facilitated the growth rate of Media and Entertainment industry in India. The Indian Media and Entertainment industry stands at the value of Rs. 43,700 crore currently and is expected to grow at an annual growth rate of 19% to reach Rs. 83,740 crore by 2010. The Indian economy is growing at a fast rate and the Media and Entertainment industry is expected to benefit significantly from it.
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The industry witnessed a recovery in the last quarter of the year and this is expected to continue going forward. 2010 is expected to see the industry coming out of the shackles of the slowdown and ad spends increasing. Incidentally, the subscription revenues of TV and print grew by 8.5pc in 2009 to reach INR 241 billion.

Some sectors were impacted more than the others like OOH, Films and Radio, which registered a negative growth during the year.

In 2010, they are expected to recover somewhat with a moderate growth rate. Last year print showed a very moderate growth, whereas TV industry showed a good growth rate. Music, Internet, Gaming and Animation brought reasons to cheer for the industry with their growth rates touching double digits, albeit on a smaller base.

Advertising spends grew at CAGR of 10% in the past three years with almost flat growth in 2009. Going forward, it is expected to exhibit a robust growth rate CAGR of 14% over the next 5 years. Potential upsides could take this higher.

Growing potential of the regional markets, penetration of newer digital TV distribution platforms, increasing competition, innovation across product, processes, marketing and distribution models and growing importance of pay audiences were some of the key highlights of the previous year.

However, it was DTH which proved to be a very successful medium and helped in increasing the pay TV subscriber base even during challenging market conditions. IPL as a sports property has grown from strength to strength and is here to stay with advertising revenue growth of 80pc to reach Rs. 4.5 billion in 2010.
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Commenting on the highlights of the report, Dr. Amit Mitra, Secretary General, FICCI said, The media and entertainment industry represents the face of consumers in India. It is a part of our daily life and touches the maximum number of people. Despite the challenging last year, the potential of the industry to perhaps grow beyond 13 % per annum over the next few years.

Rajesh Jain, Head Media and Entertainment, KPMG in india said, The year 2009 saw Media and Entertainment industry growing through a tough phase as advertising revenues were impacted in line with the challenging economic scenario. However, the subscription revenues continued to grow.

Industry players looked at sustainable cost optimization and sought means to better connect with their customers. The untapped potential for growth in media reach, impact of digitization and convergence, better consumer understanding, sustained efforts in innovation, and enhanced penetration of regional markets all augur well for the industry.

The projected 13% growth rate per annum for the sector for next 5 years will be driven on the back of factors like favorable demographics, expected recovery in GDP growth rate, strong long term fundamentals of the Indian economy, expected rise in advertising to GDP ratio compared to developed economies and increasing media penetration.

Given the industrys changing landscape and emerging challenges, the focus of industry players too is changing; with a stronger focus on profitability. Hence, media companies are increasingly concentrating on cost optimization, strengthening existing operations and processes, talent and human capital management, innovation and assessing options for growth through consolidation.

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Factors like Digitization, Regionalization, Convergence of new media etc are some of the trends in the industry and are expected to drive growth going forward.

Emerging Trends:
1. New distribution channels: The latest channel through which the consumers are obtaining entertainment is the mobile phone downloading movies clips, ringtones etc. Internet is also fast emerging as a widely used distribution channel.

The two main trends that have been observed during the last year are: Diversification by media companies Increased foreign investment

2. Convergence: In the future, convergence is expected to have a significant impact on the growth of Media and Entertainment industry. Convergence can be defined as changing the way consumers consume content and the manner content is delivered to consumers.

In television, we expect the balance of power to shift in favor of broadcasters with the adoption of alternative distribution platforms such as DTH (direct-to-home), CAS (conditional access system), and IPTV (internet protocol television), said Mr. Narasimhan, Head, Crisil Research.

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The process of convergence is facilitated and accelerated by the rapid technological advances and the broadband throughout the world. Convergence is expected to change the traditional industry structures, the existing business models and distribution mechanisms.

3. Capitalization: In order to capitalize on this fast growth ahead, companies are making large-scale investments in terms of infrastructure. For instance, the Modi Family has invested around Rs 1,500.0 million towards the construction of multiplexes that can screen around 16 films simultaneously. At the same time, majors such as Zee Telefilms and Eenadu TV are expanding their horizons to other markets as well.

4. Increasing Domestic Entertainment: Some of the major fast growing segments in the domestic industry include the music, cable and satellite advertising, infrastructure, exports, animation and FM. The domestic music industry was estimated at around Rs 17,000.0 million in the year 1999 and is projected to grow to around Rs 30,000.0 million by the end of the current year. The export segment is also expected to increase from around Rs 4,000.0 million to around Rs 10,000.0 million during the same period. Revenues from the animation segment are also forecasted to increase from Rs 2,200.0 million to nearly Rs 4,400.0 million by the end of the current year.

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SWOT Analysis: No.


1.

Strengths

Weaknesses

Media and Entertainment is one of the The Media and Entertainment sector in most booming sectors in India due to its India is highly fragmented. vast customer reach. segments of the The various Media and

Entertainment industry like television and film industry have a large customer base. 2. The growing middle class with higher Lack of cohesive production and

disposable income has become the distribution infrastructure, especially in the strength of the Media and Entertainment case of music industry. industry. 3. Change in the lifestyle and spending The lack of efforts for media penetration in patterns of the Indian masses on lower socio-economic classes, where the entertainment. 4. Technological innovations like online distribution channels, web-stores, multi and mega plaxes are complementing the ongoing revolution and the growth of the sector. 5. Indian film industry is second largest in the world and the largest in terms of the films produced and tickets sold. 6. The low cost of production and high revenues ensure a good return on investment for Indian Media and media penetration is low.

Entertainment industry.

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No.
1.

Opportunities

Threats

The concept of crossover movies, such as Piracies, violation of intellectual property Bend It Like Beckham has helped open rights pose a major threat to the Media and up new doors to the crossover audience Entertainment industry and companies. and offers immense potential for

development. 2. The increasing interest of the global Lack of quality content has emerged as a investors in the sector. major concern because of the quick buck route being followed in the industry. 3. The media penetration is poor among the With technological innovations taking

poorer sections of the society, offering place so rapidly, the media sector is facing opportunities for expansion in the area. considerable uncertainty about success in the market place. 4. The nascent stage of the new distribution channels offers an opportunity for

development. 5. 6. Rapid de-regulation in the industry. Rise in the viewership and the

advertising expenditure. 7. Technological innovations like

animations, multiplexes, etc and new distribution channels like mobiles and internet have opened up the doors of new opportunities in the sector.

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Scope of Media and Entertainment Sector:


Because of its ability to influence the thoughts and behaviors of consumers, Media and Entertainment industry is considered a very powerful industry. India is becoming the leading destination of global investors in this industry. Various studies and figures reveal that Indian Media and Entertainment industry has significant potential of growth stored in it.

Current Scenario:
Media and Entertainment industry is one of the most flourishing sectors in India. The Indian Media and Entertainment industry grew from Rs. 35,300 crores to Rs. 43,700 crores during the year 2008-09. The liberalization of the media sector has opened up the gates of opportunities and growth. India is witnessing a revolution in this sector with the emergence of new

technologies. Many companies are taking initiatives to set up digital theatres, multiplexes etc.

India is emerging as a global destination for the Media and Entertainment players because of the following reasons: The number of channels is increasing each day. India is emerging as one of the worlds largest markets for digital and mobile music. Entry of private sector companies and increasing FDI and FII. The concept of crossover movies and crossover audience is also gaining momentum. The Indian Media and Entertainment industry is also making its presence felt in the global market with its movies and music. Indias large pool of creative skills and growing domestic market for animation and special effects industry.

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Piracy and violation of intellectual property rights have posed a major threat to the Media and Entertainment companies worldwide. Lack of quality content has also become a major area of concern for the Media and Entertainment companies in India.

Given the high rate of economic growth and technological developments, Indian Media and Entertainment industry is poised to register a tremendous growth in the coming years.

Future Scenario:
The future of Media and Entertainment industry depends largely on the growth of Indian economy. The Indian economy is growing at a fast rate; thus, there is also a bright future in store for all the segments of the media and the entertainment industry. With the incomes of the people rising at a fast rate, people are spending more on their entertainment and leisure activities. India is poised to enter the period of immense growth in this sector. The global entertainment industry is projected to reach US$ 1.8 trillion by 2015. The Indian Media and Entertainment industry is expected to grow at and annual growth rate of 19% to reach Rs. 83,740 crore by 2010.

The expected CARG of various segments of the Media and Entertainment industry in India till the year 2010 is as follows:

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radio 12% music

32% 18%

television

1% 24%

film industry

print media

http://www.naukrihub.com/india The projected size of the various segments of the Media and Entertainment industry in India till the year 2010 is as follows: Radio Rs. 1200 crore Music Rs. 740 crore Television Rs. 42700 crore Film Industry Rs. 15,300 crore Print Media Rs. 19500 crore Exciting new developments in the technologies used in Media and Entertainment industry are taking place. Animations, multiplexes, new distribution channels, the use of internet, are

redefining the entertainment industry. All these factors will favor the growth of Media and Entertainment industry in India.

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Categorization of the Sector:


The Indian Media and Entertainment industry can be categorized as follows: Radio Film Industry Television Music Print Live Shows

Radio: Radio has made a comeback in the lifestyles of Indians. Radio has the reputation of being the oldest and the cheapest medium of entertainment in India. The radio industry has been

completely reshaped by the various private players that entered the sector after the government allowed foreign investment into the segment and opened the licenses to the private players.

The Indian government has already given 338 licenses for FM radio channels in 91 big and small towns and cities. The current size of the radio market in India is Rs. 300 crores and is expected to achieve the highest growth rate of 32% in coming years. The quality of the sound and the music has improved significantly with the emergence and use of satellite radio. The audience profile has also shifted to the high income group. Local advertising, lower amount of money spent by the companies to advertise on radio is an added attractiveness for the players. All India Radio (AIR) the national service provider owned and operated by the Ministry of Information and Broadcasting under the Government of India is the largest player in the industry.

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Film Industry: Next to Hollywood, Indian Film Industry is said to be the largest in the world. And it is the largest in terms of films produced and tickets sold.

The Indian Film Industry is currently worth about US$ 1256 million and is expected to grow at a Compounded Annual Growth Rate of 18% for the next 5 years. Nearly one thousand films are produced every year. The technology used and the special effects in movies are becoming increasingly sophisticated and animation is also finding a huge market with kids.

The industry is currently witnessing the trend of more digital cinemas and growth of multiplexes. The Dubbing industry has grown at the rate of 25-30% over the last 4-5 years. Many

international films are dubbed in local languages and shown in India. India has over 5 million home video and DVD users. The Indian Film Industry is also making its presence felt in the international market. The foreign investment in the Indian Film Industry is also increasing significantly. In fact, it witnessed the maximum flow of foreign investment in 2006.

Regional (especially southern) films command almost 60% of the total Indian film market with the rest being commanded by Hindi films.

Television: The television industry is witnessing a spate of new channels being launched every year. TV is also penetrating into the rural areas and is a promising segment. Homes with TVs are expected to grow from 112 million to 200 million in a few years.

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India boasts of being the third largest television market in the world today.

And cable

penetration (pay TV market) is expected to grow from the present 70 million to all TV homes. More than 350 channels (paid and free) are available to viewers in India today.

The fact is that 40% households of India are still without television connectivity highlights the scope of growth in the segment. The majority of the revenue generated in the television industry is through advertisements, followed by subscriptions. The Indian television advertisements market is currently valued at about US$ 1067 million and is expected to grow at a rapid rate with the increase in the number of channels and the television viewers. Over the next five years, the subscription revenues are poised to be the growth driver of the Indian television industry. The number of pay TV homes and the increased subscription rates will increase the subscription revenues. The spread among the lower income groups is very low and offers a wide scope for growth. The Indian television industry is currently being dominated by Star India, which is the top player in the sector at present.

Music: The Indian entertainment industry is incomplete without music. Other segments such as remix, Indi-pop, mobile music have also gained popularity.

The Indian film industry is inseparable from music. Music contributes as much as 15% of an individual films earnings. The major problem that has become a risk to the existence of the music industry itself is piracy. Piracy has resulted in a sluggish growth of the worldwide music industry.

Recently, mobile music and licensed digital distribution services helped in the recovery of the music industry. Ringtones are the dominant component of the mobile music market. For a long time, the Indian music industry was dominated by the film music but now a significant portion of
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the revenues are also contributed by music videos and private non film albums. Indian music also has a large market overseas. There is also a demand for classical and devotional music. The new distribution channels like online music stores are gaining popularity. T-Series, Sony and Venus are some musical players in India.

Print Media: India offers a promising market for the print media industry. The expected CAGR of 12% up to 2010 is a result of the increasing rate of literacy and thus the increase in the number of people reading newspaper and magazines. Also, the demand for the latest events in the country and the world is driving the newspaper industry growth. In 2010, the print media is expected to reach Rs. 19500 crore from its present value of Rs. 10900 crore.

The bright future and the immense scope of the Indian print media have also aroused the interest of foreign investors and recently the government has opened up the sector to foreign investment. Foreign media has also shown interest in investing in Indian publications. The revenues for Indias newspaper market are generated from advertisement and circulation. Indias growth rate in this segment is poised to be higher than the average rate of growth in the Asia Pacific region over the next four years.

Digital printing, new ways of promoting and distribution are the latest trends and content being the focus of the print media industry. A few leaders in India in this segment are: Times of India Group, Dainik Jagran, Lok Satta, The Hindustan Times and The Hindu.

Live Shows: Live entertainment is a huge source of revenue for the global Media and Entertainment industry. Live entertainment sometimes also called event management is growing at a fast and steady
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rate. The number of corporate awards, television, films, sports events are increasing rapidly, helping the sector grow at a fast rate.

The current live entertainment segment of the Media and Entertainment industry comprises a small number of large event management companies and a large number of smaller companies.

Various types of live entertainment events are:

Award Shows

Celebrity Appearances

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The revenue streams for the live entertainment sector are:

Ticket Sales

Sponsorship Receipts

Advertising Revenues

Licensing of IPR

Problems faced by the segment: Lack of adequate infrastructure for organization and staging of events. Sophisticated lighting and special effects equipment required is hired from abroad. Presently imports are hampered by lengthy procedure for import of such equipment. High levels of entertainment tax imposed by the government.

The major challenge faced by the segment is the unorganized nature of most event management companies, which continues to hinder the growth of this segment.

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Comparison between Sectors:


Film Industry Rs. 6800 Crore Rs. 15300 Crore 18% Live Television Music Print Media Entertainment Rs. 14800 Crore Rs. 42700 Crore 24% Rs. 700 Crore Rs. 10900 Crore Rs. 19500 Crore 12% Rs. 800 Crore Rs.1800 Crore 18%

Radio

Current Size Projected Size by 2010 CAGR

Rs.300 Crore Rs.1200 Crore 32%

Rs. 740 Crore 1%

http://www.naukrihub.com/india

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RADIO INDUSTRY
Introduction:
Old media dont die! They just bounce back in new avatars. Not so long ago radio had been written off as fuddy-duddy, down market and not so cool. Television and later new media were touted to being the media of the future. But thanks to technology radio is making a comeback. In fact, in its new avatar-fm-radio is all set to become the hippest, coolest and most with -it medium.

FM radio is a new entity altogether and has to deal with new market dynamics. Media owners dealing with new markets will virtually have to draw up their strategies as they go along, create programming that is new, innovative and grab away eyeballs from TV sets and make them tune into their radio sets. Its a whole new challenge and competition is never far away. Ad revenues will also not be easy to come by, as advertisers will expect media players to put their money where their speakers are before they commit large sums of money towards radio advertising. The other challenge for radio in attracting advertisers is the nature of the medium-radio has always considered being a reminder medium. The involvement of listeners to radio is low, Vis a Vis television or print media.

However in spite of the various challenges the emergence of private FM stations is certain to increase the quantum of radio advertising in the country , much like satellite channels did to the quantum of television advertising in the country. That should open up a vast new market of consumers-100 million Indian households own an estimated 150 million radios, outnumbering television sets 3:1.

