1. Debashish Brahma. IISWBM, Calcutta. http://debashishbramha.blogspot.com

3. The changing face of radio over time Radio – the leader in media No TV Radio - the dead media TV the ruling king, Radio – only Vividh Bharati Public broadcaster Slow songs RJs – Classical - Iconic Amin Sayani… High incidence of speech programming Revival of Radio Advent of FM RJs - Becoming staid Old time music Stuck in the past AIR FM starts with more hip and interactive programming…hit music…request shows…. dedications Advent of Private Channels - 2-3 stations Media Prominence 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 Radio – The entertainment maestro Private Radio Platform….buzzing with choices…almost 10 in number…fighting for differentiation, yet to go niche The radio market is now virtually unrecognisable from the time when the BBC was dominant Small differences with non-stop music, English music...TV stars as RJs...mood led programming...etc… 80’s – early 90’s 70’s Late 90’s Early 2000 Current

4. Spontaneous associations with radio Peaceful atmosphere Music Music Entertainment No loneliness Time pass Relaxation Good friend Fun No tension Information Radio Jockeys Good songs Stress buster

5. Five key Things About Radio Today 4. People’s attention slips in and out of the radio 3. Listening habits led by time and mood Lively songs during day, slow songs in evening 5. Relationship with radio varies by segment 1. Music and entertainment are key Students:companion among crowd companion without intruding on space Songs ..for all Radio jockeys Conversation Housewives:companion whilst alone, connection to outside world Information/ traffic updates Dial Ins/ Contests Professionals:background filler with points of engagement Happenings .. youngsters Jokes Tips “”you get to know the traffic update” “You are given current affairs news…what's happening around Delhi” “They tell you about the weather, where to go in the weekend” 2. Radio is hyper-local “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”

6. In the background Self + kids Self + hubby Family Self Self Self 6 a.m 10 a.m 1 p.m 5 p.m 8 p.m 10 p.m 6 p.m In Back-ground On the road Self (especially if unmarried) On the road Family Out of home activity. 6 a.m 9 a.m 7-8 p.m 10 p.m 10 a.m College/ friends/ courses In the background Friends Family Self Self Post return On route 6 a.m 10 a.m 2-3 p.m 5 p.m 10 p.m 8 a.m 8 p.m How people use radio - weekdays RADIO: Part of daily routine Background, non-intrusive Companion whilst alone Indulgence for self RADIO: Energising, off-set stress Unwinding Fill monotonous journey RADIO: Time pass Private moments Energising, pep

7. Ad Revenue Landscape

8. Market Ladder Strong imagery…that of spicy, young and dynamic Well known RJs and programmes… Plays music resonating with young generation Respondents placed stations on a ladder, based on their perception of how successful they are… Growing steadily Playing enjoyable, new music and also fun programming Radio Mirchi Red FM Growing old Popular once upon a time but losing out as not very dynamic Radio City New but fast gaining popularity High awareness Popular among youngsters enjoying high-tempo and English music Hit FM Fever FM Radio One Big FM Not spontaneously recalled…at probed level..no distinctive imagery Very new Name at times not spontaneously evoked.. AIR FM Old and boring

9. BCG Matrix Relative Market Share High Low High Product Sales Growth Rate Low Times Internet Limited, OOH, ABSL 360 Degrees Radio Mirchi, Times Business Solution Mirchi movie ltd Times music, zoom, Times Now World Wide Media, Publishing Division

11. Increased competition

12. Improving Profitability

14. Limited Private Participation

17. Competitive Strength… Largest operating network and reach among listeners Track record of developing innovative and creative content Proven ability to successfully operate in diverse markets Radio Mirchi brand is widely recognized Strong advertisement sales capabilities High quality studio and transmission equipment

18. Operation

20. Ad spend growth – 20%

23. No subscription revenues in radio

24. Lack of differentiation between different FM radio stations

25. High listenership

26. High music royalties