super final report on radio

8/11/2019 Super Final Report on RADIO

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RADIOMARKETING RESEARCH ASSIGNMENT

SUBMITTED BY

ADITI MAHAJAN 13BSP0037

SHILPI AGGARWAL 13BSP1466

MADHVI SHARMA 13BSP0381

MANISH YADAV 13BSP0392

SAHIL SETHI 13BSP0680


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Table of ContentsExecutive Summary ....................................................................................................................................... 3

Introduction .................................................................................................................................................. 4

Objective ....................................................................................................................................................... 6

Methodology ................................................................................................................................................. 6

Survey............................................................................................................................................................ 7

Conclusion ................................................................................................................................................... 15

Suggestions ................................................................................................................................................. 16


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Executive SummaryRadio is entirely a medium of sound, which evokes sensations and visual images which brings the

listeners imagination into play.

One can see that although radio is an excellent medium it has been used to its full potential and various

efforts should be taken to improve it as with proper direction radio can reach heights as it is the

cheapest and a very good medium.

This research is conducted in accordance with insights gained from secondary research and In-depth

interview conducted over several individuals between the age group of 14-60 . Secondary Research wasconducted in response to the marketing research reports available on internet and the newspaper

articles and also from various websites on media.

Through the in-depth interview we gained a complete understanding of different demography and their

behavior and also helped in generating our questionnaire. People are more towards listening to variety

in music and are not much concerned about the advertisements.

With the view to understand the popularity and listenership of FM radio channels in Delhi/NCR , this

survey has been carried out. The prime focus or target of this survey has mainly been youngsters,

working professionals and housewives in the middle income segment .

From among a population of several a sample size of 40 has been selected using simple random

judgmental sampling.

This survey has been done to understand the mentality of the people which has an effect on lot of

factors. This study is an effort to know about the impact and popularity that the upcoming and existing

Radio channels have made on the minds of the people of Delhi/NCR . So in brief, the aim of this study is

to provide an insight of the listeners mind regarding FM Radio channels in Delhi/NCR .

This study has been conducted using questionnaires (a sample has been attached in the rear). We are

studying the radio channels operating in Delhi/NCR and the perception of the listeners regarding these

channels. The answer to these questions helped in generating conclusions about the ways in which

listenership can be increased and how to keep people connected to a particular radio station. The

answer to these questions were analyzed by preparing pie charts on Excel sheet and analyzing the

results to obtain our final conclusions on how effective the Radio is and how it can be increased and

how different age groups can be associated with the same.


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Introduction

The history of radios dates back to the year 1923 when the Radio Club of Bombay started broadcasting

programs in India. AIR (All India Radio) launched its first FM service from Madras to offer a wide range of

audio programs to listeners with improved content and broadcast quality. Till 1999, Indias FM radio

market was governed by AIR. However, with Phase-I auction policy in the same year, the market opened

its realms for private FM radio companies. The policy met limited success with the launch of only 21channels that were allotted under this policy. These channels are still operational across 12 cities in

India. Later in 2005, the launch of Phase-II auction policy fuelled private FM radio channels in the

country under which the government allocated licenses for 245 channels. However, with the upcoming

PhaseIII auctions the more new licenses are expected to be allocated which would further drive the

market for FM Radio Stations in India.

Secondary research was done to understand the Industry and also to help in framing a structural

schedule and understanding the profile of customers.

Key Players

The key players operating the FM Radio Stations in India are Adlabs, South Asia, ENIL, Radio City and

Dainik Bhaskar.

Profit Margin

In an article by Economic Times in August 2014 Entertainment Network India Limited(ENIL), which

operates the FM radio channel Radio Mirchi, has reported a 22 per cent higher net profit for the quarter

ended June 30 at Rs 24.3 crore, compared with Rs 19.9 crore a year ago. Revenues grew 9.4 per cent at

Rs 93.3 crore and Ebitda was Rs 34.9 crore, up 16.7 per cent.

Listnership

A study condcted by IMRB in the Year 2003 has shown that the frequency of listening to the radio as

well as the number of radio listeners had increased over the previous past two years. Delhi registered

the highest growth rates in terms of new listeners at 35%. The percentage of heavy listeners also

increased from 11% prior to the entry of private FM players to 63% after their entry. In Kolkata, the

percentage of radio listeners increased from 20% to 75%, and the percentage of heavy listenership

increased from 5% to 19%.

Audience

Listenership of Radio as indicated by Indian Listenership Track (ILT) survey is highest among younger

audience (15-29) and the Sec A Audiences. The research indicates that 70% of SEC A ( Higher Economic

Section) audience listens to radio everyday. This is the audience sought by most advertisers.