The geographical area covered by radio in India in India is as high as 98 percent and the penetration level is approximately 97 percent. But FM presently covers only 17 percent of the area and 21 % of the population of India through transmitters. Currently radio has just 2 percent
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of the 9000 crore Indian advertising market according to an Arthur Andersons survey. Globally depending on each country, radio has a 5 % to 12 % of the advertising cake. On the higher side are countries like the United States with 13 %, Canada with 12.7% and Spain with 9.1%.

FM station executives are not forthcoming on multi-platform strategies as yet. Given that radio has penetrated into 100 million homes and a FM set costs around Rs. 50/- FICCI estimates FMs share up from the present 1.5 percent to 5 % in five years. They have also forecasted that revenues from radio advertising in India will be Rs. Rs. 1200 crores by 2005 and Revenue of radio services is expected to rise to Rs 689 crore by 2008 at a CAGR of 30 per cent.

While TV is a family medium, radio is personalized. Also advertising of certain product seems to work very well while some might not. For example, cellular phone service or auto related products would have a good impact when advertised on radio is primarily known as a drive time medium most people who turn in are doing so while commuting. Thus the potential if FM is better is bigger town, as the car population is much bigger. This would be the key when evaluating the medium. Also one must not forgot that radio continues to be a medium that has tremendous reach among the poor and marginalized sections of society.

With the coming of more channels, and the emergence of lifestyle advertising, radio will become a push and pull medium. As said earlier, is not just making a comeback but is being reincarnated into a new avatar.

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History of Indian Radio:


For more than 4 decades, the Government of India did not permit private radio stations to broadcast in India. Then history changed its course. In 1993, the Government allowed private FM operators to 'buy' blocks (chunks) on All India Radio, prepare programming content, book commercials from advertisers and broadcast the whole lot. Within 4 years, (1997-98), the FM Radio advertising and sponsorship business grew to Rs. 93 crores with Times of India's Times FM & Mid-Day Group's Radio Mid-Day becoming the main players.

Then, in June 1998 the Government, through its electronic media regulatory body Prasar Bharti, decided not to renew contracts of private FM operators. Not surprisingly, the advertising revenue fell by 50% within a year!

This time, the Government gave the green light to privatize radio in India. July 6, 1999 was the historic day when the Government announced that 150 new FM channels would be licensed across 40 ci t i es.

And in 2000, the Government auctioned licenses for private FM channels to bolster the revenue. And the focus on metros was evident in the bidding. Expecting to collect Rs 800 million from auctioning 108 licenses, the government had to actually face mass withdrawal of bidders because of the huge license fee. A handful of serious bidders chose to remain.

In response to the Government's offer, many companies bid for the licenses to operate in key markets. But the going was not so easy. Many gave up, unable to shell out the high license fee. For instance, t he bi ddi ng price for the Mumbai license was reportedly to the tune of Rs 9.75 crore. Others dropped out saying the business was not viable. So, in effect, the competition shrank, players consolidated and the Government extended its deadline. Today, there are roughly 10 players who will operate approximately in 37 cities across the country.
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The government collected close to Rs 4.6 billion as license fee for the privately run FM radio channels in 40 cities. New Media Broadcasting, a Zee Group company, which focused mainly on the smaller towns, won the largest number of bids. The first round of bidding - for 76 channels in 26 cities, garnered close to Rs 3.5 billion. The government got the highest bids - Rs 97.5 million from each of 10 broadcast companies - for stations in Mumbai. Interestingly, the bids for Hyderabad and Nagpur came next, each for Rs 77.2 million and Rs 74 million, respectively, while the bids for Delhi were Rs 71.2 million each.

Radio is expected to follow the growth of the Television industry, which grew rapidly following the entry of private players. Currently, FM coverage in India is restricted to just 17% of the

country, compared to 89% of All India Radio (AIR).

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Advent of Format Radio:


The arrival of 'Moving Pictures' with sound and then 'Television' were expected to be the death knell for 'Radio'. However Radio has not just survived repeated predictions of its demise but grown tremendously. It has benefited listeners and advertisers alike and earned the status of a 'Constant Companion'... What allowed Radio to accomplish this feat? Read on for the long journey the Radio industry has covered thus far.

It was way back in 1895, that Guglielmo Marconi invented an antenna to send and receive radio signals. It took quite a while before Reginald Fessenden developed the first radio receiver in 1913. However, experts give a lot of credit to David Sarnoff who actually conceived what is called as the "radio music box". It was Sarnoff who suggested that radio should be massproduced for public consumption. His persistence paid off in 1919 when such sets were available for general purchase. This saw the beginning of what was later looked on as the 'Golden Age of Radio'.

Early 1920s saw the launch of commercial radio. People in households would gather around the radio to listen to their favorite programs much as they do today with TV. Radio became the first medium delivering entertainment to the masses in their homes. The 1st paid announcement on radio was a 10-minute capsule from Howthorne Court; a Queens based Real Estate Company. This era was characterized with 'block programming' wherein radio offered something to everyone. News, drama, sports; live musical recordings would be presented in 30 or 60-minute programs. A network soap opera could be followed by a 15-minute newscast followed by one hour of a concert.

Then in the 1950s TV began to catch the public's attention. Audiences were charmed by the audiovisual experience of TV. A large number of popular shows moved from radio to TV. That was not all, as the radio industry was also losing a large number of talented staff to TV.

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At this point in time, radio experts discovered an opportunity that only radio could provide. They realized that radio was the only medium that could be used while doing other things, like getting dressed for work, cooking a meal, traveling to office, studying and more.

Radio turned 'local' and moved to what is known in the industry as 'Format' programming. This era also spawned two of radio's greatest strengths: immediacy and local service. Format radio strategy was based on providing the same kind of entertainment to a selected audience, throughout the day, seven days a week.

As the story goes, Storz and McClendon used to frequent a local malt shop, which had a jukebox. They observed that the customers would usually come and play the same songs that they liked, over and over again. In fact, the staff serving these people would end up playing just the same songs even when the shop was closed. From this insight emerged the "Top 40" format or the "Contemporary Hit Radio (CHR)" format were the most popular hits would be played on a higher rotation.

This led to a change in the way radio time was being sold. Sales people shifted from selling programs to selling commercials. It also led to a shift in the way radio programs were scheduled. As radio was being used as a background medium of entertainment, it had to be relevant to the listener at every point of time in the day. The shows therefore had to be reflective of various day parts in the life of the listener.

Irrespective of the form it came in, format radio definitely made radio not just survive the onslaught of TV but also made it grow tremendously. Being the only medium that could be carried and used wherever you are, it could update you about your world throughout the day while providing you with the entertainment you like all the time. Radio became "The Constant Companion".
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The total number of radio sets at the time of independence in 1947 was a mere 275000.at that time a radio receiver used to be a status symbol in this country. But today its possession is taken for granted. According to estimates, there are radio sets in about 105 million households in the country.

General Overview:
Radio is one medium that reaches 99%of the population in India and uniformly cuts across all SECs and age groups. Radio industry in India, which was keeping a low profile in India for more than half a century is tuning the right frequencies and catching peoples attention. Opening up of the segment to private players, changing fee policy etc has prompted resurgence in the radio industry. The change in policies has prompted close to fifty companies to enter this segment and compete in 87 locations across India. The estimated worth of the industry was Rs 3 billion in 2005 and the spiraling growth is predicted to make the industry worth Rs. 12 billion with almost three times the present number of FM stations.

The public radio broadcaster is AIR is the oldest FM station in the country. AIR has a wide reach that spans the length and breadth of the country. Apart from that there are FM, community and satellite stations in our country. The change in the FM policies has been a precursor for growth in the number of FM stations in the country. This change came at a time when there were several advancements in technology, the media industry was growing and people were demanding alternative options for entertainment. All these conditions favored for a kick-start of private radio industry in India. It was time for change in the radio industry as India was lagging behind by few decades when compared to many countries in the world.

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So what exactly was the scenario and how did it change? The FM policy until the late nineties was biased towards the public broadcaster. The first phase of privatization in the radio industry happened in the year 1999-2000. The license fee fixed was very high, with an additional increase of 15% on the license fee year on year. This policy change was the new beginning which radio industry needed in the country. 108 radio stations opened in eight cities across India. However, the high license fees continued to affect the stations, as they were not even able to break even and were accumulating losses.

In 2006, the phase two of FM policy brought a radical change to the whole radio industry. There was a shift from fixed license fee to the revenue sharing model. Under this policy, the

companies would pay to the government only 4% of their annual revenues or 10% of One Time Entry Fee (OTEF), whichever was higher. The companies that already had radio stations could also shift to this model of revenue sharing by paying an OTEF. OTEF is the average amount of the number of successful bids in the city. The new shift encouraged many companies to venture to this media segment. Around 266 stations were bid for in 91 cities in phase two, this number was in addition to the existing 21 stations in several cities. The license was valid for a period of 10 years from the day of Rs. 1100 crores. The media and entertainment industry was greatly encouraged than the previous phase as experts predict bidding for another 7oo stations with the number of stations rising to a sum of 1000 stations. The FM boom set to take off not only in the metros and capital cities but also in tier 2 cities and towns with many prominent companies investing money here.

After the reforms in the year 2006, the map of radio industry was redrawn and many prominent companies played a very important role in this event. Prominent among them were ENIL, HT Media, Suryan FM, Adlabs etc. A government imposed rule did not allow any company to have a stake of more than 15% in the total FM stations and a company could not have more than one station in any city. Because of this rule, Suryan FM and Adlabs had to return around 30 stations each after the 200d bidding process.

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There is also cap on foreign companies investing in radio stations in India. The FDI policy introduced in 1995 enforced a 15% cap on investment by the foreign companies. Because of this constraint, many companies have tied up with other radio channels in India to mark their entry in this market. These companies include BBC, Radio Astro, and Virgin to name a few.

There has not only been an increase in the number of stations for people to tune in to but the number of devices through which they can access this medium has also increased. Today we have radio transmitters, stereos, Personal Computers, Car stereos, mobile phones, FM players, MP3 players, and several different devices to receive an operating radio frequency. Users are consuming radio not just from the traditional and new media is still in the nascent stage, it points towards a very exciting and interesting future. Companies offering DTH services are

broadcasting radio channels live on TV, making it another medium for offering radio service. E.g. Tata Sky is broadcasting AIR channels. The media industry is witnessing convergence of different media and content in this content starved industry.

Radio has many advantages for the audience, for instance the involvement and interaction required is minimal when compared to TV, internet or mobile. Radio is more of a background medium that is also portable and hence is leading a parallel existence of its own. The equipment can be purchased for as cheap as Rs. 50.

One of the most important issues that would concern any radio channel would be the measurement of listenership of their channel, as the measurement is directly linked to the money the advertisers will be willing to spend on their channels. Radio channels initially had their own company specific methods of tracking listenership when there was no credible mechanism to track listenership. IMRB and The Nielsen together under TAM have introduced RAM, Radio Audience Measurement, to calculate the people listening to which, what, when and how much of a radio channel. RAM, introduced in March 2007 came into effect from September 2007. The measurements provided are on a weekly basis. RAM follows the Diary method of measurement,
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interviewing 480 people in five cities. The panel chosen has to fill the diary details of what they listen to every 15 minutes, everyday. The reach for a radio channel is calculated only if a person has listened to radio for more than 8 minutes. The responses collected every week are then analyzed. Presently this is the basis of audience measurement for radio channels in India. Radio stations also have an in-built mechanism of measuring the audience by estimating the number of people who called up to the number of people who were actually listening to the program.

Another measurement technique is the Indian Listenership Track conducted by MRUC and its partner agency, AC Nielsen ORG-MARG that used the Day After Recall mechanism. This was the initial measurement technique used by FM channels to measure the number of listeners tuned in at any point. However this mechanism was discontinued because of the huge time gap between the time the user would have listened to a program to when the user recalls it. This method is still in vogue but it is not used widely.

Radio industry has evolved from a single public broadcaster (AIR) to hundreds of FM channels today. What comes to the fore is interesting issues like setting up of a radio station, the competition emerging, the need for content differentiation, and the fight for advertisers attention.

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No TV

Radio the leader in media

TV the ruling king, Radio only Vividh Bharati


Advent of FM Advent of Private Channels 2-3 stations

Radio - the dead media


Public broadcaster RJs Becoming staid Slow songs RJs Classical Iconic Amin Sayani High incidence of speech programming

Revival of Radio

Media Prominence

Radio The entertainment maestro


Private Radio Platform.buzzing with choicesalmost 10 in numberfighting for differentiation, yet to go niche
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

AIR FM starts with more hip and interactive Old time programminghit music musicrequest shows. Stuck in the dedications past

The radio market is now virtually unrecognisable from the time when the BBC was dominant

Current

Early 2000 Late 90s 80s early 90s 70s


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Characteristics of Radio:
1. Cost and Efficiency: One of the main strengths of radio as an advertising medium is its low cost. Radio

commercials are very inexpensive to produce. They require only a script of the commercial to be read by the radio announcer or a copy of a prerecorded message that can be broadcast by the station. The cost for radio time is also low. The low relative costs of radio budget needed for an effective radio campaign is often lower than that for other media. The low cost of radio means advertisers can build more reach and frequency into their media schedule within a certain budget. They can use different stations to broaden the reach of their

messages and multiple spots to ensure adequate frequency. 2. Selectivity: Another major advantage of radio is the high degree of audience selectivity available through the various program formats and geographic coverage of the numerous stations. Radio lets companies focus their advertising on specialized audiences such as certain demographic and lifestyle groups. Most areas have radio stations with formats such as adult contemporary, easy listening, classical music, country news/talk shows to name a few. Radio can reach consumers other media cant. Radio has become a popular way to reach specific non English speaking ethnic markets. As mass marketing gives way to market to market

segmentation and regional marketing, radio will continue to grow in importance. 3. Flexibility: Radio is probably the most flexible of all the advertising media because it has a very short closing period, which means advertisers can change their message almost up to the time it goes on the air. Radio commercials can usually be produced and scheduled on very short notice. Radio advertisers can easily adjust their messages to local market conditions and marketing situation.

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4. Mental Imagery: A potential advantage of radio that is often overlooked is that it encourages listeners to use their imagination when processing a commercial message. While the creative options of radio are limited, many advertisers take advantage of the absence of a visual element to let consumers create their own picture of what is happening in a radio message. Radio may also reinforce television messages through image transfer. 5. Integrated Marketing Opportunities: Radio provides marketers with a variety of integrated marketing opportunities. Radio

stations become an integral part of many communities, and the RJs and program hosts may become popular figures. Advertisers often use radio stations and personalities to enhance their involvement with a local market and to gain influence with local retailers. Radio also works very effectively in conjunction with place-based/point of purchase promotions. Retailers often use on-site radio broadcasts combined with special sales or promotions to attract consumers to their stores and get them to make a purchase. Live radio broadcasts are also used in conjunction with event marketing. 6. Creative Limitations: A major drawback of radio as an advertising medium is the absence of a visual image. The radio advertiser cannot show the product, demonstrate it, or use any type of visual appeal or information. Because of these creative limitations many companies tend to ignore radio, and agencies often assign junior people to the development of radio commercials. 7. Fragmentation: Another problem with radio is the high level of audience fragmentation due to the large number of stations. The percentage of the market tuned to any particular station is usually very small. Advertisers that want a broad reach in their radio advertising media schedule have to buy time on a number of stations to cover even a local market.

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8. Chaotic Buying Procedures: It should be readily apparent how chaotic the media planning and purchasing process can become for the advertiser that wants to use radio on a nationwide spot basis. This problem has diminished somewhat in recent years as the number of radio networks and of syndicated programs offering a package of several hundred stations increases. 9. Limited Research Data: Audience research data on radio are often limited, particularly compared with TV, magazines, or newspapers. Most radio stations are small operations and lack the revenue to support detailed studies of their audiences. And most users of radio are local companies that cannot support research on radio listenership in their markets. Thus, media planners do not have as much audience information available to guide them in their purchase of radio time as they do with other media. 10. Limited Listener Attention: Another problem that plagues radio is that it is difficult to retain listener attention to commercials. Radio programming, particularly music, is often the background to some other activity and may not receive the listeners full attention. Thus they may miss all or some of the commercials. 11. Clutter: Clutter is just a problem with radio as with other advertising media. Advertisers must create commercials that break through the clutter or use heavy repetition to make sure their messages reach consumers.

