SIP On Listener Acceptance RED FM

South Asia FM Ltd., Swagat Palace, Plot No.
45, Unit-4, Mouza-Bhoumanagar, Bhubaneswar-01
CERTIFICATE OF TRAINING
This is to certify that RAJNIKANT BILUNG bearing registration number 26306CT10019 is a bonafide student of KUSHAGRA INSTITUTE OF INFORMATION AND MANAGEMENT SCIENCE, BHUBANESWAR. He has prepared the project report on FM LISTENERSHIP SURVEY & RADIO AS ADVERTISING MEDIUM under my guidance for the partial fulfillment of the BBA degree for the year 2012-2013. He has worked sincerely and it is an original one to the best of my knowledge. We wish him all the best for his future endeavors.
SATYA SOBHAN PATTNAIK Station Head, South Asia FM Ltd. Bhubaneswar.
Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science
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ACKNOWLEDGEMENT
Co-operation and support are the two major factors that helped me in the successful completion of this project. At the outset, I would like to express my deep sense of gratitude to my project guide Mr. Satya Sobhan Patnaik (Station Head, 93.5 RED FM Bhubaneswar) for having given me this wonderful opportunity to perform my summer internship in the organization. His constant inspiration and excellent guidance helped me carry out the project in a systematic way and complete the same within time. I would also like to thank and acknowledge Mr. Sudipto Bose (Producer & RJ 93.5 RED FM) who in spite of his busy schedule co-operated whole heartedly during the study. If it wasnt for the significant data supplied by him, and h is valuable opinions, this study would not have been the light of the day. Last, but not the least, I would like to express my heartiest thanks to Mrs. Amantrita Samal (HR, Admin), Ms. Sonali Mohapatra (Sales Executive) & all the employees of 93.5 RED FM for their valuable time, co-operation and moral boost up in carrying out this project.
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DECLARATION
I, Mr. Rajnikant Bilung, a student of Kushagra Institute of Information & Management Science, Bhubaneswar, hereby declare that this project report titled FM LISTENERSHIP SURVEY & RADIO AS ADVERTISING MEDIUM has been prepared by me and that it has not previously formed the basis for the award of any diploma or degree in any other business school or university. The findings and conclusions of this report are based on my study and experience during the two month summer internship from April 15th, 2012 to June 13th, 2012.
RAJNIKANT BILUNG Registration No. 26306CT10019 BBA 2010-2013 Kushagra Institute of Information and Management Science (KIIMS) Pira Bazar, NH-05, Infront of Sadar PS, Cuttack 753 011, ODISHA, India Ph.: (0671) 2686887, (M) +91 9437163942 www.kiims.org.in
DATE: PLACE: BHUBANESWAR
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CONTENTS
UNIT
1
SUBJECT INDIAN RADIO INDUSTRY

Brief History of Radio Broadcasting in India Privatization of FM Radio in India Industry Size
PAGE NO.
5
2 3 4 5 6
ROLE OF FM RADIO AS AN ADVERTISING MEDIUM RADIO CHARACTERISTICS ADVANTAGES OF FM RADIO ADVERTISEMENT

Advertising Growth Drivers
6 7 9 11 12
MARKETING ASPECTS OF FM RADIO (4 Ps) COMPANY PROFILE

SUN TV Network FM Radio Networks of SUN TV
SUPERHITS 93.5 RED FM

Objectives of RED FM RED FM in Bhubaneswar Reach of RED FM in ODISHA USP & Competitive Advantages of RED FM Voice of the station Show details
13
8 9 10 11
SALES PROCESS FOLLOWED IN RED FM

Some of the clients of RED FM
19 22 23 23
STRUCTURE OF RED FM BBSR TRANSMISSION OF VOICE OTHER FM PLAYERS IN BBSR

92.7 BIG FM 104 RADIO CHOCOLATE
12
FM LISTENERSHIP SURVEY
Research Objectives Research Design Sample Questionnaire Form Break-ups Data Collection Methods Graph Analysis & Inference Overall Analysis of the Research Recommendations Learning
26
13
BIBLIOGRAPHY
67
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INDIAN RADIO INDUSTRY

BRIEF HISTORY OF RADIO BROADCASTING IN INDIA 1935 1977 1993 1999 2001 2005 Radio Broadcasting begins with AIR First FM service in Madras AIR sells time slots for private FM radio broadcasting in five cities Privatization of FM-Phase I policy Licenses given to private radio broadcasters Announcement of phase II policy of privatization of FM
PRIVATIZATION OF FM RADIO IN INDIA Internationally, FM radio broadcasting is the preferred mode of radio transmission due to its high quality stereophonic sound.
In March 2000, the Govt. invited private sector into FM radio broadcasting by opening up the frequencies in the FM band (87.5-108 MHz). In this phase I policy of FM radio privatization, private operators were invited to bid for a 10-year license to set up 108 FM radio frequencies across 40 cities. 101 bids were received, aggregating to a license fee of approximately Rs.4.25 billion. [Source: FICCI Ernst & Young Report, 2004]. The unusually high license fee structure and year-on-year annual escalations of 15% hampered the FM radio growth.
The Govt.s Tenth Plan stipulates that private operations are to be encouraged to provide FM radio services in metros and small cities. They recently announced Phase II of the privatization of FM radio. A total of 338 channels in 91 cities across the country would be made available for bidding by private companies.
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INDUSTRY SIZE The radio Industry revenues for fiscal 2005 are estimated at Rs. 3.22 Billion, and are expected to grow by 14.3% to Rs. 3.68 billion by fiscal 2006. (source: Central Statistical Organisation, Advertising Expenditure Forecast, October 2004, Zenith Optimedi a.). The state broadcaster- All India Radio (AIR)- contributed 55% of the industry revenues in 2004, which has decreased from 100% in 2001. (Source: Indian Entertainment IndustryAn Unfolding Opportunity, FICCI-PWC Report, March 2005)
Year Revenues ( Rs. In Billion) 2000 1.76 2001 2.22 2002 2.57 2003 2.80 2004 2.92 2005 3.22 2006 3.68 Source: Advertising Expenditure Forecasts, October 2004 by Zenith Optimedia
ROLE OF FM AS AN ADVERTISING MEDIUM