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Partnership Programmes

The AFaq news beureu on Aug 25 2014 has come up with the news that Sony Entertainment Television

has tied up with Radio Mirchi for an on-air 'Kaun Banega Crorepati' contest. Called 'Kaun Banega

Lakhpati', the contest will run in several cities across India. The objective is to bring the fans closer to the

show through a different medium.

Future Aspects

According to India FM Radio Industry Forecast & Opportunities, 2019, the industry is expected to

witness double digit growth during 2014-19. Increasing number of FM radio listeners coupled with the

growing expenditure on advertisement campaigns by real-estate, pharmaceutical, education, healthcare

sectors, etc., are resulting in strong growth of the FM radio industry. The upcoming phase-3 auction is

also expected to spur the market for radio in the country as radio station operators would expand and

enter further in Tier-2 and Tier-3 cities. The launch and implementation of this policy would provide the

country with 839 radio channel licenses across 227 new cities in addition to existing cities. Driven by

these factors, India FM radio industry is forecast to touch USD656.33 million by 2019. Having a large

base of FM radio listeners, Delhi NCR and Maharashtra are the leading markets for FM radio in thecountry. Leading companies operating in Indias FM radio market include Prasar Bharati, Entertainment

Network (India) Limited, Sun TV Network Limited, Reliance Broadcast Network Limited, Music Broadcast

Private Limited and D.B Corp Ltd. India FM Radio Industry Forecast & Opportunities, 2019 discusses

the following aspects of FM Radio industry in India.

News and Business

News is not permitted on private FM. Nationally, many of the current FM players, including theTimes of

India,Hindustan Times,Mid-Day, andBBC are essentially newspaper chains or media, and they are

making a strong pitch for news on FM. Private FM stations are allowed to rebroadcast news from All

India Radio, as long as they do so without any changes or additions. The Supreme Court of India on 17

October 2013 issued apublic interest litigation to the Centre requesting that the rules should be

changed to allow FM stations to broadcast news reports.
http://en.wikipedia.org/wiki/Times_of_Indiahttp://en.wikipedia.org/wiki/Times_of_Indiahttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Mid-Dayhttp://en.wikipedia.org/wiki/BBChttp://en.wikipedia.org/wiki/Public_interest_litigationhttp://en.wikipedia.org/wiki/Public_interest_litigationhttp://en.wikipedia.org/wiki/BBChttp://en.wikipedia.org/wiki/Mid-Dayhttp://en.wikipedia.org/wiki/Hindustan_Timeshttp://en.wikipedia.org/wiki/Times_of_Indiahttp://en.wikipedia.org/wiki/Times_of_India


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Objective

1.

To understand the FM listening habits of people in India.

2.

To determine the time and place preferred by the respondents to listen to Radio FM.

3.

To find out the most liked Fm station among listeners.

4.

To determine the preferred kind of songs, by the respondents.

5.

Impact of RJ and the shows on the life of people

6.

Effect of Advertisements on the listenership

7.

Preferred advertisement

8.

Increasing the listenership of Radio

Methodology

Scope of this project is to understand the listenership and increasing the listenership of FM Radio. The

research is Descriptive in Nature. The Research is carried out in Delhi-NCR only. Secondary research was

done to get a profile of the customers and also in guiding in formation of the questionnaire. The sample

size include a sample of 40 listeners of FM Radio. In order to develop the questionnaire for our primary

research we first conducted in-depth Interviews of 10 people of age groups between 14-60 years. The

Scales used for our study are nominal and interval scale. Sampling technique used is Random sampling.

We have divided our sample into various SEC( Socio Economic Classification) in order to keep each and

every section and also to understand the habits of the listeners in various sections of society so that the

listenership can be increased for particular SECs.

The Variables are

Dependent Variables:

Listenership

Independent Variables:

Time Spent

Radio Jockey

Content

Music

Advertisement

Medium

Degree of Advertisement


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Survey

EDUCATION

Illiterate 1

Literate but no Schooling 1

Upto 4 Years of School 0

5-9 Years of School 3

10th - 12th Class 4

Under Graduate 6

Graduate 16

Post Graduate 9

AGE

10 -18 yrs 4

19-30 yrs 21

31-45 yrs 9

46 - 60 yrs 6

Socio Economic Classification

A1 8

A2 13

B1 4

B2 5

C 4

D 1

E1 2

E2 0

*3 did not respond properly about the occupation of main earner of family.


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The First question was asked to understand the general habits of the people during the time when

they are idle or are not engaged in any work.

The results showed that Music is the most preferred option with 31% of people choosing it as an option

of passing their time and 13% choose radio as an option for listening Radio and about 16% choosereading a book.