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Constituents of the Industry Vertical:


To understand the radio industry verticals it is important to understand where radio stands in the hierarchy of media. Media is classified into broadcasting, print and new media. Each of these can be further sub divided. The broadcasting sector is divided further into Television and Radio broadcasting.

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Radio Industry

Technology Communication Content

Content: The content vertical would include people involved in creating, planning and programming content, Radio Jockeys etc. This division concerns with everything that is involved in creating a final product for the consumers to listen. This happens mostly in house in any station. Though there are few programs that are common across all stations of a particular FM channel, this is produced in house in only one particular station. These programs are mostly interviews of top celebrities, etc. There are not many channels that out source their content creation to production houses like how it happens in television.

Communication: This would include Marketing, Sales, Market Research, Audience measurement etc. It is

essential for the radio station to make its presence felt among the masses and also catch their attention so that the station can pool in advertisers. For this it is also necessary to understand what kind of program people would want to listen to and what kind of program will retain the consumers listening to the station. Hence, market research is very necessary, at the same time it
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is also important to understand how the competitors are faring. All these profiles come under the vertical of communication.

Technology: One of the main reasons for expansion of the radio industry is advancements in technology. Transmission equipment available is digitally enhanced. The programming studios have to be state of the art for good quality programming. Up to date softwares for recording or content and transmitting is essential.

It does not end with the superior transmission technology instruments and broadcasting but also the customer-company relationship enabling systems like SMS, calls from mobiles. There is also need for a large database that has to be maintained of the callers, people who send messages. All these things become on important role in developing a sustained relationship with the consumer.

Specifically sound engineers and professional programmers will handle the above technological devices. There are also people who build studios and rent it for people to program their content.

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Areas of Operation:
The above understanding of the verticals will give help understand the several areas of operation of a radio channel.

The most important area is distribution business as it consists of acquiring and owning a broadcast station. There is a process of bidding for a broadcast station and this is done

individually for every city. Once the license is acquired, the channel has to set up a production studio for recording and editing programs. This requires investment of a great deal of capital, but once it is acquired, maintaining it would not be such a costly affair. The production house is an asset for the channel because it is rented occasionally to other parties also.

The content business is second most important area of the business for the survival and sustained growth. This involves understanding what content the people will listen, plan, produce and edit it. Content creation is a very important task as the very success of a channel lies on how well it is able to cater to its consumers. Most of the content creation is in house and the use of the content is limited to airing on radio channels. With the convergence of media, the same content is available as podcasts, for internet, mobile downloads etc. This business of content creation holds huge potential for production houses that exclusively produce content for radio channels. The need for differentiated content will become very evident as the radio industry matures and consumers will demand for a break from the monotonous content. This holds very high revenue potential for such production houses.

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Distribution

Marketing

Content Management

Areas of Operation

The other areas of operation include Marketing, Sales, Market Research and the rest of which have been dealt under the vertical of communications in the previous section. This division is the support function and the face of the company. It is extremely critical for the Marketing team to perform well as the overall functioning of the station would depend on the insights this division generates. Market research can be either done by the employees of the channel or can be outsourced to other companies. The companies depend on the RAM ratings that are from an external organization with respect to the channel.

Thus, the above are the main areas of operation for a radio channel where all the efforts of the company are concentrated.

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Radio Advertisements:
Radio is still the king when it comes to getting your music. The best way for a new band to get heard by the public and record label executions is over the airwaves.

Paradoxically, radio currently has only a 2.9 per cent share of the total advertising pie in India. Globally, depending on country, radio has a 5 per cent to 12 per cent share of the advertising cake. On the higher side are countries like the United States, with 13 per cent, Canada, with 12.7 per cent and Spain, with 9.1 per cent.

Companies that advertise on FM channels today such as Hindustan Lever (HLL), Dr Morepen, Amul, Castrol, Santro, Britannia, Parle, DSP Merrill Lynch etc are dominating the advertising on each one of the FM channels, be it Radio Mirchi, 92.7 Big FM, Red FM 93.5 or Radio City.

Today, 70 per cent of the advertising comes from big-budget, national advertisers and the balance 30 per cent comes from retail. It is a known fact that retail advertising will grow because radio presents the perfect advertising medium for local businesses in a local environment. But national advertisers are also operational in the local market, implying that it is as important to them as it is to a retail advertiser, if not more.

Nevertheless, it is undeniable that radio can be integral in exposing a new artist, new product or services to new fans and taking a local market to a national level. Accordingly, it is extremely difficult to obtain meaningful airplay. Putting it bluntly, successful radio promotion revolves around making and managing relationships.

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Radio promotion is an art that demands a certain style you may simply neither have nor desire to cultivate. On top of that, it can take a great deal of time to make all the contacts and connections that are required for successful radio promotion.

Advertising agencies that control the national picture will be slow to move on to radio for creative reasons. They have people who love to make television commercials, but don't have anybody who knows how radio works. Here, only about 2.9 per cent of the money spent by advertisers goes to radio, and up till now, all of that went to ALL INDIA RADIO.

However, in revenue terms, money from advertising has gone up. Revenue from commercials on AIR, including on Vividh Bharti and Primary Channel (including FM) rose from Rs 393 million in 1990, to Rs 808.4 million in 2000, & Rs. 600 crores in 2002, representing a growth of about 7.5 per cent per annum.

A clear advantage that radio has is that it can easily target city-based audiences. This makes sense if the advertiser, like a food chain that is opening an outlet in Mumbai, wants to target a specific audience. In such cases, it does not make much sense to advertise on TV, and the print medium is too expensive. Radio is the best bet for such small-scale promotions. It is also aptly suited for local promotions, and once audiences can be targeted, it has tremendous potential to eat into local mediums.

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Customers of Radio Industry:


The main customers of radio are the people who listen to radio. There is a thin line between customers and consumers of radio. There is no clear demarcation when a customer would become a consumer and vice versa. Radio functions when mostly as a background media that becomes a product for consumption when a person becomes a listener of the ongoing program in the channel. On an average, research has proved that the highest listenership to radio is in the morning and evening hours. After which is the night and early morning hours which attract maximum listenership across different cities uniformly. The advertisement charges, that are currently available for each of these channel is based on these peak hours. The rates however change from city to city also. Metros like Mumbai and Delhi have higher advertisement rates than a tier 2 city.

This brings us to the next important customer i.e. the advertiser. The advertiser charges based on the listenership data for each show and the target group he wants to address. The money advertisers spent on radio increased by about 15% in the year 2007. Though the money spent on radio is very less, just bout one-tenth the ad revenues spent on TV, it was still a significant number. What was significant was while the radio ad revenues doubled from the year 2004 the ad revenues on TV just grew up by 1% in the same period. Another interesting revelation is that the impact of the advertisement was higher if there were parallel campaigns in TV/print and in radio than just in one media. This is called ad multiplier effect.

Third party monitoring is available for the advertisers to help them spend their money judiciously on radio. Radio Ad-ex is the main external monitoring agent of all the advertising spend all through the day in 4 metros across 13 channels. According to their reports: The maximum money for advertising is spent on radio for TV channel productions followed by real estate property, FMCG products. Unilever is estimated spending the largest amount of money on advertising in radio. Local advertisers are prominent advertisers compared to national advertisers on radio.
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Establishing Business Activities in Radio Industry:


To start an FM channel in India, there are several things which have to be kept in mind; the prominent ones are as follows:

1. FM Frequency: The process of obtaining frequency for FM broadcast. The investment for the bidding process and the One Time Operating Fee to be paid for the license and the annual license fee for retaining channel on air.

2. Music Royalties: Since music is one of the mainstays of the radio channels, music royalties becomes one of the expenses for a station. Broadcasting station will have to buy royalties from music companies like T-Series, Saregama, and HMV etc to play them on air.

3. Infrastructure: Broadcasting channel will need software for recording, programming and broadcasting. Transmitter for broadcasting the frequency, servers to storing the recorded data, mikes, headphones for recording programs, computers to operate on, office space for setting up the station and transmitter etc are the basic requirements of a channel.

4. People: The biggest asset of any radio channel is the people Radio Jockeys, technicians, market researchers etc. Radio Jockeys are the face of any channel; many channels are at times identified by the radio jockeys and not the frequency or program. Hence it becomes essential to recruit talented people for the posts.

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Market Potential:
The radio industry holds huge potential for growth going by the present rates of growth. With the addition of a couple of hundred stations to the existing numbers, the revenue is projected to touch 13 billion by 2010. This would be a growth by five times in just a decade.
Year Rs. 2004 2500 2005 3000 2006 4000 2007 7000 2008 8000 2009 11500 2010 13000

Investment and ROI:


Investment: License: 50% of One Time Entry Fee has to be paid at the time of bidding for license; this is to ensure that the companies bidding for license are serious about it. This license would be an investment for a period of 10 years on part of the channel.

Studio: One of the main investments would be in setting up hi definition technology studio for broadcasting the shows. Hi-definition technology means extremely good sound quality both wile recording and transmission devoid of any unwanted interruptions. different formats. It can support files of

A radio station would need transmitters, codecs, mixers, software etc to set up a studio. Many of the companies outsource their equipment from USA. Digital Audio Broadcast that converts the speech or music recorded in analog to digital code. This will enable reception of a particular FM frequency without interference from external objects. Investment for technology to provide
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radio via new media; new channels should invest in infrastructure to provide visual, mobile and online radio. Provision for distributing the channels via DTH and can be prepared for the introduction of IPTV that might change the dynamics of the game.

Return on Investment: From Advertisers Point of View: Return on Investment is very high for advertisers as ad rates are very low and so is ad avoidance rate. Radio is the cheapest and effective medium of advertisement for advertisers.

From Channels Point of View: It takes time for a radio channel to recover money invested on acquiring license, infrastructure, music rights etc. The money has to be recovered through advertising mostly. The location of the channel is very important as based on their location they can attract advertisers with high spending power. This might prove as a hindrance to set up radio channels in tier 2 and rural cities as recovering investment costs through advertising is a time consuming process.

Revenue generation has increased after the phase 2 reforms in the FM industry. Initially close to 50% of the revenues was spent on paying license fee. This has reduced to close to 5% for the company which increased the profitability to around 53% from 8% during phase 1.

World over when the revenue from advertising is at 5% then it is considered to be in growth phase and in mature phase if it is around 10-12%. In India this is around 3% which shows there is lots of scope for growth.

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Issues and Problems:


Issue Effect

One frequency for on company This limitation does not give a company scope to in a city. experiment with content. Starting up of niche channels targeting only a particular segment in the market is a very risky option. A handful of such channels exist in the group of few hundred channels. If this rule is relaxed, emergence of many niche channels in the same area by one operator can be expected. Radio listenership targeting Radio listenership targeting mechanisms are just evolving along with the listeners. The market is in a very nascent stage so evaluating the market is very tough and it will take some time before parameters to evaluate the listenership measure is established. Even the existing evaluation is restricted to the metros and capital cities and that cannot be extrapolated to other towns and tier 2 cities. A consistent mechanism suiting all geographic and demographic segments has to be developed. Money doled out as music rights The money paid as music rights comes to an average of Rs. 5 million per station. Stations in smaller towns will not be able to sustain themselves at this rate. This also means that all channels end up playing the same kind of programs bringing in monotony. There is an urgent need to

differentiate content to reduce prices, attract and maintain a listenership base.

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Issue

Effect

News and current affairs not News and current affairs are not yet allowed on FM allowed channels. The industry is fighting t change this law as the change of this law might break the monotony caused by playing only Bollywood songs. Competition from new media With increasing penetration of broadband, there is considerable competition from online radio, podcasts which are a threat to radio industrys revenues.

Future of Radio Industry:


FM Radio can play its part in building a stronger business future for India. Providing free-to-air local broadcasts of music and entertainment, helpful information - traffic advisories, community announcements and public service messages provide a real value-added service. But at current levels of advertising support, each radio station is reeling under the brutal financial impact of high costs. With more players in the fray the FM radio industry would grow and also enhance the governments yield from licensing radio naturally.

The new India deserves an active private FM radio sector. It can provide a level playing field with benefits for listeners, for advertisers, employment & career options. Spearhead the government objective of growing the FM radio business in India.

With the government ready to reduce the license fees it will help in attracting new players like reliance which had earlier backed out only due to the entry fees. Also government allowing foreign players to enter the Indian market it will help the industry grow. Virgin group has already started exploring the Indian market for suitable partners. Various radio stations are coming up with IPO for example Radio Mirchi thus helping them expand.
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The future looks bright as the reach of radio is expected to raise post the increase in the number and quality of players in the industry. It is on the basis of these key drivers of growth, it is being predicted that radio's share in the total advertising pie will see an increase in the medium term. There are an estimated 150 million radio sets across the country. The Rs 1.6 billion industry is reported to be growing by 31 per cent every year and should touch the Rs 6.2 billion by 2007, with revenue rising at 23 per cent annually. Also, though radio has only a 2 per cent share in the Rs 6,000 crore Indian advertising markets, advertising spending is expected to amount to Rs 500 crore this year.

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Five Force Analyses:


The five forces that shape industry competition are:

Threat of New Entrants

Bargaining Power of Suppliers

Rivalry Among Existing Competitors

Bargaining Power of Buyers

Threat of Substitute Products or Services

Bargaining Powers of Suppliers: There is low bargaining power of radio players as there are many players in the industry. Again it differs in each case. It depends on several factors, because every radio station is different in their offering. So it does create its own demand. It also depends on listenership ratio of FM station.

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As far as, Ahmedabad is concerned, there are mainly 6 players in the industry; 5 private players and remaining 1 is All India Radio. The offering of them are more or less same. Therefore there is a low bargaining power of radio players in Ahmedabad.

Bargaining Powers of Buyers: Buyers have a high bargaining power, as there are many options available to them, if cost is a constraint to them. Bargaining take place a lot in terms of rates of advertisements.

In Ahmedabad, the offering of the radio players are more or less same. Therefore buyers get benefits out of them. If one player does not bargain properly or according to customers wish, they may go to other radio player. In this way, the bargaining powers of buyers are high.

Threat of New Entrants: There is very low possibility of new entrants as there is only one slot available to be sold, which will be allocated by bidding. But, speculation is that, Reliance ADAG led Big FM is about to close the deal. If Big FM will enter Ahmedabad, it will surely increase the competition and will make it more competitive.

Threat of Substitutes: All other forms of entertainment can be a threat to the radio industry. Television New channel or new show are launched Mobile Mobile with high technology provides internet radio or other features of internet Computer Games
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Internet In internet social media is increasing day by day Print Media Many magazines like Femina, Business Standards etc provides tough competition. Film Industry India is at 2nd position in this industry in the world. Live Shows Fashion shows or any brand promotion shows are increasing popularity day by day.

Rivalry among Competitors: There are many players in the state, so competition is fierce among them. There is healthy rivalry among all competitors, as only revenue generation element in radio industry is slot selling, so all players are competing to get as many clients as they can on their FM.

Particularly in Ahmedabad, there are 5 private players. particularly for advertising revenue is increasing.

Therefore rivalry among them,

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SWOT Analyses: No.


1.

Strengths

Weaknesses

Recently, the government has agreed upon One of the major weaknesses of Radio is revenue-sharing model, which is 4 % for that there is very less differentiation in the the growth of the radio stations. So that programs that are aired. Most of the they can develop themselves well because stations plays much of the music that is this industry is still in an introduction played consist of Hindi Film songs, and stage. therefore it is difficult to differentiate between the programs of the different channels.

2.

The success of private FM stations, and Fragmented Audience - the large number reveals that radio listenership habits have of the audience in India is fragmented in changed considerably; not only are various remote places. And therefore, the

listeners tuning into it more often but also percentage of listener tuned to anyone sticking everyday. 3. The advertisers, who would depend on No proper research available - research is word-of-mouth, pamphlets, brochures or very important for any advertising to radio for longer hours station is likely very small.

ads in local supplements of newspapers, segment. Research is the main base to are welcoming the opportunity. attract client and get more revenue. But, in India there is no proper research is available. Many stations are conducting their own research which can be biased. 4. Radio is considered as a background Radio-only nature of radio communication medium, because people can listen to is a tremendous creative compromise. An radio anytime and anywhere they want. It advertiser whose product depends on is also a free medium. demonstration or visual impact is at a loss when it comes to radio. And like its radio message creates a fleeting impression that is often gone in an instant. Many
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advertisers think that without strong visual brand identification the medium can play little or no role in their advertising plans. 5. 90% of India has access to radio which is Increase in listenership numbers but no unmatched by any other media. increase in ad revenue. This is the situation that every radio channel is facing. 6. Radio also reaches to uneducated village Short commercials. folk who do not read print publications. At the places where the literacy rates are low where people hardly read newspapers and radio is the only medium that they can understand. They cant afford a TV set. Therefore radio is more popular. 7. Radio is the least cost medium and it helps to reach mass audience with various backgrounds. Radio offers its reach frequency and selectivity at one of the lowest costs per thousand and radio production is relatively inexpensive. 8. Radio is considered as a medium where the Proximity to purchase is very high. 9. Radio is a complement to another media. Therefore, other media or the advertisers or agency can use this medium for brand recall.