Basically radio plays the role of a supporting advertising medium. Radio helps in increasing the advertisements impact when provided along with the television and print medium. Radio is observed to be a reminder of the advertisement, as it keeps reminding the listener about the advertisement.
In India there has been an increase in the penetration of radio listening over the last 4-5 years mainly due to the popularity of FM radio stations. Radio listening is expected to increase significantly over the coming years as the 2nd phase of privatization of radio broadcasting is under implementation with 392 new FM-radio stations scheduled to come up across 91 cities in India.
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Since the private FM-radio stations are not permitted by the govt. to air news, all the programs aired by the channels are about music and entertainment. With the increasing number of radio stations, advertisers will have a greater flexibility to choose specific channels to advertise on, based on the programming content and the target audience listening to the programs.
As we all know that FM-radio has proved to be a very effective way of communication, entertainment & advertisement. FM-radio is an evolved form of radio, which has somewhat forgotten by the people, due to many reasons. Some of which are as follows: 1. Introduction of television 2. Television proved to be a better medium than radio 3. Radio had a low reach and clarity.. etc..
But with the introduction of FM-radio some of the disadvantages of conventional radio. This resulted in a greater acceptance by the people. Now a days more and more people are joining the FM-radio revolution. This has led to the increase of listenership by a greater amount.
RADIO CHARACTERISTICS
COST EFFECTIVE MEDIUM TO ADVERTISER Radio offers reach, frequency, impact and economical advertising solutions for advertisers. Radio Advertising rates are low on cost-per-thousand basis as compared to other media.
EXCELLENT COMPLEMENTARY MEDIUM Radio forms an excellent complementary medium to television and print. It can extend the reach of a campaign, focus delivery, and enhance or reinforce a message.
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INTERACTIVE MEDIUM Radio speaks to its audience in a highly personal manner. Listeners build a relationship with their local radio personalities a rich resource into which the community can tap.
LOW CONTENT COSTS Unlike television, radio does not require any commissioned original content. Most of the content on radio is live. The biggest content- music- requires a royalty which is payable to the relevant societies viz. Phonographic Performance Limited (PPL) and Indian Performing Rights Society (IPRS) and certain music companies.
PRIME TIME DIFFERS FROM TELEVISION The prime time for radio listenership differs from prime time television viewing. Radio listenership peaks in the morning, afternoon and late night time slots, while television viewership reaches its peak during the night slot.
DELIVERS RELEVANT AUDIENCE Listenership of radio as indicated by the Indian Listenership Track (ILT) survey is the highest as a percentage among the younger audiences (15-29) and the SEC A audiences. The research indicates that almost 70% of SEC A audiences listens to radio everyday. This is the audience most sought by advertisers.
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ADVANTAGES OF FM-RADIO ADVERTISEMENT
Advertisers use various forms of advertisement medium like television, print and radio. All the mediums have different roles to play as they have different degree of reach, frequency and impact. The advantages of FM-radio advertisement are as follows: 1. It is significantly cheaper to produce an advertisement 2. It is very much cheaper than television advertising 3. Acts as a reminder and supporting advertisement medium 4. Used by masses, has high geographic and demographic selectivity 5. Advertisements on FM radio can be presented in a very creative way to attract the attention of the target audience
ADVERTISING GROWTH DRIVERS
1. NETWORK EXPANSION After Implementation of phase II policy of FM radio privatization, private sector FM radio is likely to be available in many more cities and will enable advertisers to reach out to a larger consumer base, using radio as a medium. This could result in radio getting a larger share of the advertising spends.
2. AVAILABILITY OF LISTENERSHIP DATA As radio expands, the availability of organized research providing segmented data on audience listenership is likely to increase advertisers comfort with the medium.
3. RATIONALIZATION OF LICENSE FEES The shift from a fixed license fee to the revenue share model in Phase II policy of private FM broadcasting is expected to result in more viable radio business models and thus drive growth for the FM radio broadcasting industry.
Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science Page 9
4. LOCAL ADVERTISING Globally, the local retail segment constitutes a large part of radios advertisin g income. As per the CII-KPMG report, while local advertising contributes 70% of radio revenues in the United States of America, in India, the share of local advertising is only about 8% of radio revenues. Ideally a localized medium like radio can be effectively used for local level promotions and region-specific advertising campaigns, apart from being bundled as part of cross-media promotion strategies. This would make the medium more attractive for a large number of local advertisers, rather than being dependent on a concentrated set of national advertisers. 5. OTHER OPPORTUNITIES New opportunities in the radio business may arise from technological changes and other regulatory changes.
6. NEW OPPORTUNITIES THROUGH REGULATORY CHANGES These could include privatization of AM, expansion of FM beyond the 338 stations envisaged in phase II policy, multiple frequencies for same player in one city as well as opportunities in international markets.
7. CONTINUOUSLY INVEST IN BRAND BUILDING AND PROGRAMMING INNOVATION We intend to maintain and enhance the leadership position of our radio stations through continuous innovation, focused marketing, intensive brand building and exploiting the interactive nature of FM radio. We plan to engage current and potential listeners through on-air as well as off-air activities. We intend to increase our use of research generated internally as well as provided by external agencies to continuously monitor the evolving needs of our audience and advertisers.
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MARKETING ASPECTS OF FM-RADIO

The 4Ps of FM Radio PRODUCT
The product needs to be marketed i.e. the advertisement slots. In FM Radio a client can advertise his/her products in the slots available in between the songs which are being played.
PRICE
Each slot has got a price depending upon few things like: Time-band Primetime/Non-primetime slot Program during which it has to be played Vacancy of slots Program Sponsorship Program co-sponsorship, etc.
Price also varies for a corporate and a retail client. Bonus spots can also be given to big clients. Free Rj mentions are also given to big & regular clients.
PROMOTION Here basically promotion of the products/services of the client takes place. The promotion is done by repeating the advertisement for a number of times in a day. This helps in informing the customer about then products/services of the client, where it is available and whom to contact for more information. Promotion of the brand 93.5 RED FM is also done in air, at outdoor events, contests, sponsorships and through other media.
PLACE The place concerned is basically on the radio, i.e. on air. It covers a particular city and the permitted radius is 60 kms. Whatever advertisement and promotional activities that takes place is broadcasted in the radio. Some outdoor events may also be organized at some locations like shopping malls, colleges, cinema theatres, etc.
COMPANY PROFILE
SUN TV NETWORK SUN TV Network is the leader in the southern region of India holding a bouquet of twenty top-rated channels in its clutch, SUN TV Network believes in giving its viewers a wholesome fare. Be it news or entertainment, it is always there first with twenty channels in four Indian languages and fifty FM Stations all over India. The response to its programmes and the viewership of its news has been phenomenal. The fact that it touches so many hearts shows its popularity. Every single South Indian Channel that boasts of a No. 1 slot among its viewers belongs to the Sun TV network. FM Radio Network of SUN TV (South Asia FM Ltd.)
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Sun TV Networks foray into FM radio is no exception either. Tamils first private FM stations Suryan FM from Chennai, Coimbatore, Madurai, Tirunelveli, Tuticorin, Pondi & Tiruchy are way ahead to its competitors and not to mention the success of RED FM, the first private telugu FM radio station in Andhra Pradesh. Independent audience research conducted by internationally renowned agency A.C. Nielson puts Suryan FM much beyond competition. The top slot is a result of carefully planned thoroughly enjoyable, round-theclock, wholesome entertainment-oriented package. The interactive element will encourage everyone to make their own broadcasting. There will be substantial localization of content to retain the regional flavor. The frequency modulation broadcasting will be through stateof-art , high power transmitters to provide fine aural output. In order to maintain tonal fidelity and sound clarity, Suryan FM has bid good bye to playing tapes and compact discs. The entire programme is digitized and broadcast from a sensitive computer server, eliminating sound impurities and disturbances totally.The reach of Suryan FM stations is more than a 60 KM radius thereby providing high quality entertainment for most of the neighboring districts.
SUPERHITS 93.5 RED FM (BAJAATE RAHO)
Superhits 93.5 RED FM is a part of Sun Network which is the No.1 Media company in south. Sun Network is popularly known for its television channels in south which is available in Tamil, Telugu, Malyalam and Kannada. 93.5 RED FM heralds the groups entry into FM radio Business across North, South, East and West with close to 50 radio stations in India. This also makes 93.5 RED FM one of the largest private FM Network in India.
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Superhits 93.5 RED FM through 50 stations covers more than 1000 towns and 50,000 villages across India, from Jabalpur in the north to Thiruvananthapuram in the south and from Nashik in the west to Asansol in the east. A network which reaches 200 million across the country.
OBJECTIVES OF 93.5 RED FM