The next question was asked on the medium used by the people who listen to music. This was to see

how much radio the people are liking.

The results showed that maximum people these days are using Cell phone with about 41% whereastelevision and laptops Stand at the same level of 16% and Radio has a listenership of about 17%.

Do Exercise, 11%Play a Board Game,

3%

Go Shopping, 10%

Listen Radio, 13%

Read a book, 16%

Listen music, 31%

Party, 10%

Others, 6%

FREE TIME HOBBY

Radio 17%

Online Radio 2%

Mp3 Player 8%

Television 16%Cellphone 41%

Laptops 16%

Others 0% Medium


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In case Radio is not chosen as the option then in order to motivate people to listen to the radio we

would do the changes.

So the Interpretation for the same were that 37% said that too many advertisement made them stay

away from opting radio and about 19% do not find the variety of music they demand for and 16%

preferring own music player.

The next question is based on the understanding of time and place where they are listening to radio

The results showed that maximum people listen to radio while travelling with 37% of sample choosing it

and 16% watch it during evening time and 13% opt for it when there is no electricity.

The average time spent by people on radio everyday is calculated on Interval Scale.

Too many

Advertisemnets

37%

Not Enough

music is

played

I find it hard to find a

radio station with

music that I like

19%

I prefer to listen to my

own music player

16%

The music selection is

not very good at times

13%

Advertisements are not

relevant to me

6%

Breakfast

8%

While Travelling

37%

At work/Household

Work

3%

During

breaks at

work

10%

During Exercise

8%

Evening

16%

Before Bed

5%

When there is no

electricity

13%


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The next question was asked On average how long do you listen to the radio every day ?

The results were analyzed

So the Interpretation for the same were that 54% said 30 hr1hr 30 minutes , 41% said less than 30

minutes , 5% said 1hr 30 minutes 3 hrs and 0% said 3 5 hrs and 0% said more than 5hrs

It made them connect from radio between less than 30 minutes and 30hr1hr30 Minutes.

The next question is based on the understanding Why do you listen to radio?

So the Interpretation for the same were that 32% said to overcome boredom and relieve tension ,32%

said to relax during working hours , 14% said to get to know about latest movies and songs , 14% said tolift up my mood when lonely , 8 % said to listen to my favorite RJs voice and 0% said to reduce my

expenditure on cassette or CD.

It means many persons want to listen radio due to overcome boredom and relieve tension and to relax

working hours.

Less than 30

minutes

41%30 minutes - 1hr 30

minutes

54%

1hr 30 minutes - 3

hrs5%

3-5 hrs

0%

More than 5 hrs

0%

To relax during workinghours

32%

To overcome bored

and relieve tensio

32%

To get to know about

latest movies and songs

14%

To listen to my favourite

RJs voice8%

To lift up my mood

when lonely

14%

To reduce my

expenditure on cassette

or CD

0%


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The next question is based on the understanding which Radio stations do you listen to?

So the Interpretation for the same were that 17% said Radio Mirchi , 16% said Fever 104 , 16 % said Red

Fm , 11% said Big FM 92.7 , 10% said Hit 95.0 , 8% said Radio City and all other fm channel 0% listeners.

It means the most people listen Radio Mirchi, Fever 104 and Red Fm.

What is the best thing about RJs that makes you stick to the particular radio show?

Interpretation for the same: 14% respondents stick to the particular show because of the humor content

in it. 2% due to emotional connect.4% because it provides knowledge.14% because it is a source of

entertainment. 7 % because it includes interactive communication. And 2% due to some other reasons.

Radio

City, 5,

8%

Radio Mirchi, 11, 17%

Fever 104 , 10, 16%

Big Fm

92.7, 7,

11%

Hit 95, 6,

10%Radio One 94.3, 2, 3%

Red Fm 93.5, 10,

16%

Radio Today 104.8, 4,

6%

Fm Gold 106.4, 3, 5%

No paricular selection,

5, 8%

Humour

32%

Emotions

5%

Knowledge

9%

Entertainment33%

Interactive/Communi

cative

16%

Other

5%


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Content Specification of people is calculated by the reason behind watching particular radio station

Interpretation for the same is

1% listen the radio for solving their problem. 2% for game shows.1% for advertisement.2%for ladies

oriented programme.20% for genre of music.4% for traffic udates.3% for news update and 8% because

of RJ

Genre of Music preferred by people

The Interpretation is:

2% prefer pop music. 23% prefer bollywood music. 3% pefer tarns music.11% prefer old songs. 5%

prefer ghazals. 7% prefer romantic songs. 1% prefer rap songs. 4% prefer Punjabi songs

Degree of Participation in the radio programs

Interpretation for the same is :

87% of the respondents has never participated in the any of the programmes that has ever aired on the

radio while 13% has participated.