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No.
1.

Opportunities

Threats

Getting copyright licenses from the The biggest threat to private radio industry government for running mega events players is ALL INDIA RADIO. AIR is the which are aired on the AIR radio station biggest player in India because of its reach, and have been restricted to be aired on low charges, government channel etc other private stations.

2.

Launching a radio station with 24-hour Because of the new government policies news channel. there will be more number of stations and then competition will also increase. This is one of the biggest threats it faces. With no particular differentiation in the music. So, there is a fear of losing its brand loyalty.

3.

Tie-ups with road transport or railway authority for playing the FM in train and in bus.

4.

The launch of Private Radio FM has managed to create a set of New Listeners for the medium.

5.

The new radio stations which will come in future they can have venture with the college or university campuses. And can play their station which will exclusively provide with the information relating to that university/college campus.

6.

With the coming of the many more new players in the radio industry each channels can position themselves quite different from others, like, if some station is targeting the health conscious people then their programming strategy will

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vary accordingly. And then it is easier for the advertisers also to decide on which channel to advertise. 7. Allowing private FM players to start news and current affairs programs. 8. One has to constantly innovate, and that is the challenge. Brand building is thus much more difficult. At the same time, we are very bullish, and gung-ho about this whole enterprise. 9. Leaves huge scope for innovation in local market.

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PESTEL ANALYSIS

There are many factors in the macro-environment that will effect the decisions of the managers of any organization. Tax changes, new laws, trade barriers, demographic change and government policy changes are all examples of macro change. To help analyze these factors managers can categories them using the PESTEL model. This classification distinguishes between:

Political factors: These refer to government policy such as the degree of intervention in the economy. What goods and services does a government want to provide? To what extent does it believe in subsidising firms? What are its priorities in terms of business support? Political decisions can impact on

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many vital areas for business such as the education of the workforce, the health of the nation and the quality of the infrastructure of the economy such as the road and rail system.

For radio industry political factors are: To enter in the industry, high time entry fee has to be given. Up to 20 per cent FDI is allowed in Radio Industry subject to an approval from Foreign Investment Promotion Board (FIPB) in addition to the guidelines notified by Ministry of Information and Broadcasting. Up to 15% annual hike in the license fee. Only 10 year of license is valid.

Economic factors: These include interest rates, taxation changes, economic growth, inflation and exchange rates. As you will see throughout the "Foundations of Economics" book economic change can have a major impact on a firm's behaviour.

For radio industry economic factors are: RJs are mainly attracted by package that has been offered to them by competitors. The employees of radio industry are mainly attracted by package that has been offered to them by competitors.

Social factors: Changes in social trends can impact on the demand for a firm's products and the availability and willingness of individuals to work. In the UK, for example, the population has been ageing. This has increased the costs for firms who are committed to pension payments for their employees
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because their staff is living longer. It also means some firms such as Ads have started to recruit older employees to tap into this growing labour pool. The ageing population also has impact on demand: for example, demand for sheltered accommodation and medicines have increased whereas demand for toys is falling.

For radio industry social factors are: Demographic factors there are different people with different age group. People have different likings with other people. TV is a family medium, while radio is a personal medium for entertainment.

Technological factors: New technologies create new products and new processes. MP3 players, computer games, online gambling and high definition TVs are all new markets created by technological advances. Online shopping, bar coding and computer aided design are all improvements to the way we do business as a result of better technology. Technology can reduce costs, improve quality and lead to innovation. These developments can benefit consumers as well as the organisations providing the products.

For radio industry, technological factors are: Internet radio is introduced. Modern equipment and highly technical transmitters are used.

Environmental factors: Environmental factors include the weather and climate change. Changes in temperature can impact on many industries including farming, tourism and insurance. With major climate
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changes occurring due to global warming and with greater environmental awareness this external factor is becoming a significant issue for firms to consider. The growing desire to protect the environment is having an impact on many industries such as the travel and transportation industries (for example, more taxes being placed on air travel and the success of hybrid cars) and the general move towards more environmentally friendly products and processes is affecting demand patterns and creating business opportunities.

Legal factors: These are related to the legal environment in which firms operate. In recent years in the UK there have been many significant legal changes that have affected firms' behaviour. The introduction of age discrimination and disability discrimination legislation, an increase in the minimum wage and greater requirements for firms to recycle are examples of relatively recent laws that affect an organisation's actions. Legal changes can affect a firm's costs (e.g. if new systems and procedures have to be developed) and demand (e.g. if the law affects the likelihood of customers buying the good or using the service).

For radio industry, legal factors are: RJs are banned to speak on political and legal issues on air. No news or updates are allowed for private radio channel.

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Radio Stations in Ahmedabad:


Name Radio City Red FM My FM Radio One Radio Mirchi Frequency 91.1 93.5 94.3 95.0 98.3 Tag Line Whatte Fun Bajaate Raho! Jiyo Dil Se! Station for the Fata-fat Generation Its hot!

Radio City: Image: City Radio Target Group: 25-65 Plays all kind of Hindi songs Plays songs from 1975 till date Not able to position well in market Needs to come with new ideas

Red FM: Image: Fun and Masti Target Group: 18-40 Plays new Hindi songs and Songs of 90s Plays songs from 1990 till date Providing tough competition to existing customers Coming with new ideas every time

My FM: Image: Personal FM Target group: 15-45 Plays Hindi, English and Gujarati songs Plays songs from 1965 till date Wants to connect emotionally

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Radio One: Image: Fatafat Gen X Target Group: 18-25 Plays all types of Hindi songs Popular among youth Plays songs from 1975 till date

Radio Mirchi: Image: Hot Target Group: 18-60 Oldest player Loyal listeners Plays all kind of Hindi songs RJ Dhwanit works as brand Plays songs from 1980 till date

Number of FM stations in India:

Radio Stations

Stations (All over India)

BIG FM Red FM Radio Mirchi Radio City My FM Radio One

44 35 32 20 17 7

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SOUTH ASIA FM LIMITED


Introduction:
South Asia FM Ltd. is the owner of the Sun TV, Gemini TV, S FM and Red FM. Therefore the structure of the Red FM is highly inspired by the South Asia FM Ltd. Red FM was earlier known as S FM in entire country. But now in South only it is known as S FM and rest of the country it is known by Red Fm.

Sun Network, India's largest media conglomerate has power packed Twenty TV Channels with the reach of more than 95 million households in India. Sun Network's channels can be viewed in 27 countries including U.S.A, Canada, Europe, Singapore, Malaysia, Sri Lanka, South Africa, Australia and New Zealand. It also has Forty Five FM Radio Stations, Two Daily News Papers Dinakaran the No.1 morning tamil daily news paper with sales of over 1.1 million copies a day, Tamil Murasu No.1 evening tamil daily, Four Magazines, Sun Direct one of the largest DTH (Direct To Home Satellite TV service) service provider in India having more than 4 million subscribers and Sun Pictures the film division of Sun Network which produces / releases at least 8 movies every year.

The response to their programs and the viewership of our news has been phenomenal. The fact that they touch so many hearts gives us great pleasure. Every single South Indian channel that boasts of a No. 1 slot among its viewers belongs to the Sun Network. Millions of people all over the world watch a channel of Sun Network. With every programme a sell-out, every single transmission digitized, every serial a hit, for millions of viewers all over the world every day is indeed a Sunday. Sun Network believes in giving you wholesome fare. Be it news or entertainment, we are there first. If it is happening South of Vindhyas, its on Sun Network. And you are a part of it.

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Awards:
As South Asia FM Ltd. is the owner of the Red FM, awards won by them will provide great impact on Red FM. CNBC Business Excellence Award in 2005 Kalanithi Maran, CMD, Sun Network Outstanding Businessman Award in the Entertainment and Information Sector in 2004 Kalanithi Maran, CMD, Sun Network Worlds Young Achiever For Creativity in 1999 Kalanithi Maran, CMD, Sun Network Indias Best Entrepreneur Award in 1999 Kalanithi Maran, CMD, Sun Network Indian television Academy award for the Best Tamil TV Channel for the year 2001 Sun TV Network India Television Academy award for the Best Malayalam TV Channel for year 2001 Surya TV Indian Television Academy award for the best Kannada TV Channel for the year 2001 Udaya TV Indian Television Academy award for the best Telugu TV Channel for the year 2001 Gemini TV

Sun TV Channels:
Thanks to the invention of television and the increasing popularity of it, that has made our homes a source of comfort as well as a source of knowledge. So much, for the effect created by the small screen. Indians, especially the Southerners, - who represent a byword for spice, have been the immediate ones to be taken in by the storm created by the small screen.

Being the first of its kind in Tamilnadu, Sun TV as a regional channel created ripples in its move. The ripples developed in to waves, continue to run endlessly with the Sun TV ruling the roost amongst many other competing satellite television channels.

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The Sun Network which believes in providing a right proportion of quality and quantity has been the one reason behind its tremendous success. Originally begun as a Tamil Satellite Channel the network has engulfed other South Indian states too, with an expansion of regional channels in other languages including Telugu, Malayalam and Kannada.

The channels being Sun TV, K TV, Sun Music, Sun News, Chutti TV, Adithya, Surya TV, Kiran TV, Gemini TV, Teja TV, Gemini News, Gemini Music, Navvulu TV, Kushi TV, Udaya TV, Ushe TV, Udaya 2, Udaya Movies, Udaya Varthegalu and Chintu TV. Besides channels dedicated to programs with the main focus on entertainment, the News Channels is entirely devoted to informative sources. The Sun Network also has the pride of owing an earth station which enables the network to beam its programs directly to the satellite.

Red FM Radio:
It has become our nature to occupy the first slot in whatever we do. Sun Networks foray into FM radio is no exception either. Tamils first private FM stations Suryan FM from Chennai, Coimbatore and Tirunelveli are way ahead to its competitors. Independent audience research conducted by internationally renowned agency A. C. Nielson puts Suryan FM much beyond competition.

The top slot is a result of a carefully planned thoroughly enjoyable, round the clock, wholesome entertainment oriented package. The interactive element will encourage everyone to make their own broadcasting. There will be substantial localization of content to retain the regional flavor. The Frequency Modulation broadcasting will be through state of art, high power transmitters to provide fine aural output. In order to maintain tonal fidelity and sound clarity, Suryan FM has bid good bye to playing tapes and compact discs. The entire program will be digitized and broadcast from a sensitive computer server, eliminating sound impurities
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and disturbances totally. The reach of Suryan FM stations is more than a 120 Km radius thereby providing high quality entertainment for most of the neighboring districts.

Organization Structure of Red FM:

Station Head

Programming Department

Sales Department

Technical Department

Programming Head

Sales Head

Technical Head

Producers, Copywriter & Sound Engineer

Sales Executives

Maintenance & Computer Engineer

RJs

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Advertisement on Red FM:


The marketing department is wholly responsible for the advertisement sales of Red FM stations. With its team of dedicated professionals, it is today one of the highly appreciated professional marketing unit among radio stations. Apart from offering the available advertisement time in the most effective way, it offers the best follow up service.

The deals, that are made, are mutually beneficial and uniform. It functions with the motto professionalism, efficiency and dedicated service.

Rate Card & Packages Starting Time 07:00 am 11:00 am 17:00 pm 22:00 pm Ending Time 11:00 am 17:00 pm 22:00 pm 07:00 am RODP rates 200 100 200 100 Rate Denotes 10 sec Rate Denotes 10 sec Rate Denotes 10 sec Rate Denotes 10 sec Rate

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Shows on Red FM:


Monday to Friday:

DHOODHWALLA
Timing RJ Name : 05:00 hrs to 07:00 hrs :

Description : Early Morning show, where the Jock talks about interesting news which happened the day before. It is a light and fun filled early morning show.

MORNING NO 1
Timing RJ Name : 07:00 hrs to 10:00 hrs : Harshil & Rocky

Description : Breakfast show. The show voices the opinion of the city and bajaos every local and national issue. The show takes up issues such as the police helpline not being answered and goes down to resolving a single individual's parking problem.

BAJATEY RAHO EXPRESS


Timing RJ Name : 10:00 hrs to 17:00 hrs : Devanshi & Riya

Description : One consolidated band with more songs and less links. Different jocks come in and add spice to the show. This show is divided into 3 subshows as follows 1. 10 AM - 12 PM : Show based on Bollywood + Television 2. 12 PM - 2 PM : Request show 3. 2 PM - 5 PM : Campus based show

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GJ 935
Timing RJ Name : 17:00 hrs to 20:00 hrs : Aditi

Description : Drive time show. This show is all about current affairs and the jock gives funny takes on it

SMS
Timing RJ Name : 20:00 hrs to 21:00 hrs :

Description : Superhit Music show (SMS). 30 hottest hits of the day served hot.

ZOYA NAUGHTY NIGHTS


Timing RJ Name : 21:00 hrs to 23:00 hrs : Zoya

Description :

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Saturday:

DHOODHWALLA
Timing RJ Name : 05:00 hrs to 07:00 hrs :

Description : Early Morning show, where the Jock talks about interesting news which happened the day before. It is a light and fun filled early morning show.

MORNING NO 1
Timing RJ Name : 07:00 hrs to 10:00 hrs : Harshil & Rocky

Description : Breakfast show. The show voices the opinion of the city and bajaos every local and national issue. The show takes up issues such as the police helpline not being answered and goes down to resolving a single individual's parking problem.

BAJATEY RAHO EXPRESS


Timing RJ Name : 10:00 hrs to 17:00 hrs : Devanshi & Riya

Description : One consolidated band with more songs and less links. Different jocks come in and add spice to the show. This show is divided into 3 subshows as follows 1. 10 AM - 12 PM : Show based on Bollywood + Television 2. 12 PM - 2 PM : Request show 3. 2 PM - 5 PM : Campus based show

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GJ 935
Timing RJ Name : 17:00 hrs to 20:00 hrs : Aditi

Description : Drive time show. This show is all about current affairs and the jock gives funny takes on it

SMS
Timing RJ Name : 20:00 hrs to 21:00 hrs :

Description : Superhit Music show (SMS). 30 hottest hits of the day served hot.

TODU NIGHT
Timing RJ Name : 21:00 hrs to 23:00 hrs :

Description : DJ show. 9 to 10 mins blocks of non-stop remix songs and other hottest hits.

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Sunday:

DHOODHWALLA
Timing RJ Name : 05:00 hrs to 07:00 hrs :

Description : Early Morning show, where the Jock talks about interesting news which happened the day before. It is a light and fun filled early morning show

SUPERHITS 30
Timing RJ Name : 08:00 hrs to 11:00 hrs :

Description : 30 hottest hits of the day

SACHIN & PINKU SHOW


Timing RJ Name : 11:00 hrs to 13:00 hrs : Sachin & Pinku

Description : A complete brand of humour. RJs comments on various VIPs of the society like Police wallas, Bollywood actors, Cricketers etc.,

BAAP KA RAAJ
Timing RJ Name : 12:00 hrs to 14:00 hrs : Devanshi

Description : Listener's show. Jock takes calls from listeners and dedicates their favourite song to their loved ones

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RED FM SUPERSTAR
Timing RJ Name : 14:00 hrs to 15:00 hrs : Harshil

Description : City's local celebrities would be profiled and asked funny questions and funny games like rapid fire would be played

SUPERHITS 30
Timing RJ Name : 15:00 hrs to 18:00 hrs :

Description : Superhit Music show (SMS). 30 hottest hits of the day served hot

MALISHKA CELEB SHOW


Timing RJ Name : 18:00 hrs to 20:00 hrs : Malishka

Description : Bollywood celebrities would be profiled in this show

RED REWIND
Timing RJ Name : 20:00 hrs to 23:00 hrs : Riya

Description :

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SWOT Analysis for Red FM:


This is an organization specific analysis, which specifies the core Strengths, Weaknesses, Opportunities and Threats, of a particular organization, with respect to the industry structure.

