[HCDX] Radio listenership up 27%

["Swopan Chakroborty" <sncydx@xxxxxxxxxxx>]

Radio listenership up 27%: NSRC

MUMBAI: Though the method of collecting radio listenership has been always
disputed by radio broadcasters, nevertheless, they pay attention to the
data. A dipstick report on the radio listenership survey has been released
by the National Readership Studies Council (NRSC) for the period 2005 to
2006 covering 43 cities and 10 radio stations.

For the vast majority of listeners continue to listen to the old voice All
India Radio (AIR), which enjoys a nationwide base of 70.2 million
listenership whereby the weekly listenership touches 8.6 per cent, the
survey notes. While AIR Akashvani comes close to 68 million listenership
holding 8.3 per cent listeners weekly.
The NSRC data notes that radio is one medium that has shown resurgence. Its
reach has increased 27 per cent of the country tunes in every week, almost
equaling the reach of print. FM has driven the better reach - from 76
million individuals listening in an average week in 2005 to as many as 119
million individuals in 2006 - a 55 per cent increase over last year.

Vividh Bharati reports 109.1 million listenership, which fetches 13.3 per
cent weekly share. The AIR Yuva Vani has a small base of 3.5 million
bringing a weekly of 0.4 per cent. The two FM bands under the pubcaster
umbrella Akashwani FM Gold and Akashwani Rainbow obtain 19.9 million
listenership and 28.1 million listenership drawing 2.4 per cent and 3.4 per
cent weekly.
It is impossible, of course, to talk about radio listenership without
discussing the private FM radio stations. Radio Mirchi stands with 51.4
million listenership taking home 6.3 per cent weekly. Followed by Radio
City, which registers 44.6 million listenership, attaining to 5.5 per cent.
While, Red FM lists 22.2 million listenership touching 2.7 per cent weekly.
Radio One (formerly known as Go FM) records 4 million taking home a
minuscule 0.5 per cent weekly. It is important to note that, Radio One
manages FM radio station in Mumbai, although the brand was launched in
Bangalore, a little over two months.
Mumbai: The data collated by NSRC signifies, the private FM radio leads in
comparison to radio stations managed by pubcaster. The brand Radio Mirchi
and Radio City are neck to neck, whereby Radio Mirchi takes a lead by 6.16
million listeners translating to 41.5 per cent. While Radio City appeals to
6.1 million listeners tuning into 41.2 per cent weekly. Red FM stands at
4.15 million listeners bringing home 27.9 per cent. Radio One, on the other
stand records 1.2 million listeners attracting 8.7 per cent.
Delhi: The radio listenereship in this zone highlights Rdaiko Mirchi taking
a lead by 5.28 million listeners and earning 41.7 per cent weekly. While
Radio City, second in the command, sights 4.87 million listners and bringing
38.4 per cent. Red FM, on the other hand records 2.8 million listeners and
registering 22.4 per cent weekly.

Kolkata: The city of joy notes Radio Mirchi maintain the lead with 4 million
listeners and appealing to 32.6 per cent, while Red FM is heard to 2.3
million listeners and bringing 22.6 per cent weekly.
So with radio listenership largely maintaining its steady picture, the
question about radio audience may soon be moving beyond who is listening and
how many of them are listening to how they're listening.

(Via Indiantelevision.com Team)

Regards,
Swopan Chakroborty
Kolkata, India



		
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