MUMBAI: When Chennai Live 104.8 FM launched in 2008 and stayed true to its origins as the only �English' radio station – which is focussed on content - in Chennai, not too many people gave it a fighting chance. The wisdom then was that to succeed in Chennai, you had to speak Tamil and play only Tamil songs.
But we persisted. We saw Chennai's changing demographics and knew we had a chance. There was an influx of young people from all parts of India looking to work in India's second largest IT market. The city was also proving to be a magnet for automobile and infrastructure companies and we knew that our base of English speakers, already a considerable one could only grow.
Well, the results are in. In Chennai's first ever RAM survey, Chennai Live has posted very impressive figures. While it may not have the widespread base of the market leaders (who had a six year head start from 2002), it still commands almost 50% of the listenership of the market leader. That means we have an almost 100% penetration in the English speaking population in the city that that other local channels simply can't hope to match.
This clearly validates our endeavour to be a differentiated Infotainement... station - where there's a lot of focus on providing interesting content other than music- instead of just a Music only... station. It is quite clear that listeners want more than just music from radio stations.
Here are the highlights:
1)We have a CUME of 37.1% or a reach of 6 Lakhs ( 12 – 44 / SEC AB & AA) which is almost 50% of market leaders
Conclusion:
a)Inspite of being an all English Station our reach is almost 50% that of a mass station
b)This clearly shows that we reach out to almost 100% of the SEC A population
c)This shows that our reach is similar to The Hindu... in chennai which is the largest selling English News Paper in Chennai.
d)As we are a differentiated station this also shows that these 6 Lakh listeners are unique unduplicated audience of Chennai Live unlike 7 other Tamil stations where there is little difference between the stations & therefore heavy duplication of listeners
e)This shows that we reach out to people with maximum disposable income
f)This is also demonstrated in our sales position where we are consistently no. 3 volume wise. This means in a fragmented market with so many Tamil stations brands see value in Chennai Live which gives them an unduplicated audience half the size of the leaders where there is heavy duplication.
Conclusion:
a)Inspite of an all English station we are above one Tamil station ( which belongs to a Network)
b)This clearly demonstrates that the Tamil seeking audience mostly follows the leaders ie Suryan/Mirchi & the English speaking Audience automatically seeks Chennai Live.
c)This also demonstrates the strong positioning of Chennai Live as a differentiated station.
For Brands wanting to advertise in Chennai
1)Chennai Live is a sure shot way of reaching a majority of SEC A1, A2 Population
2)Chennai Live is the best vehicle for all upmarket brands
3)Chennai Live gives an unduplicated audience of 6 lakhs ( which is almost half that of a Mass station) because of its differentiated content being in English unlike Tamil stations where there's a lot of duplication