Radio Mirchi India ,Strategy In Fm Business


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Radio Mirchi India ,Strategy In Fm Business

  1. 1. Debashish Brahma.<br />IISWBM, Calcutta.<br /><br />
  2. 2.
  3. 3. The changing face of radio over time<br />Radio – the leader in media<br />No TV <br />Radio - the dead media<br />TV the ruling king, Radio – only Vividh Bharati <br />Public broadcaster<br />Slow songs<br />RJs – Classical - Iconic<br />Amin Sayani…<br />High incidence of speech programming<br />Revival of Radio<br />Advent of FM<br />RJs - Becoming staid<br />Old time music<br />Stuck in the past<br />AIR FM starts with more hip and interactive programming…hit music…request shows…. dedications<br />Advent of Private Channels - 2-3 stations <br />Media Prominence<br />Fresh, new, and dynamic..<br />Music led, speech programming limited to jock-talk and programme formats built in music shows<br />2-3 channels fighting for market share with almost similar programming<br />Radio – The entertainment maestro<br />Private Radio Platform….buzzing with choices…almost 10 in number…fighting for differentiation, yet to go niche<br />The radio market is now virtually unrecognisable from the time when the BBC was dominant<br />Small differences with non-stop music, English music...TV stars as RJs...mood led programming...etc…<br />80’s – early 90’s<br />70’s<br />Late 90’s<br />Early 2000<br />Current<br />
  4. 4. Spontaneous associations with radio<br />Peaceful atmosphere<br />Music<br />Music<br />Entertainment<br />No loneliness<br />Time pass<br />Relaxation<br />Good friend<br />Fun<br />No tension<br />Information<br />Radio Jockeys<br />Good songs<br />Stress buster<br />
  5. 5. Five key Things About Radio Today<br />4. People’s attention slips in and out of the radio<br />3. Listening habits led by time and mood<br />Lively songs during day, slow songs in evening<br />5. Relationship with radio varies by segment <br />1. Music and entertainment are key<br />Students:companion among crowd companion without intruding on space<br />Songs ..for all <br />Radio jockeys <br />Conversation <br />Housewives:companion whilst alone, connection to outside world<br />Information/ traffic updates <br />Dial Ins/ Contests <br />Professionals:background filler with points of engagement<br />Happenings .. youngsters <br />Jokes <br />Tips <br />“”you get to know the traffic update”<br />“You are given current affairs news…what&apos;s happening around Delhi”<br />“They tell you about the weather, where to go in the weekend”<br />2. Radio is hyper-local<br />“you know the songs that are coming on radio…and you sing along with it…but you don’t really hear what the RJs say”<br />
  6. 6. In the background <br />Self + kids<br />Self + hubby<br />Family<br />Self<br />Self<br />Self<br />6 a.m<br />10 a.m<br />1 p.m<br />5 p.m<br />8 p.m<br />10 p.m<br />6 p.m<br />In Back-ground <br />On the road <br />Self <br />(especially if unmarried)<br />On the road <br />Family<br />Out of home activity.<br />6 a.m<br />9 a.m<br />7-8 p.m<br />10 p.m<br />10 a.m<br />College/ friends/ courses<br />In the background <br />Friends<br />Family<br />Self <br />Self <br />Post return <br />On route <br />6 a.m<br />10 a.m<br />2-3 p.m<br />5 p.m<br />10 p.m<br />8 a.m<br />8 p.m<br />How people use radio - weekdays<br />RADIO:<br />Part of daily routine<br />Background, non-intrusive<br />Companion whilst alone<br />Indulgence for self<br />RADIO:<br />Energising, off-set stress<br />Unwinding<br />Fill monotonous journey<br />RADIO:<br />Time pass<br />Private moments<br />Energising, pep<br />
  7. 7. Ad Revenue Landscape<br />