To become No. 1 FM radio network in India To provide excellent service to advertisers in a competitive environment To focus on content which is appreciated by masses with target group covering age group of 17-40 of male and female demographic
93.5 SUPERHITS RED FM IN BHUBANESWAR
Superhits 93.5 RED FM went on air on 28th June 2007 With the right mix of national programming and local flavoring it has been the choice of the listener and the advertiser since day 1 Its a 24 Hour Contemporary Hits Radio Station which plays only superhits music Tickling the funny bone, its sparklers are a rage among the listeners. As an interactive radio station they get around 1000 calls every day and also conduct exciting contests and give away lot of prizes during special occasions. Every day, they have 18 hours of live programming with 14 shows with every show having a unique flavor to it. Every show is interactive in nature & has numerous exciting contests.
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REACH OF RED FM IN ODISHA
AREA CAPITAL POPULATION MALES FEMALES LITERACY RATE DISTRICTS
: 155, 707 Sq Km :BHUBANESWAR :31,659,736 :15,979,904 :15,532,166 :48.65% :30
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USP & COMPETITIVE ADVANTAGES OF RED FM

TYPE OF PROGRAMMING With the right mix of national programming and local flavoring it has been the choice of the listeners and the advertisers since day one. It has track record of developing creative and innovative content and programming formats, which has helped it to expand its base of listeners and advertisers. Its primary programming focus is on contemporary film music based radio shows. It packages sound recordings of film music with the narrative of its multi-talented radio jockeys, who also host interviews with various celebrities and engage in dialogue with the listeners. It chooses the language mix of the music and programs based on the understanding of local listeners preferences. It is a 24 Hour Contemporary Hits Radio Station which plays only superhits music.
SPARKLERS It has number of programs which are completely humorous and a treat for the listeners. Tickling the funny bone, its sparklers are a rage among the listeners. Sparklers like Kawi Ki Kalpana, Dialogue Ki Dhulai, Bas Ek Sawal, etc are few sparklers which acts as a kind of laughter medicine for one and all. It has also developed various on air fictional characters such as Gajodhar Chacha that have become popular with certain sections of the listeners and has helped in attracting and retaining the listeners.
LIVE CALLER SHOWS As an interactive radio station it gets around 700 calls everyday. There are also some attractive prizes sponsored by the advertisers which are given on various shows everyday through various exciting contests. It has 18 hours of live programming with 14 shows with every show having a unique flavoring to it.
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STRONG ADVERTISEMENT SALE CAPABILITIES Its sales team has established strong relationships with advertisers and various advertising agencies. The sales personnel focus on understanding the needs of the advertisers and advertising agencies to offer customized advertising packages and marketing opportunities. They follow several innovative advertising sales practices such as:
Advertisement slots of 10 seconds, 15 seconds, 20 seconds, 30 seconds and more Program sponsorship and co-sponsorship Day branding on special occasions like Republic Day, Independence Day, Valentines Day, etc for which the advertisers sponsor all the programs on that day and their advertisements are played throughout the day. Sponsored gifts are accepted from the clients and in return the client advertisement is done for free depending on the amount of gifts sponsored. This is basically done on any special occasions when 93.5 RED FM is holding any promotional outdoor activity. Promotion of movies and new product launch are also undertaken. Providing services for production of advertisements at nominal cost and offering studio space for pre-production work, which have helped strengthen its relationships with advertisers and advertising agencies.
HIGH QUALITY STUDIO & TRANSMISSION EQUIPMENT For its studio and transmission facilities, it has invested in high quality equipments. Most of its key equipments such as Transmitters, Mixers, Codecs, etc has been sourced from suppliers based in United States and Canada. It believes that its investment in technology helps increase the quality of broadcast and coverage in each of their local markets. This also helps in making its listeners happy and satisfied.
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HIGH RANGE OF TARGET LISTENERS It primarily targets students, youths, and young working adults. Its programming and sales team primarily focuses on this target audience to develop and market the content. Additionally, it follows a day-part method for focusing on different segments of listeners. It divides each day into7 parts:
Family (7 am 11 pm) Housewives (11 am 2 pm) Youth (2 pm 5 pm) Evening Drive Time (5 pm 9 pm) Late Evening (9 pm 11 pm) Night (11 pm 1 am) Late Night (1 am 7 am)
CORPORATE SOCIAL RESPONSIBILITY It has always understood and delivered its corporate social responsibility. RED FM PRAYAS (Every Sunday 1500 1700 Hrs) It addresses public grievances in association with BMC. It is a unique concept where BMC and RED FM have come together to create a lasting partnership between the citizens and civic administration in the endeavor to work together for a brighter future and a better Bhubaneswar. Anybody staying in Bhubaneswar who faces any kind of problems which can be solved by the Bhubaneswar Municipality Corporation may call 93.5 RED FM for helping solving the problem. Subsequently quick action is taken for eradicating the problem. RED FM has got a dedicated helpline number, where the citizens can call and register their complaints about various civic problems such as non-functioning of street lights, sanitation, drainage, bad roads and other public nuisances. Every week it receives 50
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calls address around 5 complaints and issues. It also participates in various events promoted by BMC for the betterment of Bhubaneswar.
VOICE OF THE STATION
SALES PROCESS FOLLOWED UP IN 93.5 RED FM TO OBTAIN CLIENTS

STEP 1 SEARCHING THE POTENTIAL CLIENT First of all a list of potential client is formed using various sources like newspapers, yellow pages, advertising agencies and through personal contacts. Then they are segregated into corporate clients and retail or local clients. Basing on that the client will be dealt on local or national level. Big corporate clients can also be dealt locally for striking a deal for advertisements on all the 93.5 RED FM stations.
STEP 2 CONTACTING THE CLIENT Then the potential clients are called up and appointments are fixed for the meeting. The client can be contacted using a third party or by directly meeting them personally. Many advertising agencies are contacted first and a business proposal along with a company rate card is given to them.
STEP 3 CONVINCING THE CLIENT The clients are convinced by making them aware about the channels USP and competitive advantages over the other FM radio channels. They are convinced about all the benefits that they would incur through the advertisement in RED FM.
STEP 4 TAKING THE MATTER OF THE ADVERTISEMENT Once the client is convinced and ready to give the advertisement, the details of the product are collected. This detailed information about the product/service containing all the required information for designing an advertisement is known as matter of the advertisement.
STEP 5 DEVELOPING THE SCRIPT FOR THE ADVERTISEMENT Then the script is designed for the advertisement by the production manager. The script is designed within limited words such that the advertisements may be played for a specified time slot. The time slot may be of 5sec, 10sec, 15sec, 20sec or more. Then the scripts are sent to the clients for their approval and after the script is approved the next step is taken. STEP 6 PRODUCING THE JINGLE Then a jingle (sound track) for the advertisement is produced in the studio of RED FM by the production team. 93.5 RED FM has its own music studios in the office premises where all kinds of production and broadcasting work take place. It possesses very high quality imported equipments expert technicians (Sound Engineers). Subsequently, the jingle is sent to the client for the approval.
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STEP 7 THE BROADCASTING PROCESS After the approval of the jingle by the client, an arrow (document containing the prespecified dates and timings of the broadcast) and a RO (release order) are given for signing. Only after the signing of the arrow & RO the advertisement is broadcasted in the air.
STEP 8 PAYMENT BY THE CLIENT After the advertisement is broadcasted the client is visited again and his/her response is found out. Then he/she is asked for making the payment through cheque or draft in favor of 93.5 RED FM Bhubaneswar.
SOME OF THE ESTEEMED CLIENTS OF 93.5 RED FM BHUBANESWAR

