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News |  08 May 2007 23:03 |  By RnMTeam

Radio City and Synovate identify 5 segments of FM listeners

MUMBAI: Radio City 91.1FM and Synovate have identified five segments of listeners - relaxation seekers, cool dudes, lonely souls, flirters and time pass.

According to the research, 29 per cent people tune into radio as a means of `relaxation` while only five per cent are in to `pass time`.

Radio City had commissioned a research in association with Synovate, to track listening habits based on the interaction with FM and delve deeper into the minds of listeners.

The research also showed that 20 per cent of `flirter` listeners want the latest music, as well as the updates on FM, as opposed to the 22 per cent of `lonely souls` who tune into radio to seek companionship. The `lonely souls` like interactivity and hence can be termed as the closest friends of the radio jockeys. A separate category altogether is the `cool dudes` who tune in to radio for trend related content to make a style statement. Majority of the listeners tune in to relax themselves, looking for entertainment and keeping boredom away. They seek a bit of everything from radio.

Synovate carried out this segmentation using their global proprietary tracking system BrandVision?? and segmentation tool `Target??`.

Commenting on the need of the research Radio City 91.1FM national head marketing Rana Barua said, "The main objective of the research is to gauge the interest of our listeners, cater to their needs and give them the most sought after content and music. With almost all-existing industry research on radio estimates, reach, awareness of radio stations, as well as basic listening habits; there was no data available to get a better understanding of listeners except for the basic demographic parameters.The invaluable insights from the research have helped our programming team to come up with innovative and entertaining programming that the listeners have come to expect from us."To make the study more comprehensive and representative, the sample size of around 9,000 respondents belonging to SEC ABC 15-39 age group, from Mumbai, Delhi, Bangalore, Chennai and Hyderabad were selected. The segmentation was done based on listener`s needs. Radio City 91.1 FM is an FM radio brand promoted by Music Broadcast Private Limited where Star India has got FIPB (foreign investment promotion board) clearance to buy 20 per cent stake.

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