Strengths: Taking Red FM in to consideration, the enthusiasm of the target audience is its main strength. It only caters people coming within the age group of 18 to 40 years. The positioning of the channel also justifies the same. All day long, only the newest songs are aired on Radio One. Positioned as Bajaate Raho.

Radio is not trying to be everything for everyone, but it focuses on youth only. Red FM is very clear in its positioning, which helps it in developing programs, campaigns and other activities which supports its positioning and helps in serving to the target segment and increases its popularity.

Weaknesses: Red FM is still present in only 3 cities in the state, Ahmedabad, Baroda and Rajkot. So many advertisers, who want to run their campaign simultaneously in multiple cities, would shift to other FM station, which are having such presence.

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Opportunities: There is no bar in creating creativity.

There is a huge scope of opportunities in gaining more advertising contracts. As, now majority of product or services are delivered youth in mind, as youth is a major component, when it comes to spending. Its unique positioning has made it open to opportunities from many

companies which are having similar positioning, i.e. youth.

Threats: As far as radio is concerned, threat could be of two types:


Threat of competitors:

There are as many as 5 other FM channels aired in current scenario. And taking radio as a medium, the switching behavior of the listeners is again a big threat. In radio, the listeners always have a motivation to switch the station. Threat of substitutes: The advertising is the only source of revenues in radio industry. Hence, the other mediums like newspapers, print media, television, etc. are potential, as well as direct threats to Red FM,

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Listening to a Radio:
Now a days radio has become new way of entertainment. Before a decade, FM radio was gone out of the market. But after the privatization of radio channels and therefore introduction of private players has increase the listenership of radio channels. Radio is also considered as a good advertising medium.

Radio is one medium that reaches 99%of the population in India and uniformly cuts across all SECs and age groups. Radio industry in India, which was keeping a low profile in India for more than half a century is tuning the right frequencies and catching peoples attention. Opening up of the segment to private players, changing fee policy etc has prompted resurgence in the radio industry. The change in policies has prompted close to fifty companies to enter this segment and compete in 87 locations across India. The estimated worth of the industry was Rs 3 billion in 2005 and the spiraling growth is predicted to make the industry worth Rs. 12 billion with almost three times the present number of FM stations. Listening to Radio 149 1

Yes No

99% 1%

Listening to Radio
No 1%

Yes 99%

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From above pie chart, we can observe that only 1 respondent says that he/she doesnt listen to a radio out of 150 samples. That means that 99% of respondents agrees that they listen to the radio and only 1% respondent say that he/she does not listen to the radio.

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Preference of Radio Channel:


In Ahmedabad, there are total 8 radio channels are prevailing. Those channels are Micavaani, Radio City, Red FM, My FM, Radio One, All India Radio, Radio Mirchi, Gyanvani. Among this, Radio City, Red FM, My FM, Radio One, and Radio Mirchi are private channels. Micavaanis FM frequency is dedicated to MICA College, which has started its private radio channel. Therefore respondents have many choices regarding to preference of listening any radio channel. Preference of Radio Channel Selected Not Selected Micavaani 1 148 Radio City 71 78 Red FM 105 44 My FM 61 88 Radio One 74 75 All India Radio 8 141 Radio Mirchi 93 56 Gyanvani 3 146

Preference of Radio Channel


160 140 120 100 80 60 40 20 0 1 8 3 71 78 61 44 105 88 74 75 56 Selected Not Selected 93 148 141 146

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Above chart shows that most of respondents prefer Red FM and Radio Mirchi. Radio Mirchi is oldest player in this private sector. In this way it has got advantage of first mover. As researcher has chosen youth respondents between age group of 15 to 40 years, preference towards All India Radio and Gyanvani is very less. In other way around, after privatization and Phase 1 and Phase 2 policy for radio industry, preference towards these radio channel has become very less.

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Reasons for Listening Radio:


TV is a family medium, while radio is personalized medium. People can listen to radio at any time as background music provider. Radio also provides peaceful atmosphere and considered as a time pass medium for any people. Radio also provides relaxation and some information. In this way we may say that radio reduces loneliness from life of the people. Background Music Provider: Cumulative Frequency Percent Valid Percent Percent Valid most preferable 2nd preferable 3rd best preferable 4th best preferable 5th preferable least preferable Total Missing 9.00 System Total Total 11 29 24 48 15 22 149 1 40 41 190 5.8 15.3 12.6 25.3 7.9 11.6 78.4 .5 21.1 21.6 100.0 7.4 19.5 16.1 32.2 10.1 14.8 100.0 7.4 26.8 43.0 75.2 85.2 100.0

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7.33% respondents believe that radio is a most preferable background music provider. 19.33% respondents believe that radio is 3rd preferable tool for background music provider. While 32% respondents believe that radio is 4th preferable tool for background music provider. 10%

respondents react as it is less preferable reason for listening a radio. 14.67% people believe that it is a least important reason for listening a radio. Researcher has found that mostly people dont want background music during serious work. They can allow background music during simple task like driving, cooking etc during informal communication with respondents.

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Peaceful Atmosphere: Cumulative Frequency Percent Valid Percent Percent Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable least preferable Total Missing 9.00 System Total Total 22 16 25 40 32 14 149 1 40 41 190 11.6 8.4 13.2 21.1 16.8 7.4 78.4 .5 21.1 21.6 100.0 14.8 10.7 16.8 26.8 21.5 9.4 100.0 14.8 25.5 42.3 69.1 90.6 100.0

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From sample surveyed, the researcher can found that 14.67% respondents believe that radio is a most preferable tool for providing peaceful atmosphere. 10.67% respondents believe that radio is a preferable tool for providing peaceful atmosphere. While almost 27% people believe that radio as a tool for providing peaceful atmosphere.

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Considered as a time pass:

Cumulative Frequency Valid most preferable 2 3


nd

Percent 19.5 13.7 12.6 8.9 15.8 7.9 78.4 .5 21.1 21.6 100.0

Valid Percent 24.8 17.4 16.1 11.4 20.1 10.1 100.0

Percent 24.8 42.3 58.4 69.8 89.9 100.0

37 26 24 17 30 15 149 1 40 41 190

preferable preferable

rd

4th preferalbe 5
th

preferable

least preferable Total Missing 9.00 System Total Total

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From the sample surveyed, the researcher has found that almost 25% respondents mostly preferred radio as time pass medium. While 20% respondents believe that radio is a less preferable medium for time pass. From above chart, the researcher has found that there is not much difference between 2nd and 3rd preference towards this tool.

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Provides Relaxation:

Cumulative Frequency Valid most preferable 2


nd

Percent 25.3 16.8 12.1 9.5 8.4 6.3 78.4 .5 21.1 21.6 100.0

Valid Percent 32.2 21.5 15.4 12.1 10.7 8.1 100.0

Percent 32.2 53.7 69.1 81.2 91.9 100.0

48 32 23 18 16 12 149 1 40 41 190

preferable

3rd preferable 4th preferable 5th preferable least preferable Total Missing 9.00 System Total Total

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According to the survey, the researcher has found that 32% respondents believe that radio is a most preferable tool for providing relaxation. While 21.33% respondents believe that radio is 2nd preferable tool for providing relaxation. 15.33% respondents believe that radio is a 3rd preferable tool for providing relaxation. 4th preference, less preference and least preference toward radio as relaxation provider is accordingly 12%, 10.67% and 8%.

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Provides Information:

Cumulative Frequency Valid most preferable 2


nd

Percent 5.8 14.2 16.3 9.5 18.4 14.2 78.4 .5 21.1 21.6 100.0

Valid Percent 7.4 18.1 20.8 12.1 23.5 18.1 100.0

Percent 7.4 25.5 46.3 58.4 81.9 100.0

11 27 31 18 35 27 149 1 40 41 190

preferable

3rd preferable 4th preferable 5


th

preferable

least preferable Total Missing 9.00 System Total Total

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From the survey, the researcher has found that only 7.4% respondents believe that their highly preference towards listening radio due to it is providing information. While 18.1% respondents secondly prefers radio for listening as it is providing information. 23.5% respondents say that they dont think that the main reason for listening radio is that it is providing information. In fact, they believe that it is the less preferable reason for listening to a radio.

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No loneliness:

Frequency Valid most preferable 2


nd

Percent 10.5 11.1 11.6 4.2 11.1 30.0 78.4 .5 21.1 21.6 100.0

Valid Percent 13.4 14.1 14.8 5.4 14.1 38.3 100.0

Cumulative Percent 13.4 27.5 42.3 47.7 61.7 100.0

20 21 22 8 21 57 149 1 40 41 190

preferable

3rd best preferable 4th best preferable 5th preferable least preferable Total Missing 9.00 System Total Total

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From the sample surveyed, the researcher has found that radio is tool that provides no loneliness is the most preferable reason for only 13.4% respondents. While it is the least preferable reason for listening to the radio for 38.3% respondents.

Reasons for Listening Radio Reasons for Listening Radio Mean value Provides background music 3.62 Peaceful atmosphere 3.58 Considered as a time pass 3.15 Provides relaxation 2.72 Provides information 3.68 No loneliness 4.07

No loneliness Provides information Provides relaxation Considered as a timepass Peaceful atmosphere Provides background music 0 0.5 1 1.5 2 2.5 3 3.5 2.72 3.15 3.58 3.62 4 3.68

4.07

Reasons

4.5

Mean Value

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According to the chart and table, the researcher can conclude that the most preferable reason for listening to a radio is that the radio is providing relaxation in this competitive era because its mean value is lowest compare to other criteria. The second best preferable reason is it is considered as a time pass for most of the listeners. According to the survey, respondents listen to the radio due to radio is providing peaceful atmosphere. Radio also provides background music while doing other works and it is the forth preferable reason. The least two reasons for listening to the radio are that it provides information and provides loneliness.

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Time Duration for Listening to the Radio:


Radio is one medium that reaches 99%of the population in India and uniformly cuts across all SECs and age groups. Radio industry in India, which was keeping a low profile in India for more than half a century is tuning the right frequencies and catching peoples attention. Opening up of the segment to private players, changing fee policy etc has prompted resurgence in the radio industry. The change in policies has prompted close to fifty companies to enter this segment and compete in 87 locations across India.

Old media dont die! They just bounce back in new avatars. Therefore now people listen to the radio for become relax.
Time Duration Less than 1 hour 1-3 hours 3-5 hours More than 5 hours 72 51 18 8

Time Duration
Less than 1 hour 1-3 hours 3-5 hours More than 5 hours

6% 12% 48%

34%

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From the conducted survey, the researcher has come to know that 48% respondents listen to the radio for only less than 1 hour. While 34% respondents listen to the radio for one to three hours in a day. 12% of the respondents agree on the time duration of three to five hours. Only 6% of respondents listen to the radio for more than five hours. As per the informal communication of the researcher with respondents, she came to know that people can not listen to the radio for longer duration because it provides boredom if there is no work to do and only listening to the radio.

Time Duration With Regards To Profession:

Profession

service

business

professional

homemaker

student

self employed

Total

>1hour

15

12

10

20

72

1-3hour

24

51

3-5hour

18

<5hour Total

0 20

1 17

0 19

2 20

1 51

4 22

8 149

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As per conducted survey, the researcher has come to know that 15 service person out of 20 listen to the radio less than one hour. While rest of the five listen to the radio for one to three hours. For business person, 7 among 17 business person listen to the radio for less than one hour. Five listen for one to three hours in a day. Four business persons listen to the radio for three to five hours and rest of the one business person listen to the radio for more than five hours. Professionals also have same preference that 12 among 19 professionals listen to the radio for less than one hour. Four professionals listen to the radio for one to three hours. Only three professionals listen to the radio for three to five hours in a day. With respect to homemaker, 10 out of 21 listen to the radio for less than one hour. Five housewives listen to the radio for one to three hours. Three housewives listen to the radio for three to five hours in a day. While rest of two homemakers listen to the radio more than five hours in a daily basis. As researcher has selected youth for her survey, she has selected mostly student as they signifies real youth of the country. 20 out of 51 students listen to the radio for less than one hour. While 24 students listen to the radio for one to three hours. 6 out of 51 students listen to the radio for three to five hours. While only 1 student listen to the radio more than five hours. Self employed people have no difference in listening habit of radio with respect to time duration as for both categories i.e. for less than one hour and for one to three hours, there are 8 persons. While 2 person listen to the

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radio for three to five hours. Rest of the four self employed people listen to the radio for more than five hours.

As researcher has selected students as a representative of youth target audience, she came to know that most of the people listen to the radio for one to three hours.

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Preferable Place to Listen to the Radio:


TV is a family medium, while radio is personalized medium. A person has to sit at one place while watching TV or reading a newspaper. While radio is a portable medium. Therefore people can listen to the radio at any place and at any time.

Preferable Place to Listen the Radio In vehicles At home At office In vehicles and at home In vehicles and at office In vehicles, at home and at office 28 59 2 37 7 16

Preferable Place to Listen the Radio


In vehicles, at home and at office In vehicles and at office In vehicles and at home At office At home In vehicles 0 10 28 20 30 40 50 60 2 59 7 37 16

According to the conducted survey, the researcher has come to know that 18.65% respondents listen to the radio only in vehicles. Many of them has confessed that listening to the radio on two wheelers is dangerous for driving, but at the same time they says that it is time pass in this heavy
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traffic. Most of the respondent listen to the radio at home only i.e. almost 40%. Only 1.33% respondents listen to the radio at office only. The second preferable place for listening to the radio is at home and in vehicle. This option is selected by almost 25% of the respondents. The second least preferable option is in vehicle and at office. Only 4.66% respondents have

preference towards this option. While almost 11% respondents says that they listen to the radio in vehicle, at home and at office.

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Time Period for Listening to the Radio:


Time Period Week days Selected 75 37 35 77 13

Not Selected 74 112 35 72 136

Morning Drive Daytime Afternoon Drive Nighttime All Night

Time Period - Week Days


Selected Not Selected

74 112

35

72 136

75 37

35

77 13

Morning Drive

Daytime

Afternoon Drive

Nighttime

All Night

After conducting a survey, the researcher has come to know that most of the respondents prefer to listen to the radio in night time and in the morning. There is a difference of only 1.33% between night time and morning drive. At night time, 51.33% respondent prefers to listen to the radio. While 50% of the respondents prefer to listen to the radio in the morning drive. The ratio of listening and not listening radio in this duration is almost same. In the afternoon drive, 23.33% respondents have said that they prefer to listening to the radio at this time only.

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Morning Drive Daytime Afternoon Drive Nighttime All Night

Time Period Weekends Selected 25 31 20 61 16

Not Selected 124 118 129 88 133

Time Period - Weekends


Selected Not Selected

88 124 118 129 133

61 25 Morning Drive 31 Daytime 20 Afternoon Drive Nighttime 16 All Night

In weekends, mostly respondents prefer night time for listening to the radio. Almost 41% respondents prefer to listen to the radio at night time.

With comparison of week days and weekends, people mostly prefer weekdays over weekends. 50% respondents listen to the radio in morning drive in weekdays, while only 16.67% respondents listen to the radio during weekends. The researcher has found during informal communication with respondents that they want to spend time with their family in weekends. This is the main reason for not listening to the radio in weekends.
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Song Preference:
Different radio channels have different song selection strategy. Therefore they play different songs with respect to the other radio channel. Different people also have different likings with respect to other person. Therefore song preference has become crucial factor for any radio channel.
Song Preference Type of Songs Old Hindi Songs Songs of 90's New and Latest Songs Gujarati Songs and Gazals Hindi Gazals English Songs Pop Songs Soft Romantic Songs Mean Value 4.1409 4.443 2.4497 6.5101 5.2148 4.7987 4.8054 3.5302

Soft Romantic Songs Pop Songs English Songs Type of Songs Hindi Gazals Gujarati Songs and Gazals New and Latest Songs Songs of 90's Old Hindi Songs 0 1

3.5302 4.8054 4.7987 5.2148 6.5101 2.4497 4.443 4.1409 2 3 4 5 6 7

Mean Value

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As per conducted survey, researcher has found that new and latest songs are mostly preferable among all the respondents. Soft and romantic songs capture second position with mean value of 3.5302. Although researcher has selected youth for her research, old Hindi songs comes at the third position with the mean value of 4.1409. Then comes songs of 90s with the mean ranking of 4.443. Respondents also have preference towards English songs and pop music with mean ranking of 4.7987 and 4.8054 respectively. Hindi gazals and Gujarati gazals and songs are at the last two positions with mean values of 5.2148 and 6.5101 respectively.

