FM Radio in Bangalore: Case study.

VERY BEAUTIFUL THOUGHTS ON FM RADIO, I RECEIVED THIS AS AN EMAIL FWD. I DONNO THE AUTHOR TO THANK HIM FOR SHARING MY IDEAS.
(COURTESY:- MAIL FWD )

“Radio” concept has taken a rebirth during the present times and has yet again become a media for mass entertainment. This media has adopted itself as a part and parcel of Bangalore city life. In the beginning, even though numerous FM channels got some market in the city, Kannada, being the language of the city, was not on their priority list, which in turn created unhappiness among the citizens.

As an answer to the query on the Kannada priority issue, FM channels tried to convince that the market and in turn the requests for soothing Kannada songs were not there. During this process, all the FM channels started to relay more of Hindi and non-Kannada songs and market for Kannada songs was projected as non-existent

At the same time, a new Sun Network based FM channel “S FM” tasted a great success in gaining the mind share of the Bangalore masses with Kannada songs. Working along the same lines “Big FM” yet another FM channel got a good part of the market. As a result, Radiocity, A Bangalore based FM radio station, which was relaying Kannada songs on “one hour a day” basis, Radio-Mirchi which was sprinkling few Kannada songs in between Hindi songs, realized the existence of kannada market

The verdict passed for releasing Kaveri water to TamilNadu and kannadigas protesting against the verdict resulted in Tamlinadu based SFM to relay non-Kannada songs. Because of this reason, S FM crashed from the no 1 position.

Considering all these facts about the increasing demand for Kannada songs and on the competitive end, to get to the first position to utilize the market to its limits, Radio Mirchi has started to relay 90% of their songs and commercials in Kannada and has been very well accepted by the citizens. Thus, Radio Mirchi and Big-FM with prioritization of Kannada have both become competitive entities to reach the first position.

The realization of market potential by Radio Mirchi and utilizing the same is to be well appreciated.

It can be seen that along the need to listen old melodious Kannada songs, recent musical hits provided by the movies like “Jote Joteyali” , “Mungaru male”, “Arasu”, “Aishwarya” ,“Duniya ”,”Pallakki”, “JOGI”, “Nenapirali”, “AKASH” etc have boosted the demand for kannada songs to a very high limit.

In summary, catering to the market needs will result in the service provider getting a lionshare in the market.

Radio Mirchi’s turn around is a case to prove this.

As a bottom line it can be said that for a mass entertainment media, the CUSTOMER NEEDS runs the business, and not the ideas that aims to change the customer to the needs of the VESTED INTEREST.