MM Final Sunday

8/8/2019 MM Final Sunday

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Red FM 93.5 Vs Radio One 94.3



FM Radio Industry All India

Govt. License to Operate is for a period of 10 years.

12 Players in the market (2010), major ones are:

± Radio Mirchi, Red FM, Radio City, Big FM, Fever FM, Air FM

Gold, Radio One

Total Revenue INR 800 Cr. in 2008, INR 1000 Cr in 2009expected to reach INR 1500 Cr in 2010 and INR 1800 Cr in 2012

Share of Radio advertising: Projected from 3.3% (2008) to 4%(2012)

Phase 3 of licensing to be auctioned in 2011



Product

Part of Sun Group, the biggest Indian Media House

2002: Red in your Head - English Station!

2004: Asli Masti - Hindi in Block format!

2006: Bajaate Raho Hindi Masses (CHR music format)

2008 : While the competition sliced the data, RED FM sliced the

competition and emerged as No. 1 in Mumbai till 2010



Product contd..

Things done better than the competition

± Music

± Cricket

± Localization

± Bollywood

Things done differently from competition

± Personality and attitude

± Honest and true to oneself

± Station for Expression

± Reflecting a growing angst amongst

the young in the country Morning No. 1 with Malishka

Angry Ganesan

Kamla ka Hamla

Shendi

Tone

Personality

Character

Proposition

Packaging

Emotional

Connects(The Red difference)

Music

Cricket

Bollywood

Local

Connect

Functional

Gratification(The basic product)



Place

Broadcaster to Listener

Resides at 93.5 nationally since inception

Spread across 49 stations in India

Transferring data from macro to micro stations

through FTP



Talk to over 34 million

listeners across the

country every day

Place



Price

Price in Radio is classified into 2 main categories viz., TSL & Revenue

TSL:

± Free to Air

±

Consumer Pays in terms of his Valuable Time ± Higher the TSL, higher the positioning of the product.

± Market Share: 21%

Revenue structure : ± Pure Air Time

±

On ground Activation ± Sponsorships

± On Air integrations

± SMS Revenue, Group Revenue

± Pricing strategy Penetrative. Sells @ Rs 9000 per 10 seconds airtime (49stations)



Promotions

Road shows, OOH media, promoter activities, listening booths, etc.



Promotion contd..

Bajaate Raho Awards RED MIKE



Promotion contd..

Trade Activations

Bus Shelter Impact Ads

Inside Cinema HallsOn Bus Handles



Product

2003 Go FM 92.5 - English station

2006 - Radio One 92.5 Hindi and English,

2007 Radio One 94.3 (Big FM Entry)

2009 - Radio One 94.3 Maximum Music FataFat.

2010 Radio One 94.3 Maximum music Maximum choice

A MidDay Multimedia and BBC Worldwide Venture Radio Mid-day West

India Ltd.



Product

Live Radio on Website

13 Songs an hour

No repeat songs in the day Maximum

Music, Maximum Choice

India's first Music ATM.

First Marathi Top 13 songs special

Music Jockeys not Radio Jockeys

Phone Ring to Ghanta Singh Prank Caller,

Speed Dating

Maalamaal Daily HIT Suno .. Lakh Jeeto

Bollywood Badshah



Place

Broadcaster to Listener

Resides at 94.3 nationally, but on 95 at

Ahmedabad

Presence in 7 metros, tier 1 cities across

India (Metro-centric)



Price

Price in Radio is classified into 2 main categories viz., TSL & Revenue

TSL: ± Free to Air

± Consumer Pays in terms of his Valuable Time

± Market Share: 2%

Revenue structure : ± Pricing strategy Economy. Sells @ INR 1500 per 10 seconds airtime (7

Cities)

± Pure Air Time

± On ground Activation ± Sponsorships

± On Air integrations

± SMS Revenue, Group Revenue



Promotion

Promotion is built around Maximum Music

and the contribution of composers,

lyricists, singers, etc.

Powered the Commute Easy drive in

Bangalore Mid-day for print media

Television Association with MTV



Play Your Music

Day with S-E-L

(Brand

Ambassadors)

Promotion

Co-branding

Bollywood and

Mentos Speed

Dating

OOH

Activation



Failure

TSL 2% (IRS 2010)

Brand

± Identity crisis: From Go to Radio One

± Change in frequency when BIG FM entered the market

Content ± Inconsistency in Jocks, content & positioning

± Jocks unable to hold on to the listeners

± Music strategy (the core) spread across decades, resulted into fall of TSL - not asper the mood

± Local and Social Issues not focused upon

±

Lacks the Info of INFOTAINMENT

Marketing Campaigns

± Not penetrative

± OOH lacks visibility

Dainik Jaagrantook over Mid-

day (parentcompany) didnot take over

Radio One



Indicators of Success

Red FM grew from being the No. 4

player in 2008 to No. 1 player in

2010 in mumbai & no.2 nationally

Content differentiation

Red FM - Merger with the Biggest

Media player in the country SUN

Group provided capital

Grew from 40 Cr in 2006 (3 Stns) to170 Cr in 2009 (49 Stns)

Red FM bagged the awards in 9

categories (Indian Excellence in

Radio Awards 2010 )



LearningsLearnings -- SuccessSuccess

Super hit music round the clock!

The philosophy - Bajaate Raho! Station for Expression constantlyBajaaoing issues that effect the common man.

The 4 Point On-Air Agenda - Doing things the

Bajaate Raho way!

Building loyalty of listeners and RJ loyalty.

Same frequency across India 93.5 Mhz.

Exceptional Promotional Campaigns and Striking the emotional chords of the Listeners!



WE The Team

Mr. Cyril Cherian 110

Dr. Alok Khullar 111

Mr. Movin Crasto 112

Ms. Geetika Gulati 113

Mr. Harsh Mehta 114

Ms. Heena Patel 115

Mr. Jayesh Gupta 116

Ms. Kajal Dubal 117 Mr. Keerthi Bhat 118

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MM Final Sunday