REAL ESTATE TELECOM PSU/GOVT. CORPORATE HOTELS RETAILS -Sarala Realcon, Cosmo Infrastructure -BSNL, Vodafone, Tata Indicom, Reliance -India Post, OTDC, OSDMA -Vedanta, LG, Tata Motors, Samsung, SBI, Reliance Insurance -Mayfair, Ginger, The HHI -Lalchand Jewelers, Khimji Jewelers, Syndicate Jwelers, Kalamandir, Rajhans
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STRUCTURE OF THE ORGANISATION
93.5 Red FM Bhubaneswar
STATION HEAD
SALES
PROGRAMMING
TECHNICAL
FINANCE
ASM (2)
PROGRAM HEAD
TECHNICAL HEAD
FINANCE HEAD
RTS
PRODUCER (3)
NETWORK ENGINEER (3)
ADMINISTRATOR
M.E.(2)
MUSIC MANAGER RADIO JOCKEYS (9)
ELECTRICIANS
Besides these there is a Receptionist, Drivers, Peon and Security Guard
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TRANSMISSION OF VOICE
The High Power Transmission tower is located in Cuttack. The voice is transmitted through cables or satellites to the HPT where the voice is decoded and encoded with the help of various devices installed by the respective stations and then the voice is transmitted through the air from the antenna. The permitted radius is 60 KMs.
OTHER FM PLAYERS IN BHUBANESWAR

Besides 93.5 RED FM other FM players in Bhubaneswar are 92.7 BIG FM whose studio location is in Lewis Road Bhubaneswar and 104 Radio Chocolate whose studio location is in Sahid Nagar Bhubaneswar. Let us look at each of them in details.
92.7 BIG FM (Suno Sunao, Life Banao)

An Anil Dhirubhai Ambani group-controlled Adlabs radio venture, big fm went on air on 18th May 2007. Big is poised to create its pan India presence spanning across 45 cities, 1000 towns & 50,000 villages. It has undertaken extensive research and in-depth analysis of the likes and dislikes of the listeners before putting together its innovative programmes. Unique Auditorium Music Tests (AMTs) have been conducted across all the cities and over 1000 songs run past the sample audiences to verify both local flavor and city-connect.
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SLNo. 1 2 3 4 5 6 7 8
TIMING 12am 5am 5am 8am 8am 11am 11am 2pm 2pm 5pm 5pm 7pm 7pm 9pm 9pm 11pm
PROGRAM Back to Back Music Badadanda Cha O Charcha Manara Mita Somesh (MMS) Gupchup with Gungun Taaza Masti Big Khatti Oh Eei Raatire
RADIO JOCKEY Recorded Priyadarshi Sameet & Gungun Somesh Gungun Sameet Gourhari Priyadarshi
The music played will span eras and genres so that it appeals to all. In blind tests conducted among different audience segments, the music mix of BIG 92.7 was preferred over that of existing FM stations.
Besides innovative and fresh content, BIG 92.7 FM has lined up a stunning array of RJs who will be the voice and personality of the channel. The RJs have been selected after a careful and selective nationwide hunt. BIG FM promises not only to entertain but to inform and empower the listener with utilities that one may take for granted. The station has designed utilities such as traffic and weather updates along with time checks and health tips to help optimize the listeners time management and health. Another important content strategy of the station is the acknowledgement of local heroes in our society.
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RADIO CHOCOLATE 104 FM (Dhoom Mitha)
On 3rd May 2007 Eastern Media Ltds FM channel 104 RADIO CHOCOLATE FM went on air. It is the first to access the air by Eastern Media which is owned by daily Oriya newspaper Sambad. RADIO CHOCOLATE is basically a local FM radio, which airs local Oriya film & music albums to a greater extent along with hindi songs. It caters to a different genre of listeners as catered by BIG FM & RED FM.
SL No.
TIMING
PROGRAM
RADIO JOCKEY
1 2 3 4 5 6 7 8 9 10
5am 7am 7am 10am 10am 12pm 12pm 1pm 1pm 3pm 3pm 4pm 4pm 5pm 5pm 7pm 7pm 9pm 9pm 11pm
Sarbe Bhabantu Sukhinaha Chocolate Morning Chocolate Madam Chocolate Retro Chocolate Melody Current Music Market Chhota Chocolate Chocolate Masti Chocolate Gapshap Chocolaty Ratein Chocolaty Batein
Partha Mithi Soham
Nikki Jaya
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FM-RADIO LISTENERSHIP SURVEY

(A Perception Study) RESEARCH OBJECTIVES
Peoples perception about FM-Radio Music listening habits of people Radio listening habits of people Alternative sources to listen music Which is the best FM channel in the city and why Recommendations for best FM chnnel Who are the target audience of RED FM Listeners perception about RED FM How should RED FM cater to the needs of the audiences
RESEARCH DESIGN
TYPE OF DATA: TYPE OF RESEARCH: QUESTIONNAIRE TYPE: TYPE OF SAMPLING: SAMPLE SIZE: PLACE: Primary Data Exploratory Research Close Ended, Open Ended & Scaling Simple Random 101 Twin City (Bhubaneswar & Cuttack)
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SAMPLE QUESTIONNAIRE
FM LISTENERSHIP SURVEY
INFORMATION
Name * Place * Bhubaneswar Age * <18 Profession * 18-25 26-30 31-35 >35 Cuttack Contact No. (Ex: 889535****) Gender * Male Female
Student
Job
Business
Other:
Category
QUESTIONNAIRE (All Star (*) marked questions are compulsory)

1. What is the first thing that comes into your mind when you think about FM radio? * Song Radio Jockey Social Content Information Other:
2. How frequently do you listen to the radio? * Regularly Very Often Occasionally Rarely
3. What is the avg. no. of hours spent by you per day listening to the radio? * < 1 Hour 1-2 Hours 3-4 Hours 5-6 Hours > 6 Hours
4. Usually during which time you prefer listening to the radio? * Morning Drive Time Afternoon Drive Time Evening Drive Time Late Night
5. Where do you access the radio most of the time? * Home Travelling/Outside Office Other:
6. Which is the alternate source of entertainment for you if not radio? * (Ex. Computer/Television/Mobile/Music player/Any Other) 7. Which FM channel according to you has maximum clarity? * 93.5 RED FM 92.7 Big FM 104 Chocolate FM
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8. Which kind of songs you mostly prefer to listen? * Latest Hits Old Evergreen Songs Album
9. What songs you mostly listen to * Oriya Hindi English
10. Which station according to you plays the songs that matches your choice? * 93.5 RED FM 92.7 Big FM 104 Chocolate FM
11. Which is your favorite show on air amongst all the three FM stations? Cant Say 12. Who is your favourite Radio Jockey? Cant Say 13. Suppose you want to advertise your product, which FM channel would you prefer? 93.5 RED FM 92.7 Big FM 104 Chocolate FM
14. What should be the regional content over national content? * Low Medium High
15. Which is the best FM channel according to you? * 93.5 RED FM 92.7 Big FM 104 Chocolate FM
16. Why do you consider this channel to be the best? *
(Ex. Music, RJ, Clarity, Knowledge, Others)

