NEWS

MUMBAI: With the Radio Audience Measurement (Ram) data made public, all FM stations are busy counting numbers as to who goes where in the pecking order in Delhi, Mumbai and Bangalore.

The two stations with the most reasons to smile though are Red 93.5 FM in Mumbai and Reliance ADAG's Big 92.7 FM while in Bangalore.

Holding the top spot in India's IT capital, Big FM has registered a market share of 24.5 per cent, followed by Times Group's Radio Mirchi at 20.1 per cent.

Coming in behind these two in Bangalore are Sun Network's SFM in the third spot with 14.9 per cent, beating Radio One (10.3 per cent) and Radio City (9.3 per cent) for the forth and the fifth place respectively.

The listenership data takes into account the age group above 12 years. The field work period is week 41 (from 7 to 13 October 2007). The time period is through the seven days from Sunday to Saturday, 12 am to 12 am. The research uses the daily diary method.

Big FM VP South Soumen Chaudhary said, "Our Bangalore station has received the No 1 position within a very short period of time. We are just a year-old station in this market. It re-affirms our positioning and content strategy, which has helped us stand out in the cluttered environment."

In the financial capital Mumbai, meanwhile, it is Red FM, which has been crowned king in the numbers game. Red FM has climbed the ladder with 19.2 per cent market share, just ahead of Radio City with 19 per cent.

The leader in Bangalore Big FM is placed at the third spot in Mumbai with 16.2 per cent. Radio Mirchi (15.1 per cent) and Radio One (10.9 per cent) are in the forth and fifth place respectively. Fever FM, which could capture only 3.2 per cent share, is at the last spot in the Mumbai market.

Red FM Mumbai station and marketing head Anuj Singh said, "Red FM Mumbai has witnessed consistent success in the last two years and with the recent Ram results we have truly given the competition a run for their money. The fact that we are No.1 in all 5 weeks of the study is obviously great news and also very critical as it sets a definite trend for the time to come."

He further stressed, "While most of our competitors focus on being 'happy' and 'fun', I believe our success can be attributed to the fact that we are the most real radio station, truly reflecting the sprit of this city. We believe in bringing alive the brand experience in our listener's lives through a combination of a fantastic on-air experience coupled with well timed interactive and innovative on-ground activities."