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Old Hindi Songs:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 8 25 32 27 18 19 9 11 149 1 40 41 190 Percent 4.2 13.2 16.8 14.2 9.5 10.0 4.7 5.8 78.4 .5 21.1 21.6 100.0 Valid Percent 5.4 16.8 21.5 18.1 12.1 12.8 6.0 7.4 100.0 Percent 5.4 22.1 43.6 61.7 73.8 86.6 92.6 100.0

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Songs of 90s:
Cumulative Frequency Valid most preferable 2nd preferable 3rd prefeable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 15 17 19 21 27 23 17 10 149 1 40 41 190 Percent 7.9 8.9 10.0 11.1 14.2 12.1 8.9 5.3 78.4 .5 21.1 21.6 100.0 Valid Percent 10.1 11.4 12.8 14.1 18.1 15.4 11.4 6.7 100.0 Percent 10.1 21.5 34.2 48.3 66.4 81.9 93.3 100.0

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New and Latest Songs:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 71 20 26 15 2 4 6 5 149 1 40 41 190 Percent 37.4 10.5 13.7 7.9 1.1 2.1 3.2 2.6 78.4 .5 21.1 21.6 100.0 Valid Percent 47.7 13.4 17.4 10.1 1.3 2.7 4.0 3.4 100.0 Percent 47.7 61.1 78.5 88.6 89.9 92.6 96.6 100.0

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Gujarati Songs and Gazals:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 2 11 2 4 21 13 27 69 149 1 40 41 190 Percent 1.1 5.8 1.1 2.1 11.1 6.8 14.2 36.3 78.4 .5 21.1 21.6 100.0 Valid Percent 1.3 7.4 1.3 2.7 14.1 8.7 18.1 46.3 100.0 Percent 1.3 8.7 10.1 12.8 26.8 35.6 53.7 100.0

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Hindi Gazals:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 9 9 15 16 26 21 39 14 149 1 40 41 190 Percent 4.7 4.7 7.9 8.4 13.7 11.1 20.5 7.4 78.4 .5 21.1 21.6 100.0 Valid Percent 6.0 6.0 10.1 10.7 17.4 14.1 26.2 9.4 100.0 Percent 6.0 12.1 22.1 32.9 50.3 64.4 90.6 100.0

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English Songs:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferabel 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 8 25 14 21 21 19 16 25 149 1 40 41 190 Percent 4.2 13.2 7.4 11.1 11.1 10.0 8.4 13.2 78.4 .5 21.1 21.6 100.0 Valid Percent 5.4 16.8 9.4 14.1 14.1 12.8 10.7 16.8 100.0 Percent 5.4 22.1 31.5 45.6 59.7 72.5 83.2 100.0

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Pop Music:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 7 7 32 17 21 34 26 5 149 1 40 41 190 Percent 3.7 3.7 16.8 8.9 11.1 17.9 13.7 2.6 78.4 .5 21.1 21.6 100.0 Valid Percent 4.7 4.7 21.5 11.4 14.1 22.8 17.4 3.4 100.0 Percent 4.7 9.4 30.9 42.3 56.4 79.2 96.6 100.0

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Soft and Romantic Songs:


Cumulative Frequency Valid most preferalbe 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total Missing 9.00 System Total Total 30 35 11 28 13 16 8 8 149 1 40 41 190 Percent 15.8 18.4 5.8 14.7 6.8 8.4 4.2 4.2 78.4 .5 21.1 21.6 100.0 Valid Percent 20.1 23.5 7.4 18.8 8.7 10.7 5.4 5.4 100.0 Percent 20.1 43.6 51.0 69.8 78.5 89.3 94.6 100.0

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Song Preference with Respect to Gender: Old Hindi Songs

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 5 18 18 12 8 11 6 5 83 female 3 7 14 15 10 8 3 6 66 Total 8 25 32 27 18 19 9 11 149

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Male respondents have preference towards old Hindi songs at second and third position with same ratings as 18 respondents have selected those preferences. preference towards old Hindi songs as compare to male. While female has less

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Songs of 90s

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 8 10 11 13 15 10 12 4 83 female 7 7 8 8 12 13 5 6 66 Total 15 17 19 21 27 23 17 10 149

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Songs of 90s are considered as all time favorite songs for both male and female. 90s songs are super duper hit in film industry of India. Therefore they are hot favorite amongst all age group and in male and female. Most of respondents agree on those songs of 90s are among their favorite categories of songs.

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New and Latest Songs

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 39 11 9 12 2 3 4 3 83 female 32 9 17 3 0 1 2 2 66 Total 71 20 26 15 2 4 6 5 149

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For new and latest songs, male and female both have same likings that they both prefer new and latest songs at most. There is a significant difference between two groups who have selected most preferable category as a new and latest songs and who have selected second preferable category as a new and latest songs. Only 11 males and 9 female prefers new and latest songs at a second position.

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Gujarati Songs and Gazals

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 2 5 2 2 13 10 14 35 83 female 0 6 0 2 8 3 13 34 66 Total 2 11 2 4 21 13 27 69 149

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Gujarati songs and gazals are least preferable for both the gender. Only 2 male respondents have most preferable category for Gujarati songs and gazals. And none female has this preference. While 35 male respondents and 34 female respondents have least preference for Gujarati songs and gazals.

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Hindi Gazals

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 4 6 11 11 16 12 17 6 83 female 5 3 4 5 10 9 22 8 66 Total 9 9 15 16 26 21 39 14 149

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Only 4 male and 5 female respondents agree upon that they mostly prefer Hindi gazals rather than any other types of songs. While 17 male and 22 female respondents agree upon that they less prefers Hindi gazals over other types of songs. But overall preference of Hindi gazals is more over same for all type of categories. Researcher has come to know that respondents like Hindi gazals if they are played some times in a day.

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English Songs

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferabel 6th preferable less preferable least preferable Total 4 12 5 10 16 8 9 19 83 female 4 13 9 11 5 11 7 6 66 Total 8 25 14 21 21 19 16 25 149

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Only 4 male and female respondents agree on that they mostly prefer English songs rather than any other type of songs. But overall liking of both genders is same for English songs. 19 male respondents and 16 female respondents agrees that they will never prefer English songs over any other kinds of songs.

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Pop Music

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 7 5 21 5 9 15 18 3 83 female 0 2 11 12 12 19 8 2 66 Total 7 7 32 17 21 34 26 5 149

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Only 7 male respondents agree upon having most likely preference towards pop music, while none of the female respondents have this type of preference. For pop music, male respondents have more positive preference than female respondents.

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Soft and Romantic Songs

gender male most preferable 2nd preferable 3rd preferable 4th preferable 5th preferable 6th preferable less preferable least preferable Total 12 16 8 18 4 14 5 6 83 female 18 19 3 10 9 2 3 2 66 Total 30 35 11 28 13 16 8 8 149

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For soft and romantic music, female respondents have more preferable likings than male candidates. 18 female respondents agrees upon having more liking towards soft and romantic songs of Bollywood.

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Favorite Radio Program:


All radio channels have different type of programs according to their programming strategy. They select their layout of programs according to their punch line of the radio channel. Radio City:
Favorite Radio Program Radio City Kem Cho Ahmedabad City Masala Hum Tum Radio city Joy Ride

25 17 18 38

Radio City
40 35 30 25 20 15 10 5 0 Kem Cho Ahmedabad City Masala Hum Tum Radio city Joy Ride 25 17 18 38

Radio City has main four programs during the day. Among them, Radio City Joy Ride is most favorite show among the respondents. 25.5% respondents agree on that they prefer to listen that show in the evening time. This show is favorite among youth with reason that it includes live request or public demand for selection of songs. The second best show for Radio City is Kem Cho Ahmedabad. 16.78% respondents prefer to listen that show. For Radio City, rest of two shows City Masala and Hum Tum have similar listenership.

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Red FM:
Favorite Radio Program Red Fm Morning No. 1 Bajatey Raho GJ 935 SMS Zoya Naughty Nights

32 84 35 19 39

Red FM
90 80 70 60 50 40 30 20 10 0 Morning No. 1 Bajatey Raho GJ 935 SMS Zoya Naughty Nights 32 35 19 39 84

Red FM has started only few years back. But it gives tough competition to the first private player of the industry i.e. Radio Mirchi. For Red FM, Day time and Afternoon Drive is more important. Bajatey Raho is the favorite program amongst the youth. The program name itself says that if anything is going wrong near by you, then uski bajao 56.38% respondents prefer this program. For Red FM, other programs have similar listenership i.e. for Morning No. 1, 21.48%, for GJ 935, 23.49% and for Zoya Naughty Nights, 26.17% listenership is there,

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My FM:
Favorite Radio Program My FM Salam Ahmedabad 16 Always Dil Chahta Hai Happy Evening Chandni Raatein My World

19 10 15 19 25 16

My FM
25

20

15 25 10 19 15 5 10 19 16

0 Salam Ahmedabad 16 Always Dil Chahta Hai Happy Evening Chandni Raatein My World

Compare to other radio channels, My Fm is less preferable among youth. Chandni Raatein is the favorite program of My FM. It contains 16.67% of listenership. Salam Ahmedabad and Happy Evening both contain 12.67% listenership. My world has listenership of 10.74%. For My FM, least preferable show is 16 Always with listenership of 6.71% listenership.

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Radio One:
Favorite Radio Program Radio One Good Morning Ahmedabad Request Fataafat Chill Fataafat

35 30 16

Radio One
35 30 25 20 15 10 5 0 Good Morning Ahmedabad Request Fataafat Chill Fataafat 35 30 16

Radio One is providing only three program in a day. Good Morning Ahmedabad is the most preferred show for Radio One with listenership of 23.49% respondents. While Request Fataafat is second preferable show for Radio One. The researcher has found that the main reason for liking of show is it provides songs on demands. The least preferable show for Radio One is Chill Fataafat with listenership of 10.74% of respondents.

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Radio Mirchi:
Favorite Radio Program Radio Mirchi Hello Amdavad Ninety Not Out Cassette Classics Kitli Culture Purani Jeans

69 25 10 24 60

Radio Mirchi
70 60 50 40 30 20 10 0 Hello Amdavad Ninety Not Out Cassette Classics Kitli Culture Purani Jeans 25 10 24 69 60

RJ Dhwanit is working as a brand ambassador for Radio Mirchi. Radio Mirchi enjoys first mover advantage in this industry. It also has strong media support of The Times Group. For Radio Mirchi, Hello Amdavad is the most preferable show. It entertains 43.41% radio listeners. The second best show for Radio Mirchi is Purani Jeans with listenership of 40.27% respondents. Ninety Not Out and Kitli Culture are more or less same preferable show for Radio Mirchi. While Cassette Classics is the less preferable show with 6.71% of respondents.

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Importance of Different Categories to Radio Channel:


Importance of Different Categories to a Radio Channel Categories Mean Value Music Quality 1.4631 RJ Quality 1.9396 Content of the Show 2.2483 Contests 3.1812 News 2.6779 Advertisement 3.6242

Advertisement News Categories Contests Content of the Show RJ Quality Music Quality 0 2.2483 1.9396 1.4631 0.5 1 1.5 2.6779

3.6242

3.1812

2 Mean Value

2.5

3.5

For any radio channel, Music Quality, Quality of RJs, Content of the show, Contests, News or traffic updates and Advertisements are very crucial. Without these factors, radio channel can not work. As per conducted research, researcher has found that respondents also believes that for success of any radio channel mainly depends upon the music quality or selection of songs, which they on aired during the program. The second main reason is RJs. Many RJs are working as a Brand Ambassador for radio channel. If RJs are not good enough, then popularity of particular show will decrease. Next comes content of shows. RJs and the programming head of the channel have to provide something new to the listeners every day. Respondents believe that any

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current or local news are also important for any channel. Though private radio channels are banned for speaking on political and religious issues, but local news are those things which listener can get in different way from any channels. For any radio channel, respondents believe that contests and advertisements are least important factor. Many respondents feel that contests are not up to the mark. And people dont want to waste their time in listening advertisements.

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Importance of Different Categories to Radio Channel with respect to Education: Music Quality:

education under graduate most imp imp neutral less imp least imp Total 19 3 0 0 0 22 graduate 34 12 2 0 5 53 post graduate 54 14 2 4 0 74 Total 107 29 4 4 5 149

19 undergraduates, 34 graduates and 54 post graduates believe that quality of the music is the main thing that any radio channel should concentrate. Only 5 graduates believe that music quality is least important for any radio channel.

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Quality of RJs:

education under graduate most imp imp neutral less imp least imp Total 10 8 4 0 0 22 graduate 23 15 6 7 2 53 post graduate 35 18 15 4 2 74 Total 68 41 25 11 4 149

35 post graduates, 23 graduates and 10 under graduates believe that RJs are most important tool for any radio channel. They also believe that they are important because they are working as a Brand Ambassador for the channel. Only 2 graduates and post graduates believe that RJs are not so important because most of the respondents do not listen to them.

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Content of the Show:

education under graduate most imp imp neutral less imp least imp Total 6 8 6 2 0 22 graduate 15 15 14 9 0 53 post graduate 28 16 20 6 4 74 Total 49 39 40 17 4 149

Content of the show is most important for 6 under graduates, 15 graduates and 28 post graduates. They believe that shows content tells that which type of songs they will play during the show. Therefore if the content is not good, the show is not up to the mark for them. While only 4 post graduates believe that there is only one most important thing for radio i.e. music selection strategy.

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Contests:

education under graduate most imp imp neutral less imp least imp Total 5 2 7 0 8 22 graduate 4 6 18 18 7 53 post graduate 8 11 25 28 2 74 Total 17 19 50 46 17 149

Mostly people believe that contests are only subsidiary part of the channel. No channel can become no. 1 on the basis of contests they provide for entertainment. 8 undergraduates, 7 graduates and only 2 post graduates believe that contest is the least important factor for any channel. Other believes that though contests are not most important factor, but it is the important factor for creating lively atmosphere between RJ and listeners.

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News:

education under graduate most imp imp neutral less imp least imp Total 7 6 5 2 2 22 graduate 13 10 13 12 5 53 post graduate 17 13 26 9 9 74 Total 37 29 44 23 16 149

Though political and religious news broadcasting is banned for private radio channels, they can provide news on current and local issues, hot favorite Bollywood gossips, cricket news etc. Now a day some radio channel has started to provide traffic updates on radio. The researcher has come to know that almost each level of education believes that news is neutral for them to listen to any radio channel. They will not switch the channel for listening to the news.

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Advertisements:

education under graduate most imp imp neutral less imp least imp Total 7 5 0 4 6 22 graduate 8 7 10 5 23 53 post graduate 2 7 14 23 28 74 Total 17 19 24 32 57 149

Almost respondents of each level of education believe that advertisements are the least important factor for radio channel as their point of view. But they also agree on that advertisements are very important factor as per channels point of view. Only 7 undergraduates, 8 graduates and 2 post graduates believe that advertisements are most important as their point of view also.

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Favorite RJ:
Radio City:
Favorite RJ Radio City Aseem Megha Shirley Nishant 45 22 23 12

Radio City
45 40 35 30 25 20 15 10 5 0 Aseem Megha Shirley Nishant 22 23 12 45

Aseem is the most favorite RJ for Radio City listeners. 30.20% respondents agree on that Aseem is one of their favorite RJ. He is followed be Shirley with 15.44% respondents.

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Red FM:
Favorite RJ Red FM Harshil Rockey Devanshi Riya Aditi Zoya 41 36 40 64 48 38

Red FM
70 60 50 40 30 20 10 0 Harshil Rockey Devanshi Riya Aditi Zoya 41 36 40 64 48 38

RJ Riya plays very important role for Red FM, as she is the most favorite RJ in Red FM. 42.96% respondents agree that they like Riyas speech and the way she delivers the show. She is followed by Aditi with 32.21%. Harshil, Devanshi, Zoya and Rockey also preferred for 27.52%, 26.85%, 25.5% and 24.16% respondents.