17. How would you rate it on a scale of 1(Lowest) 10(Highest)* 1 2 3 4 5 6 7 8
Cant Say
10
18. Any further recommendations for the channel to improve
19. Which show/RJ of 93.5 RED FM you like the most? Cant Say 20. How would you rate 93.5 RED FM on a scale of 1 (Lowest) 10 (Highest) * 1 2 3 4 5 6 7 8 9
10
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21. Any recommendations for 93.5 RED FM Cant Say
Thank You For Filling Up The Form
BREAK UPS
The break-up has been done in the following ways:
GENDER WISE:
Male Female
PROFESSION WISE:
Student Job Business House Wife Auto Drivers
AGE WISE:
Less than 18 Range of 18-25 Range of 25-30 Greater than 30
Beetle Shops
DATA COLLECTION METHODS

I have collected the data through 2 different ways: 1. Physically through data collection forms 2. Through online forms which I sent it in the e-mail
I have collected the data from various places in Bhubaneswar (Jaydev Bihar, Vani Vihar, Acharya Vihar, Patia, Mancheswar, Unit 4, Master Canteen, etc) and Cuttack (Dolamundei, Buxibazaar, Badambadi)
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GRAPH ANALYSIS & INFERENCES 1. Peoples Perception About FM-RADIO

Why FM Radio? GENDER Female Information Radio Jockey Social Content Song Total 1 3 2 17 23 Male 7 7 1 63 78 8 10 3 80 101 Total
People's Perception About FM Radio
Information Radio Jockey Social Content Song
Why FM Radio? * GENDER Cross tabulation

70 60 50 40 30 20 10 0 Information Radio Jockey Social Content Song Female Male
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Why FM Radio? * AGE Cross tabulation

Why FM Radio? <18 Information Radio Jockey Social Content Song Total 0 0 0 5 5 >35 2 0 0 4 6 AGE 18-25 5 10 1 41 57 26-30 1 0 2 25 28 31-35 0 0 0 5 5 8 10 3 80 101 Total
120 100 80 60 40 20 0 Information Radio Jockey Social Content Song Total <18 >35 18-25 26-30 31-35
Why FM Radio? * Profession Cross tabulation

Why FM Radio? Auto Information Radio Jockey Social Content Song Total 1 1 0 8 10 Business 0 1 0 5 6 Profession House Wife 1 0 0 5 6 Job 3 1 3 29 36 Shop 0 0 0 5 5 Student 3 7 0 28 38 8 10 3 80 101 Total
Page 31
35 30 25 20 15 10 5 0 Information Radio Jockey Social Content Song Auto Business House Wife Job Shop Student
INFERENCE
Maximum people i.e. 79.2 % of the people listen to radio for song & music. Least people i.e. 3% think that radio provides social content. Same is the case in all age groups, professions & gender 10% of people in the age group of 18-25 hear it only for jock talk but rest of the age group dont. 3% of the job holders think that it provides social content but rest of the professions dont think so. Maximum no. of students hear it for music and then for jock talks.
2. Frequency of Listening to FM Radio

Frequency of Listening * GENDER Cross tabulation
Frequency of Listening GENDER Female Occasionally Rarely Regularly Very Often Total 3 0 13 7 23 Male 17 5 35 21 78 20 5 48 28 101 Total
Page 32
Occasionally Rarely Regularly Very Often
90 80 70 60 50 40 30 20 10 0 Occasionally Rarely Regularly Very Often Total Female Male
Frequency of Listening * AGE Cross tabulation

Frequency of Listening Occasionally Rarely Regularly Very Often Total AGE <18 1 0 2 2 5 >35 1 0 5 0 6 18-25 13 2 25 17 57 26-30 4 3 14 7 28 31-35 1 0 2 2 5 20 5 48 28 101 Total
Page 33
30 25 20 15 10 5 0 Occasionally Rarely Regularly Very Often <18 >35 18-25 26-30 31-35
Frequency of Listening * Profession Cross tabulation

Frequency of Listening Profession Auto 0 0 9 1 10 Business 4 0 0 2 6 House Wife 0 0 5 1 6 Job 5 3 17 11 36 Shop 1 0 3 1 5 Student 10 2 14 12 38 20 5 48 28 101 Total
Occasionally Rarely Regularly Very Often Total
18 16 14 12 10 8 6 4 2 0 Occasionally Rarely Regularly Very Often Auto Business House Wife Job Shop Student
Page 34
INFERENCE
47.5% i.e. maximum no. of people hear it regularly Maximum no. of males & females also hear it regularly Almost all the auto drivers & beetle shop owners also hear it regularly. Business people dont hear regularly.
3. Average Number of Hours Spent in Listening to Radio Per Day

Avg. Hours Per Day * GENDER Cross tabulation
Avg. Hours Per Day GENDER Female <1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours Total 5 1 9 4 4 23 Male 23 7 31 9 8 78 28 8 40 13 12 101 Total
<1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours
Page 35
35 30 25 20 Female 15 10 5 0 <1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours Male
Avg. Hours Per Day * AGE Crosstabulation

Avg. Hours Per Day <18 <1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours Total 2 0 2 0 1 5 >35 1 1 1 2 1 6 AGE 18-25 19 3 24 7 4 57 26-30 6 4 11 3 4 28 31-35 0 0 2 1 2 5 28 8 40 13 12 101 Total
30 25 20 15 10 5 0 <1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours <18 >35 18-25 26-30 31-35
Page 36
Avg. Hours Per Day * Profession Cross tabulation

Avg. Hours Per Day Auto <1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours Total 0 5 1 2 2 10 Business 2 0 3 0 1 6 Profession House Wife 0 1 2 1 2 6 Job 10 0 15 7 4 36 Shop 0 2 1 1 1 5 Student 16 0 18 2 2 38 28 8 40 13 12 101 Total
20 18 16 14 12 10 8 6 4 2 0 Auto Business House Wife Job Shop Student <1 Hour >6 Hours 1-2 Hours 3-4 Hours 5-6 Hours
INFERENCE
Maximum i.e. 39.6% of the people spend 1-2 hours in listening to the radio. Overall the proportion of males & females is almost same in spending time in listening to the radio. In case of listening more than 5 hours of radio, then it comes in the age group of 18-30. Maximum no. of auto drivers and beetle shop owners listen to more than 6 hours of radio per day. House wives also listen to the radio for maximum no. of hours per day.
Page 37
4. Preferred Time For Listening to FM Radio

Time of listening * GENDER Cross tabulation
Time of listening GENDER Female Afternoon Evening Late Night Morning Total 0 6 7 10 23 Male 8 23 34 13 78 8 29 41 23 101 Total
Afternoon Evening Late Night Morning
40 35 30 25 20 15 10 5 0 Afternoon Evening Late Night Morning Female Male
Page 38
Time of listening * AGE Cross tabulation

