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.

Competitors

FM broadcasting companiesTimes Group – Radio MirchiADLABS (Anil Dhirubai Ambani Group) – Big

FMMid-Day – Radio One, Go FMSun Network – Suryan FM, S FM, Sun FMAll India Radio (AIR) – FM Rainbow, FM GoldStar Network – Radio City

Vividh Bharti – A Brief History

The popular Vividh Bharati Service of All India Radio was conceptualized to combat 'Radio Ceylon' in 1957.

Some of the old popular programmes of Vividh Bharati are 'SANGEET SARITA', 'BHULE BISRE GEET', 'HAWA MAHAL', 'JAIMALA‘.

Timeline Of Events

193

9

193

6

192

7

192

6

192

3

199

5

197

7

197

6

195

9

193

0

195

7

194

7

British India started with Programmes

India Broadcasting company

Bombay,Calcutta station was Inaugurated

Company went to Liquidation

ISBS Renamed All India Radio

A Total of only Six Radio Stations

External Service Started

Vividh Bharti Services were Lauched

More Competition

Braodcasting Started in Madras

More Diversification

Television Broadcasting Started

SWOT AnalysisWEAKNESSES

Failure to connect with the youth due to old format

Air time of 15-18 hours a dayOffers very less variety of

programFragmented audience

OPPORTUNITIESGrowing popularity

Low chargesDevelopment and advancement in

radio broadcasting technology

Internet radioInternational market

Use of digital technology

THREATSPrivate Radio Players

iPod, WalkmanHigh Music Royalties

Govt Policies

Phase 1:- The Phase I policy for

the privatizatio

n of FM radio had

a very high fixed license fee structure with an annual

escalation of 15%.

Phase 2A revenue

sharing formula

was introduced whereby

radio companies had to pay

a fixed annual

license fee of 4% of

gross revenues or 10% of

the reserve OTEF

Phase 3The

Government will open

up as many as 700

channels in the Phase III .This phase will witness

licenses being

awarded in smaller

towns. This could result

in radio getting a

larger share of the

advertising spends.

Graphical Representation of the Data Collected

Sample Size : 30

AGE DISTRIBUTION

0-15 15-30 30-45 45+

5

15

7

3

AGE DISTRIBUTIONAGE Total Number

0-15 5

15-30 15

30-45 7

45+ 3

TOTAL 30

GENDER DISTRIBUTION

60%

40%

GENDER DISTRIBUTION

MALES FEMALESGENDER NUMBER

MALES 18

FEMALES 12

TOTAL 30

Radio Station Preference

radio city radio mirchi

vividh bharati

others

9

16

1

4

RADIO STATION PREF-ERENCERadio Provider Number

Radio city 9

Radio mirchi 16

Vividh bharati 1

Others 4

Why do you prefer to listen to a Radio

7

3

6

4

10

PREFERENCE Reason Number

RJ 7Less no. advertisements 3

Programs 6

Youthful 4

Quality of songs 10

Total 30

RATINGPARAMETERS

VERY GOOD GOOD SATISFACTORY POOR TOTAL

QUALITY OF SONGS 2 3 20 5 30

LATEST MUSIC 0 1 6 23 30

OLD CLASSIC MUSIC 25 3 2 0 30

QUALITY OF ANCHORS 0 0 2 28 30

PROGRAMS 0 4 3 23 30

GAP BETWEEN SONGS 18 5 3 4 30

QUALITY OF SONGS LATEST MUSIC OLD CLASSIC MUSIC QUALITY OF ANCHORS

PROGRAMS GAP BETWEEN SONGS

20

25

0 0

18

31

3

0

4 5

20

6

2 2 3 35

23

0

28

23

4

CONSUMER RATING VERY GOOD GOOD SATISFACTORY POOR

Broadcasting Be 24 x 7

Yes NO May be

1112

7

Vividh Bharti Broadcast

ANSWER Number

Yes 11

NO 12

May be 7

Listening if Vividh Bharti is the only Radio Station Available

Yes NO May be

15

10

5

Listen Vividh Bharti

Answer Number

Yes 15

NO 10

May be 5

Is the Makeover Needed

YES NO MAYBE

20

64

Vividh Bharti Makeover

Answer Number

YES 20

NO 6

MAYBE 4

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 Vividh bharati. Preference for other radio stations is mostly because of

Quality of songs. Anchors. Kind of programmes.

Vividh bharati 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 vividh bharati to be operating 24*7. Only 50% respondents are ready to listen to vividh bharati if no

alternatives are available. 66% of the respondents feel vividh bharati is old fashioned and needs

makeover.

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