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My FM:
Favorite RJ My FM Ankit Krupa Payal Ekta Vishal Mamta 24 26 9 13 35 6

My FM
35 30 25 20 15 24 10 13 5 0 Ankit Krupa Payal Ekta Vishal Mamta 9 6 26 35

RJ Vishal is most favorite RJ in the My FM. He is followed by Krupa and Ankit with17.45% and 16.11%. RJ Mamta is the least favorite RJ in the My FM.

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Radio One:
Favorite RJ Radio One Devki Bhoomika Mishkka 64 24 18

Radio One
70 60 50 40 30 20 10 0 Devki Bhoomika Mishkka 24 18 64

For Radio One, RJ Devki is working as a brand ambassador. She is favorite amongst 42.95% radio listeners. She is followed by Bhoomika with 16.11% and by Mishkka with 12.1%.

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Radio Mirchi:
Favorite RJ Radio Mirchi Dhwanit Megha Abhishek Nehal Preeti 90 16 11 11 15

Radio Mirchi
90 80 70 60 50 40 30 20 10 0 Dhwanit Megha Abhishek Nehal Preeti 16 11 11 15 90

RJ Dhwanit has changed the definition of RJs. He is the most favorite RJ amongst all RJ of all radio channels. 60.42% respondents agree on that Dhwanit is among their favorite RJs.

Researcher has also found that people listen to a particular program because Dhwanit is hosting it.

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Qualities of RJ:
RJs are the real asset for any radio channel. Many times people know a particular channel because of its RJ. RJs should be spontaneous and should have good command over language. He or she should be humorous and interactive for creating lively atmosphere on air. The RJ should have knowledge about current issues.
Qualities of RJ Qualities Spontaneous Good command over language Humorous Having knowledge about current issues Interactive Mean Value 2.7584 2.4362 3.0134 3.2349 3.557

Interactive

3.557

Having knowledge about current issues Qualities

3.2349

Humorous

3.0134

Good command over language

2.4362

Spontaneous 0 0.5 1

2.7584 1.5 2 2.5 3 3.5 4

Mean Value

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As per conducted survey, the researcher has come to know that good command over language is the most important quality of the RJ with mean value of 2.4362. spontaneous, so that he or she can handle different situations on air. Secondly should be RJs should also be

humorous so that the atmosphere of the show can become lively. Apart from this, RJs should have knowledge about current issues so that they can provide information regarding this. And last but not the least RJs should be interactive with their contestants, so that they can enjoy the contest.

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Spontaneous:
Cumulative Frequency Valid most imp imp 3rd imp less imp least imp Total Missing 9.00 System Total Total 44 25 23 37 20 149 1 40 41 190 Percent 23.2 13.2 12.1 19.5 10.5 78.4 .5 21.1 21.6 100.0 Valid Percent 29.5 16.8 15.4 24.8 13.4 100.0 Percent 29.5 46.3 61.7 86.6 100.0

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Good Command over Language:


Cumulative Frequency Valid most imp imp 3rd imp less imp least imp Total Missing 9.00 System Total Total 58 17 44 11 19 149 1 40 41 190 Percent 30.5 8.9 23.2 5.8 10.0 78.4 .5 21.1 21.6 100.0 Valid Percent 38.9 11.4 29.5 7.4 12.8 100.0 Percent 38.9 50.3 79.9 87.2 100.0

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Humorous:
Cumulative Frequency Valid most imp imp 3rd imp less imp least imp Total Missing 9.00 System Total Total 22 42 27 28 30 149 1 40 41 190 Percent 11.6 22.1 14.2 14.7 15.8 78.4 .5 21.1 21.6 100.0 Valid Percent 14.8 28.2 18.1 18.8 20.1 100.0 Percent 14.8 43.0 61.1 79.9 100.0

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Having knowledge about current issues:


Cumulative Frequency Valid most imp imp 3rd imp less imp least imp Total Missing 9.00 System Total Total 13 48 14 39 35 149 1 40 41 190 Percent 6.8 25.3 7.4 20.5 18.4 78.4 .5 21.1 21.6 100.0 Valid Percent 8.7 32.2 9.4 26.2 23.5 100.0 Percent 8.7 40.9 50.3 76.5 100.0

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Interactive:
Cumulative Frequency Valid most imp imp 3rd imp less imp least imp Total Missing 9.00 System Total Total 12 17 41 34 45 149 1 40 41 190 Percent 6.3 8.9 21.6 17.9 23.7 78.4 .5 21.1 21.6 100.0 Valid Percent 8.1 11.4 27.5 22.8 30.2 100.0 Percent 8.1 19.5 47.0 69.8 100.0

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As per conducted survey, the researcher has come to know that 29.53% respondents believe that the most important quality of RJ should be that he or she should be spontaneous. 38.93% respondents believe that having good command over language is the most important quality of RJ. While 14.76% respondents believe that RJs should be humorous first. 8.72% people believe that RJs should have knowledge about current issues. While only 8.05% respondents believe that the main quality of RJ is they should be interactive.

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Political and Legal Issues:


Political and Religious Issues Yes No Can't Say 92 31 26

Political and Legal Issues


17%

Yes 21% 62% No Can't Say

According to Phase 1 and Phase 2 policy for private radio player, their RJs are banned for speaking about political and religious. But then also 62% respondents believe that they should allowed to speak on these issues, while only 21% respondents say that this banned is proper for RJs. They believe that radio is made for entertainment, so these types of serious issues should not be provided by RJs.

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Types of Programs:
Types Humorous Politics Bollywood Serious Issues Current Issues Local Problem Mean Value 3.349 4.038 3.0268 4.0268 2.5906 3.8255

Local Problem Current Issues Types Serious Issues Bollywood Politics Humouous 0 0.5 1 3.0268 2.5906

3.8255

4.0268

4.0738 3.349 1.5 2 2.5 3 3.5 4 4.5

Mean Value

As per conducted survey, the surveyor found that mostly listeners wants program on current issues. The second rank for program selection is all time favorite bollywood gossips. program on it. People like politics, but dont want a whole

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Humorous:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 31 37 16 14 16 35 149 1 40 41 190 Percent 16.3 19.5 8.4 7.4 8.4 18.4 78.4 .5 21.1 21.6 100.0 Valid Percent 20.8 24.8 10.7 9.4 10.7 23.5 100.0 Percent 20.8 45.6 56.4 65.8 76.5 100.0

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Politics:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 14 15 21 28 38 33 149 1 40 41 190 Percent 7.4 7.9 11.1 14.7 20.0 17.4 78.4 .5 21.1 21.6 100.0 Valid Percent 9.4 10.1 14.1 18.8 25.5 22.1 100.0 Percent 9.4 19.5 33.6 52.3 77.9 100.0

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Bollywood:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferalbe least preferable Total Missing 9.00 System Total Total 43 22 24 21 26 13 149 1 40 41 190 Percent 22.6 11.6 12.6 11.1 13.7 6.8 78.4 .5 21.1 21.6 100.0 Valid Percent 28.9 14.8 16.1 14.1 17.4 8.7 100.0 Percent 28.9 43.6 59.7 73.8 91.3 100.0

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Serious Issues:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 3 23 32 30 31 30 149 1 40 41 190 Percent 1.6 12.1 16.8 15.8 16.3 15.8 78.4 .5 21.1 21.6 100.0 Valid Percent 2.0 15.4 21.5 20.1 20.8 20.1 100.0 Percent 2.0 17.4 38.9 59.1 79.9 100.0

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Current Issues:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 44 33 38 15 12 7 149 1 40 41 190 Percent 23.2 17.4 20.0 7.9 6.3 3.7 78.4 .5 21.1 21.6 100.0 Valid Percent 29.5 22.1 25.5 10.1 8.1 4.7 100.0 Percent 29.5 51.7 77.2 87.2 95.3 100.0

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Local Problems:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 16 21 18 41 24 29 149 1 40 41 190 Percent 8.4 11.1 9.5 21.6 12.6 15.3 78.4 .5 21.1 21.6 100.0 Valid Percent 10.7 14.1 12.1 27.5 16.1 19.5 100.0 Percent 10.7 24.8 36.9 64.4 80.5 100.0

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As per conducted survey, the researcher has found that 20.81% respondents prefer that the whole show should be humorous. 9.40% respondents believe that whole political show is most

preferable. 28.86% respondents say that the whole show on the bases of bollywood is most preferable. While only 2.01% respondents say that the whole show should on serious issues of the country or state is most preferable. 29.53% respondents want show on current issues. And 10.74% respondents believe that the whole show on local problem is most preferable.

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Live Request Show:


Live Request Shows Yes No Can't say 106 32 11

Live Request Shows


7%

22% Yes No Can't say 71%

Live request shows means that type of show which provides songs on demand. Some times people wants to dedicate some songs to a particular person or they only have wish to listen to a particular songs. The researcher has asked people that they want these type of live request show more. After conducting a survey, the researcher has come to know that 71% respondents want this type of live request show. While, 22% of the respondents dont want this type of live request show. 7% of the respondents believe that they have no such type of preference regarding listening a particular song at a particular time. Therefore they cant say anything regarding this.

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Time duration for live request show:


Time Duration for Live Request Show Selected Not Selected Morning drive 25 81 Day time 20 86 Afternoon drive 26 80 Night time 49 57 All night 4 102

Time Duration for Live Request Show


120 100 81 80 57 60 40 20 0 Morning drive Day time Afternoon drive Selected Night time All night 25 26 4 49 86 102 80

20

Not Selected

After conducting the survey, the researcher had come to know that 49 respondents this live request show at night time. Morning drive, Day time and Afternoon drive has almost same preference 25, 20, and 26 respondents respectively. Only 4 respondents believe that the live request show should be on aired all night.

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Advertisement Listening:
Advertisement is most important factor in point of view of the channel. It is the main source of earning revenues. The major limitation for radio advertisement is that it cant be visualized. Listeners use their imagination power for visualization of the advertisement.
Advertisement Listening Yes No 89 60

Advertisement Listening
Yes No

40%

60%

The researcher has asked in her survey that if people listen to the advertisements or simply switches the radio channel. From the conducted survey, the researcher has come to know that 60% of the respondents listen to the advertisements while only 40% of the respondents dont listen to the advertisement and simply switch the radio channel.

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Reasons for listening to the advertisements:


Reasons for listening advertisements Reasons Mean Value Want to get information 2.0899 Want to purchase the product 2.764 Want to aware about the product 2.0899 There is no other option 3.0674

There is no other option

3.0674

Reasons

Want to aware about the product

2.0899

Want to purchase the product

2.764

Want to get information 0 0.5

2.0899

1.5

2.5

3.5

Mean Value

The main two reasons for listening to the advertisements are that people wants to aware about the new product and want to get information regarding the existing product with respect to sale, scheme, etc. People also listen to the advertisements because they actually want to purchase that product and want some information regarding it. The least preferable reason for listening to the radio advertisements is that there is no other option as they are coming periodically on the radio.

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Switching of radio channel:


Switching of Radio Channel yes no 124 25

Switching of Radio Channel


yes no

17%

83%

As radio is a personalized medium for entertainment, people can easily switch the channel without taking permission of other people. People switch radio channel because of boredom of typical songs in one channel, for avoid advertisement, for listening different type of music etc.

The researcher has come to know that 83% of the respondents generally switch to the radio channel for one or other reasons. While only 17% of the respondents dont switch to the radio channel.

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Reasons for switching of radio channel:


Reasons for switching radio channels Reasons Boredom with current station To listen different type of music To listen to a particular program on another channel To avoid advertisement To avoid particular RJ To get news and traffic updates Mean Value 2.896 2.384 4.016 2.688 4.376 4.64

To get news and traffic updates To avoid particular RJ To avoid advertisement To listen to a particualr program on another channel To listen different type of music Boredom with current station 2.384 2.896 2.688

4.64 4.376

Reasons

4.016

0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Mean Value

The main reason for switching the particular channel is that respondents want to listen different type of music on other radio channel with mean value of 2.384. While to avoid advertisement is the second best preferable reason for switching to the radio channel. The least preferable reason is to get news and traffic updates from other channel. The researcher has come to know from the research is that people dont want to switch the channel to avoid particular RJ.

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Boredom with current station:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 31 28 25 16 14 11 125 25 40 65 190 Percent 16.3 14.7 13.2 8.4 7.4 5.8 65.8 13.2 21.1 34.2 100.0 Valid Percent 24.8 22.4 20.0 12.8 11.2 8.8 100.0 Percent 24.8 47.2 67.2 80.0 91.2 100.0

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To listen different type of music:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 39 35 28 12 9 2 125 25 40 65 190 Percent 20.5 18.4 14.7 6.3 4.7 1.1 65.8 13.2 21.1 34.2 100.0 Valid Percent 31.2 28.0 22.4 9.6 7.2 1.6 100.0 Percent 31.2 59.2 81.6 91.2 98.4 100.0

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To listen to a particular program on another channel:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 6 15 19 38 25 22 125 25 40 65 190 Percent 3.2 7.9 10.0 20.0 13.2 11.6 65.8 13.2 21.1 34.2 100.0 Valid Percent 4.8 12.0 15.2 30.4 20.0 17.6 100.0 Percent 4.8 16.8 32.0 62.4 82.4 100.0

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To avoid advertisements:
Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 44 19 24 18 10 10 125 25 40 65 190 Percent 23.2 10.0 12.6 9.5 5.3 5.3 65.8 13.2 21.1 34.2 100.0 Valid Percent 35.2 15.2 19.2 14.4 8.0 8.0 100.0 Percent 35.2 50.4 69.6 84.0 92.0 100.0

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To avoid particular RJ:


Cumulative Frequency Valid 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 13 21 30 28 33 125 25 40 65 190 Percent 6.8 11.1 15.8 14.7 17.4 65.8 13.2 21.1 34.2 100.0 Valid Percent 10.4 16.8 24.0 22.4 26.4 100.0 Percent 10.4 27.2 51.2 73.6 100.0

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To get news and traffic updates:


Cumulative Frequency Valid most preferable 2nd preferable 3rd preferable 4th preferable less preferable least preferable Total Missing 9.00 System Total Total 5 15 8 11 39 47 125 25 40 65 190 Percent 2.6 7.9 4.2 5.8 20.5 24.7 65.8 13.2 21.1 34.2 100.0 Valid Percent 4.0 12.0 6.4 8.8 31.2 37.6 100.0 Percent 4.0 16.0 22.4 31.2 62.4 100.0

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After conducting the survey, the researcher has found that for switching the radio channel, boredom with current station is the most preferable reason for 31 respondents. 39 respondents mainly switch the channel for listening to the different type of music on other channel. To listen to a particular program on another channel is the most preferable reason for 6 respondents. 44 respondents mainly switch radio channels to avoid advertisements. While 5 respondents want to change channel to get news and traffic updates. To avoid particular RJ is not most preferable reason for any respondents.

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Way of listening songs:


Way of listening songs At a stretch Shuffle between different types of songs 60 89

90 80 70 60 50 40 30 20 10 0 At a stretch Shuffle between different types of songs 60 89

After conducting a research, the researcher has found that 59.73% respondents do not like to listen to similar type of songs at a stretch. And this is the main reason for switching the channel for searching different type of songs. While 40.27% respondents like to listen to similar type of songs at a stretch.

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Repetition of songs:
Repetition of Songs Yes No Sometimes 48 57 44

Repetition of songs
Yes No Sometimes

30%

32%

38%

Almost each and every radio channel plays same songs during different time duration. But 38% respondents believe that they do not like this type of repetition. And this repetition becomes major reason for switching the radio channel for them. 32% respondents believe that they like this type of repetition as many times as they occur. While 30% of respondents believe that they like to listen to the particular songs repeatedly, but not all songs. They will also change the channel, if this repetition becomes more frequently.

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Participation in contests:
Participation in Contests Never Once in a week Once in a month Twice in a month 100 17 21 11

Participation in Contests
100 90 80 70 60 50 40 30 20 10 0 Never Once in a week Once in a month Twice in a month 17 21 11 100

All radio channels provide some kind of quiz and contest to get live participation from their listeners. But these quiz and contests are not more important for listeners in their point of view. After conducting the survey, researcher has found that 67.11% respondents have never participated in these types of quiz and contests. While 15% respondents participate in a monthly basis. 11.41% respondents participate once in a week in these types of contests. While 7.38% respondents participate twice in the month in contests.