Time of listening <18 Afternoon Evening Late Night Morning Total 1 2 2 0 5 >35 0 0 0 6 6 AGE 18-25 6 14 28 9 57 26-30 1 11 10 6 28 31-35 0 2 1 2 5 8 29 41 23 101 Total
30 25 20 15 10 5 0 Afternoon Evening Late Night Morning <18 >35 18-25 26-30 31-35
Time of listening * Profession Crosstabulation

Time of listening Auto Afternoon Evening Late Night Morning Total 2 5 1 2 10 Business 0 2 2 2 6 Profession House Wife 0 0 0 6 6 Job 1 9 17 9 36 Shop 0 3 1 1 5 Student 5 10 20 3 38 8 29 41 23 101 Total
Page 39
25
20 Auto 15 Business House Wife 10 Job Shop 5 Student
0 Afternoon Evening Late Night Morning
INFERENCE
Maximum i.e. 40.9% of the people listen or prefer listening to the radio in the late night i.e. after 10pm. Next preference comes in the evening, then morning and the least is in the afternoon. Whereas most of the females prefer listening or listen in the morning hours than late night. Age group of 18-25 listen mostly during late night whereas age group of 26-30 and <18prefer in the evening time. Age group of >35 listen only during morning hours. Maximum students and job holders listen in the late night and then evening hours whereas housewives only listen during morning hours. Auto drivers and beetle shop owners mostly listen in the evening hours.
5. Place Of Accessing Radio

Place of Accessing * GENDER Cross tabulation
Place of Accessing GENDER Female Home Outside Total 20 3 23 Male 42 36 78 62 39 101 Total
Page 40
Home Outside
45 40 35 30 25 20 15 10 5 0 Home Outside Female Male
Place of Accessing * AGE Cross tabulation

Place of Accessing <18 Home Outside Total 5 0 5 >35 4 2 6 AGE 18-25 34 23 57 26-30 16 12 28 31-35 3 2 5 62 39 101 Total
Page 41
40 35 30 25 20 15 10 5 0 Home Outside <18 >35 18-25 26-30 31-35
Place of Accessing * Profession Cross tabulation

Place of Accessing Auto Home Outside Total 2 8 10 Business 2 4 6 Profession House Wife 6 0 6 Job 24 12 36 Shop 1 4 5 Student 27 11 38 62 39 101 Total
30 25 20 15 10 5 0 Home Outside Auto Business House Wife Job Shop Student
Page 42
INFERENCE
61.4% of people access fm radio in their homes whereas 38.6% of the people access it during travelling/outside. The proportion of females is maximum in accessing at home where as the proportion difference of males is almost negligible in accessing at homes than outside. Auto drivers and beetle shop owners access radio during their respective professions. Housewives access in their homes only. Car owning people access it during travelling most of the times.
6. Alternatives for Radio

Alternative Source * GENDER Cross tabulation
Alternative Source GENDER Female Boozing Computer Mobile Music Player Newspaper Nothing Song Television Total 0 3 2 3 0 1 2 12 23 Male 1 14 26 14 1 8 0 14 78 1 17 28 17 1 9 2 26 101 Total
30 25 20 15 10 5 0 Female Male
Page 43
30 25 20 15 10 5 0 Series1
Alternative Source * AGE Cross tabulation

Alternative Source <18 Boosing Computer Mobile Music Player Newspaper Nothing Song Television Total 0 3 0 0 0 0 0 2 5 >35 0 1 0 1 0 0 0 4 6 AGE 18-25 0 11 16 10 1 6 2 11 57 26-30 0 2 12 6 0 2 0 6 28 31-35 1 0 0 0 0 1 0 3 5 1 17 28 17 1 9 2 26 101 Total
18 16 14 12 10 8 6 4 2 0 <18 >35 18-25 26-30 31-35
Page 44
Alternative Source * Profession Cross tabulation

Alternative Source Auto Boosing Computer Mobile Music Player Newspaper Nothing Song Television Total 0 0 5 1 0 4 0 0 10 Business 0 0 3 2 0 0 0 1 6 Profession House Wife 0 0 0 0 0 0 0 6 6 Job 1 7 11 5 1 4 1 6 36 Shop 0 0 1 2 0 1 0 1 5 Student 0 10 8 7 0 0 1 12 38 1 17 28 17 1 9 2 26 101 Total
14 12 10 Auto 8 6 4 2 0 Business House Wife Job Shop Student
INFERENCE
For most of the people the alternative source for radio is listening to music in mobile and then comes watching television and then comes to listening music in computer & music players. For females its television whereas for males its mobile. For students its television, computer, mobile, music players. For housewives it is television and for most of the auto drivers & beetle shop owners there are no alternatives for radio.
Page 45
7. Maximum Clarity
Maximum Clarity * GENDER Cross tabulation
Big FM Chocolate FM Red FM Total 10 6 7 23 31 23 24 78 41 29 31 101
Big FM Chocolate FM Red FM
35 30 25 20 Female 15 10 5 0 Big FM Chocolate FM Red FM Male
Page 46
Maximum Clarity * AGE Cross tabulation

Maximum Clarity <18 Big FM Chocolate FM Red FM Total 2 0 3 5 >35 3 2 1 6 AGE 18-25 25 12 20 57 26-30 10 12 6 28 31-35 1 3 1 5 41 29 31 101 Total
30 25 20 15 10 5 0 Big FM Chocolate FM Red FM <18 >35 18-25 26-30 31-35
Maximum Clarity * Profession Cross tabulation

Maximum Clarity Auto Big FM Chocolate FM Red FM Total 3 4 3 10 Business 2 3 1 6 Profession House Wife 3 2 1 6 Job 13 15 8 36 Shop 2 2 1 5 Student 18 3 17 38 41 29 31 101 Total
20 15 10 5 0 Big FM Chocolate FM Red FM Auto Business House Wife Job Shop Student
Page 47
INFERENCE
40.6% of people say BIG FM has maximum clarity. 30.7% of people say it is Red FM and 28.7% say it is CHOCOLATE FM which has got maximum clarity. But most of the auto drivers and job holders say that chocolate fm has maximum clarity. Housewives say Red FM has got the least clarity. Students say its Red FM and BIG FM both which have got maximum clarity.
8. Category of Songs That people Prefer to Listen

Category of songs * GENDER Cross tabulation
Category of songs GENDER Female Album Hits Latest Old Evergreen Songs Total 0 7 2 14 23 Male 9 25 19 25 78 9 32 21 39 101 Total
Album Hits Latest Old Evergreen Songs
Page 48
30 25 20 15 10 5 0 Album Hits Latest Old Evergreen Songs Female Male
Category of songs * AGE Cross tabulation

Category of songs <18 Album Hits Latest Old Evergreen Songs Total 0 1 2 2 5 >35 0 1 0 5 6 AGE 18-25 7 17 14 19 57 26-30 2 10 5 11 28 31-35 0 3 0 2 5 9 32 21 39 101 Total
20 18 16 14 12 10 8 6 4 2 0 Album Hits Latest Old Evergreen Songs <18 >35 18-25 26-30 31-35
Page 49
Category of songs * Profession cross tabulation