Problem Solving

2%

Game Shows

5%

Genre of music

49%

Advertisement

2%

Ladies Oriented

Programme

5%

Traffic Update

10%

News Update

7%

RJ

20%

Yes

13%

No

87%


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If yes then what are the kind of programs that have more participation than others?

The Interpretation for this is: 2% of respondents have participated in traffic updates. 2 % of the

respondents have participated in game shows. 2 % of respondents have participated in dedicating a

song to someone and 1% of respondents have participated in discussing relationship issues.

Impact of advertisement on the radio station

Interpretation- 40% of the people thinks that advertisement spoils their mood by breaking the flow of

music, they dont like advertisement on radio at all. 34% of the people dont bother about

advertisement and 26% of people dont mind advertisement as long as it target their profile.

Traffic

Update

28%

Game Shows

29%

Dedicated

Songs

29%

Relationship

Issues

14%

I do not mind

advertising in

general

34%

I do not mind

advertising as

long as it

targets my

profile

(age,gender,lik

es)

26%

There is

nothing I like

about

advertising

40%


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Maximum frequency of type of advertisement on radio

Interpretation- About 20% and 17% of respondents says that the found mostly real estate and

educational advertisement like aamatra project, gulshan homz advertisement and iimt university, amity

university etc. only 2% of respondent believes that they find banking advertisement.

We use nominal scale to determine whether the advertisement on the radio could able to make place

on human mind or not

Interpretation- 51% of respondent says that they remember advertisement of radio and 49% of

respondent says that they dont remember any advertisement as they pays hardly any attention over

these advertisements.

Real Estate

20%

Educational

17%

Matrimonial

4%FMCG Goods

4%

Bank

2%

Events

11%

Restaurants/Entertai

nment

15%

Website Ads

5%

Health

related/Medical

13%

Automobile

9%

No

49%Yes

51%

Do you remember any advertisement on

Radio ?


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Conclusion

During our research we tried to ask questions so that we could understand on how the people are

expecting from the radio stations and what all needs to be done in order to increase the listenership.

Our Variables chosen like the amount of time spent has a huge impact on the radio been chosen. So

people are more engaged at the time of travelling. The next Variable is the medium being chosen by the

people for listening to music and the analysis shows that as the technology is growing people are opting

more towards the use of cell phones or their Smartphone as almost everyone has a handset that plays

music.

Most of the respondents are of age between 18-50 years and most of all listen to radio almost everyday.

A Radio Jockey also plays a very significant role as it keeps people engaged while listening to radio. The

RJ also affects the type of Radio Channel being chosen and however a person. If a Radio Jockey has the

ability to make its people engaged by the kind of interaction he is carrying out with the listeners. Also if

people find an emotional connect with them so that they can feel relaxed while listening to such radio

stations.

During our research we tried to ask questions so that we could understand on how the people areexpecting from the radio stations and what all needs to be done in order to increase the listenership.

Our Variables chosen like the content has a huge impact on the radio been chosen. So people are more

engaged at the time when content of FM Radio is Right which type of content listeners wants when

content will not good then listeners will not want to listen that type of radio channel. So content is the

most important part for radio.

Music is what people are listening to radio for t=and they are looking for variety in Genre and the songs

being played. Repetition of songs make people disconnected from that station and people start

switching so it is better to vary in terms of songs played like of different periods. As there are usually

same songs being repeated again and again causing boredom with the songs.

Advertisement is the essential part of the radio. As it is one of the way through which a radio can earn

revenue. From the survey that was conducted earlier it was concluded that most of the people are not

really interested in listening to the advertisement that are being aired on the radio. They have to listen

to it because they have no other option left. People who listen to the ads are generally those who are

looking for something so they will concentrate on the particular ad of their interest like a business men

would listen to real estate ads so that they can explore investment options. To increase the leadership

the radio stations should maintain a balance between the advertisement and the music they aired so

that people dont get bored of advertisement and also switching of stations would also be reduced

moreover there should also be some update about the regional news/events.

Degree of participation in radio programs was found to be very less,

Therefore present participative programs do not impact much but to an extent it just provides an

interactive support to radio jockey as well radio. Moreover, some innovative programs could impact the

level of participation, which are directed towards customer benefit.


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Suggestions

In order to increase the listenership more youth should be engaged in the programs.

The RJ should talk more interestingly to the people and the voice should be such so as to

attract people.

News and other educational items should also be aired.

More Songs should be played rather than the advertisements.

More shows on the participation should be done. Also the people are not even aware much about online Radio and so it should also be

promoted well

Humor has turned to vulgarity in the bakra shows

super final report on radio

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