VIVIDH BHARTI Research Presentation Decline Of Vividh Bharti
Objective of the Study To determine consumer behavior and attitude towards radio station “VIVIDH BHARATI”.
METHOD OF DATA COLLECTION The main method of data collection was through survey research. Survey research was conducted through structured interview with the help of questionnaire. Data was collected across all age groups and both gender. Types of questions used in questionnaire were MCQ, Dichotomous questions, open ended questions. The sample selected for the survey research was stratified random sample from in and around Pune.
FM broadcasting companies Times Group – Radio Mirchi ADLABS (Anil Dhirubai Ambani Group) – Big FM Mid-Day – Radio One, Go FM Sun Network – Suryan FM, S FM, Sun FM All India Radio (AIR) – FM Rainbow, FM Gold Star Network – Radio City
Vividh Bharti – A Brief History The popular VividhBharati Service of All India Radio was conceptualized to combat 'Radio Ceylon' in 1957. Some of the old popular programmes of VividhBharati are 'SANGEET SARITA', 'BHULE BISRE GEET', 'HAWA MAHAL', 'JAIMALA‘.
Timeline Of Events India Broadcasting company Bombay,Calcutta station was Inaugurated Company went to Liquidation British India started with Programmes 1927 1926 1923 1930 ISBS Renamed All India Radio A Total of only Six Radio Stations External Service Started Vividh Bharti Services were Lauched 1939 1936 1957 1947 More Competition Braodcasting Started in Madras More Diversification Television Broadcasting Started 1995 1977 1976 1959
OBSERVATION Increase visibility (improve brand image). Increase variety of programs. New technology (sound quality). New anchors (RJ’s). Presentation style of programs. Contemporary (Youthful).
INFERENCES Less than 1% of respondents are aware and listen to Vividhbharati. Preference for other radio stations is mostly because of Quality of songs. Anchors. Kind of programmes. Vividhbharati has got highest rating for their old classical music collection and for the continuity of the songs i.e few advertisements between songs. It has got poor ratings for the latest music collections, quality of anchors and programs and satisfactory rating for quality of songs (sound quality). Only 11 out of 30 respondents want vividhbharati to be operating 24*7. Only 50% respondents are ready to listen to vividhbharati if no alternatives are available. 66% of the respondents feel vividhbharati is old fashioned and needs makeover.