Category of songs Auto Album Hits Latest Old Evergreen Songs Total 2 4 2 2 10 Business 0 2 1 3 6 Profession House Wife 0 1 0 5 6 Job 1 11 5 19 36 Shop 2 2 1 0 5 Student 4 12 12 10 38 9 32 21 39 101 Total
20 18 16 14 12 10 8 6 4 2 0 Album Hits Latest Old Evergreen Songs Auto Business House Wife Job Shop Student
INFERENCE
38.6% of people prefer listening to old evergreen songs. 31.7% prefer listening to hit songs. 20.8% of people prefer latest songs and 8.9 % of people prefer listening to albums. Most of the females prefer old evergreen songs whereas males prefer old evergreen as well as hit songs. In case of album songs it is only between age group of 18-30. Most of the students prefer hits as well as latest songs whereas housewives and most job holders prefer old evergreen songs. Auto drivers and beetle shop owners prefer hit, latest and album songs.
Page 50
9. Type of Songs That People Prefer to Listen

Type of song * GENDER Cross tabulation
Type of song GENDER Female English Hindi Oriya Total 0 18 5 23 Male 4 57 17 78 4 75 22 101 Total
English Hindi Oriya
90 80 70 60 50 40 30 20 10 0 English Hindi Oriya Total Female Male
Page 51
Type of song * AGE Cross tabulation

Type of song <18 English Hindi Oriya Total 1 4 0 5 >35 0 3 3 6 AGE 18-25 3 44 10 57 26-30 0 21 7 28 31-35 0 3 2 5 4 75 22 101 Total
50 45 40 35 30 25 20 15 10 5 0 English Hindi Oriya
<18 >35 18-25 26-30 31-35
Type of song * Profession Cross tabulation

Type of song Auto English Hindi Oriya Total 0 4 6 10 Business 0 4 2 6 Profession House Wife 0 3 3 6 Job 0 28 8 36 Shop 0 3 2 5 Student 4 33 1 38 4 75 22 101 Total
35 30 25 20 15 10 5 0 English Hindi Oriya Auto Business House Wife Job Shop Student
Page 52
INFERENCE
74.3% people prefer listening to hindi songs, 21.8% oriya songs and 4% English songs. Age group of >35 prefer both oriya and hindi songs equally. Housewives prefer oriya and hindi songs equally. Auto drivers and shop owners prefer oriya songs mostly. Only few students listen to English songs and prefer them over oriya songs. But most of the students prefer listening to hindi songs only.
10. Station Matching The Song Preference of people
Station Matching the Song Preference * GENDER Cross tabulation

Station Matching The Song Preference Big FM Chocolate FM Red FM Total GENDER Female 13 5 5 23 Male 31 19 28 78 44 24 33 101 Total
Page 53
35 30 25 20 Female 15 10 5 0 Big FM Chocolate FM Red FM Male
Station Matching the Song Preference * AGE Cross tabulation

Station Matching The Song Preference <18 Big FM Chocolate FM Red FM Total 3 0 2 5 >35 3 1 2 6 AGE 18-25 25 13 19 57 26-30 12 8 8 28 31-35 1 2 2 5 44 24 33 101 Total
Page 54
Station Matching the Song Preference * Profession Cross tabulation

Station Matching The Song Preference Big FM Chocolate FM Red FM Total Profession Auto 2 6 2 10 Business 3 1 2 6 House Wife 4 1 1 6 Job 12 14 10 36 Shop 2 1 2 5 Student 21 1 16 38 44 24 33 101 Total
25
20 Auto 15 Business House Wife 10 Job Shop 5 Student
0 Big FM Chocolate FM Red FM
INFERENCE
43.6% people say its BIG FM, 32.7% say RED FM & 23.8% say it is CHOCOLATE FM which plays the songs according to their choice. Equal no. of females say CHOCO FM and RED FM play songs according to their choice. For age group of 18-25, first comes BIG FM then RED FM and then CHOCOLATE FM when it comes to the play of songs that matches their choice. In case of students most say its BIG FM and then RED FM. Housewives say it is BIG FM whereas job holders and auto drivers say it is CHOCOLATE FM.
Page 55
11.Regional: National Content Preference By The People
Regional: National Content * GENDER Cross tabulation

Regional : National Content High Low Medium Total GENDER Female 6 2 15 23 Male 18 12 48 78 24 14 63 101 Total
High Low Medium
60 50 40 30 20 10 0 High Low Medium Female Male
Page 56
Regional: National Content * AGE Cross tabulation

Regional : National Content High Low Medium Total AGE <18 1 0 4 5 >35 4 0 2 6 18-25 11 11 35 57 26-30 4 3 21 28 31-35 4 0 1 5 24 14 63 101 Total
40 35 30 25 20 15 10 5 0 High Low Medium <18 >35 18-25 26-30 31-35
Regional: National Content * Profession Cross tabulation

Regional : National Content Profession Auto 3 0 7 10 Business 1 0 5 6 House Wife 4 0 2 6 Job 6 5 25 36 Shop 2 2 1 5 Student 8 7 23 38 24 14 63 101 Total
High Low Medium Total
30 25 Auto 20 15 10 5 0 High Low Medium Business House Wife Job Shop Student
Page 57
INFERENCE
Most of the people i.e. 62.4% of the people say that the regional: national content should be equal. 23.8% say regional content should be high as compared to national content. Only 13.9% say national content should be high as compared to regional content. Almost this result is seen amongst all the breakups.
12.Best FM Radio Channel According to People

Best FM Channel * GENDER Cross tabulation
Best FM Channel Female Big FM Chocolate FM Red FM Total 13 5 5 23 GENDER Male 35 17 26 78 48 22 31 101 Total
40 30 20 10 0 Big FM Chocolate FM Red FM Female Male
Page 58
Best FM Channel * AGE Cross tabulation

Best FM Channel <18 Big FM Chocolate FM Red FM Total 2 0 3 5 >35 5 1 0 6 AGE 18-25 27 11 19 57 26-30 12 8 8 28 31-35 2 2 1 5 48 22 31 101 Total
Best FM Channel * Profession Cross tabulation

Best FM Channel Auto Big FM Chocolate FM Red FM Total 2 6 2 10 Business 3 2 1 6 Profession House Wife 5 1 0 6 Job 15 11 10 36 Shop 3 1 1 5 Student 20 1 17 38 48 22 31 101 Total
25 20 15 10 5 0 Big FM Chocolate FM Red FM Auto Business House Wife Job Shop Student
Page 59
INFERENCE
BIG FM is the best FM channel according to the survey with 47.5% responses. Next comes RED FM with 30.7% responses and at last comes RADIO CHOCOLATE with 21.8% of people liking it. Equal no. of females say RED FM and CHOCOLATE FM are the best. RED FM is the best FM channel for the age group of <18. For most of the students after BIG FM comes RED FM. Very less %age of students like Chocolate FM. For most of the auto drivers chocolate FM is the best FM channel for them. Ratio of job holders is Big FM, then Chocolate FM and then RED FM in the list.
13.Rating of The Best FM Channel By The People And Their Comparison With Red FM
Best FM Channel * Why Best? Cross tabulation
Why Best? Can't Say Clarity Knowledge Regional Content Rj Social Content Song Targets Youths Total Big FM 4 9 5 0 6 1 23 0 48 Best FM Channel Chocolate FM 3 1 0 3 0 0 15 0 22 Red FM 3 5 0 0 5 2 14 2 31 Total 10 15 5 3 11 3 52 2 101
25 20 15 10 5 0 Big FM Chocolate FM Best FM Channel Red FM
Can't Say Clarity Knowledge Regional Content Rj Social Content Song
Page 60
INFERENCE
The average rating for the Best FM-Radio channel is 8.02 (on a scale of 1-10). The standard deviation is 1.45 The average rating for 93.5 RED FM is 6.59 (on a scale of 1-10) The standard deviation is 1.95
14.Recommendations For The Best FM Radio Channel