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Reasons:
Reasons You have no time Considered as fake and useless Want some other types of contests Prizes are not good and enough Not want to use balance of the mobile 46 32 23 25 42

Not want to use balance of the mobile

42

Prizes are not good and enough

25

Want some other types of contests

23

Considered as fake and useless

32

You have no time 0 5 10 15 20

46

25

30

35

40

45

50

Each and every radio channel organizes some quiz and contests on daily basis. But listeners do not participate on regular basis. There are many reasons for that. The researcher has found that 30.87% respondents do not participate on a regular basis because they dont have time for this type of on air games. While 21.48% respondents believe that these contests are fake and useless and winners do not get any prize out of them. 15.44% respondents are not participating because they want some other types of contests. They are not satisfied with current level of contests. 16.78% respondents are unsatisfied with current prizes. They are not participating because they consider that prizes are not good and enough. And rests of 28.19% respondents are not

participating because they do not want to use balance of the mobile.

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Type of prizes:
Type of Prizes Cash Coupons/Vouchers Concert Pass Gifts 52 28 25 44

60 50 40 30 20 28 10 0 Cash Coupons/Vouchers Concert Pass Gifts 25

52 44

It is human tendency that they can not live with similar kind of things. This also applies to the prizes of radio contests. Some respondents are not participating in these contests because they believe that prizes are not enough and good. And others also want some change in these prizes. Though 34.90% respondents ask only cash prizes. 18.79% respondents want coupons or

vouchers as prize. 16.78% respondents prefers concert pass. While 29.53% respondents prefers whatever gifts as prize.

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Benefit from traffic updates:


Benefit from traffic updates Yes No Can't say 49 74 26

Benefits from traffic updates


Yes No Can't say

17% 33%

50%

Some radio channels are providing traffic updates for the betterment of the listeners. But after conducting a survey, the researcher has found that only 33% respondents get benefit out of it. While 50% of respondents do not get any benefit out of it. 17% of respondents declare that they do not want to comment on this.

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News on radio channel:


News on Radio Channel Yes No Can't Say 114 24 11

120 100 80 60 40 20 0 Yes No Can't Say 114

24 11

As per government rules and regulations, private radio channel can not broadcast news on their channel. While the researcher has asked about this, 76.51% respondents believe that these channels should allow for broadcasting news. While 16.11% respondents believe that radio is made for entertainment and it should not allow for broadcasting news. 7.38% respondents do not want to comment on the same.

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News on radio channel with respect to gender:

gender male yes no can't say Total 68 11 4 83 female 46 13 7 66 Total 114 24 11 149

81.93% male and 69.70% female respondents believe that news should be allowed for private radio channels. While 13.25% male and 19.70% female respondents believe that news should not be allowed for private radio channels.

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Separate news channel:


Separate News Channel Yes No Can't say 43 76 30

80 70 60 50 40 30 43 20 10 0 Yes No Can't say 30 76

After conducting the research, the researcher has found that respondents want news on radio. But they do not prefer a separate news channel for whole day. In informal communication with respondents, the researcher has come to know that respondents believe that for whole day, there are many other mediums which provide news. But for some news radio is proper medium.

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Separate news channel with respect to age:

age 15-25 years yes no can't say Total 29 48 19 96 25-40 years 12 23 8 43 <40 years 2 4 4 10 Total 43 75 31 149

After conducting a research, the researcher has found that 48 respondents from age group 15-25 years of age believe that there should not a separate news channel. While 23 respondents from age group 25-40 years believe in same manner.

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Hypothesis:
Null Hypothesis: A person having different profession thinks that RJs should not be allowed to speak on political and religious issues on air. Alternative Hypothesis: A person having different profession thinks that RJs should be allowed to speak on political and religious issues on air.

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 14.043
a

df 10 10 1

sided) .171 .148 .008

14.591 6.950 149

a. 10 cells (55.6%) have expected count less than 5. The minimum expected count is 2.97.

Here the chi-square value for prohibition on political and religious issue is 0.171 with 10 degree of freedom and 0.05 significance level. Which shows that null hypothesis is rejected and alternative hypothesis is accepted, which is, a person having different profession thinks that RJs should be allowed to speak on political and religious issues on air.

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Hypothesis:
Null Hypothesis: Gender does not affect preference regarding live request shows. Alternative Hypothesis: Gender affects preference regarding live request shows.

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 5.516
a

df 2 2 1

sided) .063 .064 .276

5.506 1.188 149

a. 1 cells (16.7%) have expected count less than 5. The minimum expected count is 4.87.

Here the chi-square value for live request show is 0.063 with 2 degree of freedom and 0.05 significance level. Which shows that here null hypothesis is rejected and alternative hypothesis is accepted which is gender affects preference regarding live request shows.

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Hypothesis:
Null Hypothesis: A person having different profession does not affect preference regarding live request shows. Alternative Hypothesis: A person having different profession affects preference regarding live request shows.

Chi-Square Tests Asymp. Sig. (2Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 19.722
a

df 10 10 1

sided) .032 .029 .445

20.052 .583 149

a. 11 cells (61.1%) have expected count less than 5. The minimum expected count is 1.26.

Here the chi-square value for live request shows is 0.032 with 10 degree of freedom and 0.05 significance level. Therefore here null hypothesis is accepted which shows that a person having different profession does not affect preference regarding live request shows.

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KEY FINDINGS
Red FM has been started only few years back, but is providing tough competition to existing players. Red FM is only one station which has two names for only one frequency. In South India it is known as Suryan FM, while in rest of the country, it is known as Red Fm.

The enthusiasm of the target audience is the main strength of the Red FM. It only caters people coming within the age group of 15 to 25 years. The positioning of the channel also justifies the same. All day long, only the newest songs are aired on Red FM. Positioned as Bajaatey Raho.

From the conducted survey, the researcher has found that people listen to the radio mostly because it provides relaxation. The other reasons are it is considered as a time pass medium, creates peaceful atmosphere and provides background music.

The other thing that researcher has found that mostly people listen to the radio in weekdays. In weekends they prefer other ways of entertainment like moving out, watching movies, or simply spending time with their family.

Songs selection is the main part in the radio. At Red FM, it only plays new and latest songs as it caters only youth. But after conducting the survey, the researcher has found that people also like songs of 90s and all time favorite soft romantic songs. For sometime, people also prefer English songs and pop music.

The researcher has also found that radio listeners also want live request shows, in which they can ask for playing songs of their choice.

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Radio is a personalized medium of entertainment. So that any person can change the channel whenever they want. This is the main threat for radio stations. The researcher has found that people switch one channel to another mainly for listening different type of music. They also switch channel for avoid advertisements.

Radio is an interactive medium. RJs play various quiz and contests to interact with listeners. After conducting a survey, the researcher has found that many people are not participating in these contests because they believe that the prizes are not good enough. They also want some extraordinary games which can sharpen their brains too.

Last but not the least; people also want some news and breaking updates on radio. Though it is banned for RJs to speak about political and religious issues or airing any type of news, public demand is different from government rules and regulations.

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RECOMMENDATIONS
Recommendations for radio, as a whole:
Legal permission for news: Private radio players are not permitted officially to telecast news in particularly divided time slots. Seeing the increasing popularity of radio as a medium of communication, if they are permitted to broadcast news and live updates, the penetration of radio as a medium would be really acceptable.

And moreover, news are an integral part of telecast, as far as all the media of communication is concerned. Then, the logic of the researcher goes like to accept the telecast the news in an officially and an effective manner.

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Recommendations for Red FM:


1. Live Request Shows: As Red FM is catering to the youth only, they demand live request shows in which they can simply ask for playing their favorite songs on their demand. The youth also prefer night time for this type of show. While morning drive, day time and afternoon drive have less

preference than night time, but internally have more or less same preference.

2. Song preference: It is not at all wrong decision for Red FM to discontinue playing Gujarati songs and gazals on air. Youth mainly want new and latest songs by newly launched movies. But they also prefer songs of 90s and all time favorite romantic songs. In informal communication with respondents, the researcher has found that in old songs category, they like Kishor Kumar most. And they ask Red FM to play those songs sometimes in a day. Moreover, English and Hindi pop music is also preferred by youths.

3. Contests and Prizes: The researcher has found that young generation is not participating in the contest because of no time. Therefore Red FM should promote these types of contests by providing better prizes. The researcher has also found that people are not participating because they dont want to use balance of their mobile. Therefore the researcher suggests that Red FM should give balance recharge voucher as prize for playing contests. As it caters to the youth, the main problem of youth is pocket money. They ask for cash prizes also. The other prize can be given by Red Fm is petrol voucher. Other than this, more coupons, concert pass and gifts can be given by Red FM.

4. Penetration in the state as soon as possible for local advertisements: Recently, Red FM is just holding three frequency slots of 93.5 MHz, in the city of Ahmedabad, Baroda and Rajkot. Henceforth, as far as regional brands are concerned, they simply would not like to use Red FM as their choice for advertisement. Instead, they would

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simply choose other channels, which is having regional penetration, to make their ad campaigns simple and at the same time, cost effective.

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CONCLUSION
From all the above survey undertaken we can conclude that the category of people listening radio has preferred different taste in terms of music choices along with the different information they are awaited for. People listen to 93.5 F.M. more in comparison to other available radio stations.

Mainly people listen to Radio for the main purpose of acquiring relaxation. For about span of less than 1 hour is vested by public in general for listening Radio. New and latest Songs are more preferable for in comparison to other available categories of songs.

The Music Quality factor is the most important rated factor for listening Radio. The Radio Jockeys are rated on the determinant of having good command over language. Current issue and Bollywood have been bifurcated as the most awaited programme by the public in general. More Lively shows must be added. Repetition of songs is not entertained by people.

Shuffling among different types of songs is more enjoyed by the listeners. The public is awaited to get news transmitted through the Radio Channels.

In sort, the above conducted Survey enables to understand the overall mentality of public and their preferences in terms of channels, songs and the duration for which it has been transmitted.

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BIBLIOGRAPHY
Red FM, Ahmedabad http://en.wikipedia.org/wiki/AM_broadcasting http://en.wikipedia.org/wiki/Internet_radio http://www.enil.co.in/radio.html http://www.sunnetwork.in/radio.html http://www.myfm.in/radio.html http://www.radiocity.in/radio.html
http://www.newkerala.com/news/fullnews-71872.html http://www.naukrihub.com/india www.researchand markets.net//Indian_media_and_entertainment_industry_pdf

FICCI Report PWC Report Marketing Research Book, fifth edition by Naresh K. Malhotra Statistics for Management, 7th edition, by Richard I. Levin and David S. Rubin Marketing Management, South Asian Perspective, by Abraham Koshy and Kotler

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Annexure
QUESTIONNAIRE
Dear sir/maam, I, Ishita Barai, student of N. R. Institute of Business Management, am conducting survey on the grand project of Radio Listenership Habits among the Youth. So I would like to know your perception about the different aspects of radio in terms of songs, RJs, programs, etc. So please cooperate for the following. 1. Do you listen to radio? Yes No 2. If yes, then which radio channel in Ahmedabad you generally listen? 90.4 Micavaani 95.0 Radio One 91.1 Radio City 96.7 All India Radio 93.4 Red FM 98.3 Radio Mirchi 94.3 My FM 105.4 Gyanvani 3. Rank the following reasons for listening radio in 1 to 6, where 1 is most preferable. Provides background music _____ Peaceful atmosphere _____ Considered as a time pass _____ Provides relaxation _____ Provides information _____ No loneliness _____ 4. How much time in a day you listen to FM? Less than 1 hour 3 to 5 hours 1 to 3 hours More than 5 hours 5. Where do you generally listen to the radio? In vehicles At home At office On vehicles and at home On vehicles and at office On vehicles, at home and at office 6. When do you listen to the radio the most? 6 am-10 am Morning Drive In weekdays In weekends 10 am-3 pm Daytime 3 pm-7 pm Afternoon Drive 7 pm-12 am Night time 12 am-6 am All Night

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7. Rank the following kind of music do you generally like to listen on the radio in 1 to 8, where 1 is most preferable. Old hindi songs _____ Songs of 90s _____ New and latest songs _____ Gujarati songs and Gazals _____ Hindi Gazals _____ English songs _____ Pop music _____ Soft Romantic Songs _____ 8. Which is your favorite radio program on the current radio channels? (Can be more than one) Radio city 91.1 Kem Cho Ahmedabad City Masala Hum Tum Radio City Joy Ride Red FM 93.5 Morning No. 1 Bajatey Raho GJ 935 SMS Zoya Naughty Nights My FM 94.3 Salaam Ahmedabad 16 Always Dil Chahta Hai Happy Evening Chandni Raatein My World 9. According to you how important are the following to a radio channel? Rate 1 to 5 (where 1 stands for most important to 5 stands for least important) Category Music Quality RJ Quality Content of the Show Contests News Advertisements 1 1 1 1 1 1 2 2 2 2 2 2 3 3 3 3 3 3 4 4 4 4 4 4 5 5 5 5 5 5 Radio One 95.0 Good Morning Ahmedabad Request Fataafat Chill Fataatat Radio Mirchi 98.3 Hello Amdavad Ninety Not Out Cassette Classics Kitli Culture Purani Jeans

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10.Who is your favorite RJ? Why? (Can be more than one) Radio City 91.1 Aseen Megha Shirley Nishant Red FM 93.5 Harshil Rockey Devanshi Riya Aditi Zoya My FM 94.3 Ankit Krupa Payal Ekta Vishal Mamta Radio One 95.0 Devki Bhoomika Mishkka Radio Mirchi 98.3 Dhwanit Megha Abhishek Nehal Preeti

Reason:

10.Rank the qualities of RJs in 1 to 5. Where 1 is most important and 5 is least important. Spontaneous _____ Good command over language _____ Humorous _____ Having knowledge about current issues _____ Interactive _____ 11.RJs are banned to speak about political and religious issues. Do you think that RJs should speak on those issues? Yes No Cant say 12.Rank the following types of program do you want to listen in 1 to 6, where 1 is most preferable. Humorous _____ Politics _____ Bollywood _____ Serious issues _____ Current issues _____ Local problems _____ 13.Do you think more live request shows should be added? Yes No Cant say 14.If yes, then at which time? 6 am 10 am Morning Drive 10 am 3 pm Daytime 3 pm 7 pm Afternoon Drive 7 pm 12 am Night time 12 am 6 am All Night

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15.Do you listen to the advertisements on the radio? Yes No 16.If yes, then rank the following reasons in 1 to 4, where 1 is most important. Want to get information regarding the product. ____ Want to actually purchase the product, therefore need some information. ____ Want to aware about the schemes. ____ There is no option as they appear periodically. ____ 17.Do you switch radio channels often? Yes No 18.If yes, then rank the following reasons in 1 to 6, where 1 is most preferable. Boredom with current station ____ To listen different type of music ____ To listen to a particular program on another channel ____ To avoid advertisements ____ To avoid particular RJ ____ To get news and traffic updates ____ 19.How do you like to listen a particular type of songs? At a stretch Shuffle between different types of songs 20.Do you like repetition of songs? Yes No Sometimes 21.If yes then rank the following categories in 1 to 8, where 1 is most preferable. Old hindi songs _____ Songs of 90s _____ New and latest songs _____ Gujarati songs and Gazals _____ Hindi Gazals _____ English songs _____ Pop music _____ Soft Romantic Music _____ 22.How often you really participate in any quiz/contest? Never Once in a month Once in a week Twice in a month Other _____________________________________________________________ 23.If you are not participating in quiz, then what is the reason? You have no time Considered as fake and useless Want some other types of quiz/contest Prizes are not good and enough Not want to use balance of the mobile Other _____________________________________________________________

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24.Which type of prize do you want from radio contests? Cash Concert Pass Coupons/vouchers Gift Other _____________________________________________________________ 25.Do you really get benefit from traffic updates? Yes No Cant say 26.Do you want news on radio channels? Yes No Cant say 27.Do you want separate subsidiary news channel of a main stream channel? Yes No Cant say Personal Information: 1. Gender: Male Female 2. Age: Below 15 years 25-40 years 15-25 years Above 40 years 3. Education: Under Graduate Graduate Post Graduate 4. Profession: Service Business Professional Homemaker Student Self Employed Other _____________________________________________________________

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