  8. 8. Market Ladder<br />Strong imagery…that of spicy, young and dynamic<br />Well known RJs and programmes…<br />Plays music resonating with young generation<br />Respondents placed stations on a ladder, based on their perception of how successful they are…<br />Growing steadily<br />Playing enjoyable, new music and also fun programming<br />Radio Mirchi<br />Red FM<br />Growing old<br />Popular once upon a time but losing out as not very dynamic<br />Radio City<br />New but fast gaining popularity<br />High awareness<br />Popular among youngsters enjoying high-tempo and English music<br />Hit FM<br />Fever FM<br />Radio One<br />Big FM<br />Not spontaneously recalled…at probed distinctive imagery<br />Very new<br />Name at times not spontaneously evoked..<br />AIR FM<br />Old and boring<br />
  9. 9. BCG Matrix<br />Relative Market Share<br />High<br />Low<br />High <br />Product Sales Growth Rate<br />Low <br />Times Internet Limited,<br />OOH, ABSL 360 Degrees<br />Radio Mirchi,<br />Times Business Solution<br />Mirchi movie ltd<br />Times music, zoom, Times Now<br />World Wide Media,<br />Publishing Division<br />
  10. 10. FM Radio - Evolution<br />2006- 07<br /><ul><li>Completion of Phase –II Licensing
  11. 11. Increased competition
  12. 12. Improving Profitability
  13. 13. Growth in radio spend</li></ul>1999-2005<br /><ul><li>Phase 1 – Licensing
  14. 14. Limited Private Participation
  15. 15. Strict Regulatory Norms</li></ul>Before 1999<br /><ul><li>No privatization
  16. 16. Government Run Radio Channel</li></li></ul><li>Strategic Direction……..<br />Expand our footprint in radio broadcasting<br />– Rapid roll-out of 22 new stations<br />– Explore opportunities in international markets<br />Maintain market leadership in fast growing radio industry<br />– Development of listenership research standards and methodology;<br />larger geographic coverage<br />– Keep investing in brand building and programming innovation<br />– Launch Visual Radio through mobile phones in other cities<br />– Leverage footprint to capture additional income sources<br />– Exploit additional revenue streams like Mirchi Activation<br />
  17. 17. Competitive Strength…<br />Largest operating network and reach among listeners <br />Track record of developing innovative and creative content <br />Proven ability to successfully operate in diverse markets<br />Radio Mirchi brand is widely recognized <br />Strong advertisement sales capabilities <br />High quality studio and transmission equipment <br />
  18. 18. Operation<br />
  19. 19. Growth Drivers<br /><ul><li>GDP Growth rate of 8.7%,
  20. 20. Ad spend growth – 20%
  21. 21. Young nation with</li></ul>Higher spending Power<br /><ul><li>Largest workforce in</li></ul>The world<br />RADIO MIRCHI<br /><ul><li>Untapped rural market</li></ul>Foreign Investment<br />
  22. 22. SWOT Analysis on Radio Mirchi<br />Strength<br />Weakness<br /><ul><li>Presence in major cities
  23. 23. No subscription revenues in radio
  24. 24. Lack of differentiation between different FM radio stations
  25. 25. High listenership
  26. 26. High music royalties
  27. 27. Capital intensive business</li></ul>Opportunity<br />Threats<br /><ul><li>Benefit from the robust growth </li></ul>in the FM radio industry<br /><ul><li>Intense competition in the radio </li></ul>business<br /><ul><li>Loss of listenership in radio business</li></li></ul><li>Conclusion FM market – 5 things to take away<br />. <br />FM radio programming is based on fun and entertainment, with all programes centered around music<br />2. Radio listening is mood led, and people tend to stick to a certain time of listening which fits in with their lifestyle<br />3. Few RJs have resonated with listeners, but those most successful have developed a strong relationship with the listeners as empathetic, friendlyandperson-nextdoor with persona as fun, lively, youthful, smartandcool<br />4. Other than the government owned channel (AIR) which is associated with being boring and old, all other channels are fighting in the same space with little differentiation – Mirchi is currently top.<br />5. FM has changed the market and radio is now unrecognizablefrom the old time<br />