Recommendations * Best FM Channel Cross tabulation
Recommendations Big FM Better RJs Bring Creativity Can't Say Invite Professionals Clarity Comedy Shows Cooking Shows Gifts & contests Hindi Albums Hit Songs Increase Song Range Jokes Latest songs Less Ads Live Shows Message for loved ones More stations in orissa News & Information No Old evergreen songs Oriya Bhajans Oriya Songs Prabachan Provide better service Punjabi songs Total 1 0 14 0 2 0 1 1 1 0 2 1 1 1 3 1 0 4 9 3 1 0 1 1 0 48 Best FM Channel Chocolate FM 0 0 5 1 1 0 0 0 0 2 0 0 0 5 0 0 0 0 5 2 1 0 0 0 0 22 Red FM 1 1 10 0 0 1 0 1 0 0 0 0 1 2 0 0 2 1 7 1 1 1 0 0 1 31 2 1 29 1 3 1 1 2 1 2 2 1 2 8 3 1 2 5 21 6 3 1 1 1 1 101 Total
Page 61
16
14
Better RJs Bring Creativity Can't Say
12
Invite Professionals Clarity Comedy Shows Cooking Shows
10
Gifts & contests Hindi Albums Hit Songs Increase Song Range
Jokes Latest songs Less Ads Live Shows
Message for loved ones More stations in orissa News & Information No
Old evergreen songs Oriya Bhajans Oriya Songs
Prabachan Provide better service Punjabi songs
0 Big FM Chocolate FM Best FM Channel Red FM
Page 62
15. Recommendations For 93.5 Red FM

Recommendations for RED FM Better RJs Bring Creativity Can't Say Career Counseling Clarity Comedy Shows Hindi Albums Hit Songs Increase Song Variety Information Based Shows Latest Songs Less Ads Live Shows More Lady Rjs More Regional Content More stations in Orissa No Old Evergreen Songs Old Oriya Songs Oriya Bhajans Oriya Songs Punjabi songs Regular Content Up gradation Understand listeners' preferences Total Percent 7.9 1 43.6 1 1 2 1 4 3 2 2 2 1 1 3 2 8.9 4 1 3 3 1 1 1 100
Page 63
50 Better RJs 45 Bring Creativity Can't Say 40 Career Counselling Clarity 35 Comedy Shows Hindi Albums 30 Hit Songs Increase Song Variety 25 Information Based Shows Latest Songs 20 Less Ads Live Shows 15 More Lady Rjs More Regional Content 10 More stations in Orissa No 5 Old Evergreen Songs Old Oriya Songs 0 Percent
Page 64
OVERALL ANALYSIS OF THE RESEARCH

92.7 BIG FM is the most preferred FM Radio channel. Then comes RED FM and finally RADIO CHOCOLATE in the list. For people FM RADIO means a medium to listen to music. Most of the people would like the channels to have equal proportions of national and regional content. For RED FM the target audience is in the age group of 18-25 and mostly students and job holders of A & B category.
For BIG FM the target audience is almost from all the age groups and professions in falling in A & B category. For chocolate FM mostly C category people are its target audience. 92.7 BIG FM is its main competitor in the long run.
RECOMENDATIONS FOR 93.5 Red FM

More brand building & promotional activities should be carried out time to time by RED FM to establish its presence amongst the people & advertisers. Some events like RJ Hunts & Music Hunts can be conducted in colleges to increase its popularity amongst its target listeners. Equipments should be updated or replaced from time to time to improve the clarity. Apart from songs and jock talks outdoor event broadcasting should also be aired. It should seek for better advertisers and sponsors in regular course of time. Corporate Social Responsibility should not be forgotten. Regular content up gradation should be made in its programs to attract more listeners. Some more programs like career counseling, cooking shows, comedy shows should be added.
Page 65
LEARNING
The project on FM LISTENERSHIP SURVEY & RADIO AS ADVERTISING MEDIUM has indeed been a great learning experience and brought me closer to FM RADIO and provided me depth knowledge through survey and research analysis. I could somewhat understand the perception of people based on their gender, profession, category and age groups.
Page 66
BIBLIOGRAPHY Marketing Research Applications By Burns & Bush Marketing Management by Phillip Kotler www.wikipedia.org www.google.co.in www.sunnetwork.org
Page 67

SIP On Listener Acceptance RED FM

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South Asia FM Ltd., Swagat Palace, Plot No.

45, Unit-4, Mouza-Bhoumanagar, Bhubaneswar-01

SATYA SOBHAN PATTNAIK Station Head, South Asia FM Ltd. Bhubaneswar.

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

DATE: PLACE: BHUBANESWAR

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

SUBJECT INDIAN RADIO INDUSTRY

ROLE OF FM RADIO AS AN ADVERTISING MEDIUM RADIO CHARACTERISTICS ADVANTAGES OF FM RADIO ADVERTISEMENT

MARKETING ASPECTS OF FM RADIO (4 Ps) COMPANY PROFILE

SUPERHITS 93.5 RED FM

SALES PROCESS FOLLOWED IN RED FM

STRUCTURE OF RED FM BBSR TRANSMISSION OF VOICE OTHER FM PLAYERS IN BBSR

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

INDIAN RADIO INDUSTRY

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

ROLE OF FM AS AN ADVERTISING MEDIUM

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

ADVANTAGES OF FM-RADIO ADVERTISEMENT

ADVERTISING GROWTH DRIVERS

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

MARKETING ASPECTS OF FM-RADIO

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

SUPERHITS 93.5 RED FM (BAJAATE RAHO)

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

OBJECTIVES OF 93.5 RED FM

93.5 SUPERHITS RED FM IN BHUBANESWAR

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

REACH OF RED FM IN ODISHA

AREA CAPITAL POPULATION MALES FEMALES LITERACY RATE DISTRICTS

: 155, 707 Sq Km :BHUBANESWAR :31,659,736 :15,979,904 :15,532,166 :48.65% :30

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

USP & COMPETITIVE ADVANTAGES OF RED FM

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

VOICE OF THE STATION

SALES PROCESS FOLLOWED UP IN 93.5 RED FM TO OBTAIN CLIENTS

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

SOME OF THE ESTEEMED CLIENTS OF 93.5 RED FM BHUBANESWAR

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

STRUCTURE OF THE ORGANISATION

93.5 Red FM Bhubaneswar

NETWORK ENGINEER (3)

MUSIC MANAGER RADIO JOCKEYS (9)

Besides these there is a Receptionist, Drivers, Peon and Security Guard

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

OTHER FM PLAYERS IN BHUBANESWAR

92.7 BIG FM (Suno Sunao, Life Banao)

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

RADIO CHOCOLATE 104 FM (Dhoom Mitha)

Partha Mithi Soham

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

FM-RADIO LISTENERSHIP SURVEY

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

QUESTIONNAIRE (All Star (*) marked questions are compulsory)

Rajnikant Bilung-26306CT10019-Kushagra Inst. Of Inf. & Mgmt Science

9. What songs you mostly listen to * Oriya Hindi English

16. Why do you consider this channel to be the best? *

(Ex. Music, RJ, Clarity, Knowledge, Others)