Industry & Economy
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Radio/TV
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Andhra Pradesh
FM space gets hotter in Hyderabad
K.V. Kurmanath
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5 channels vying for listeners' attention
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Hyderabad
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Nov. 16
The competition within the FM space in the city has become intense with Sun Network's FM channel - which made a quiet entry - offering a gold coin for every caller last week.
Sun's arrival takes the total number of players to five, including the recently launched Big 92.7 FM of Adlabs.
Mr Sai Prasad, Director of Radio City, told Business Line that the channel had already captured the premium market (middle and upper middle class).
"We are music masters. We air songs that are research-based and mood-based. The response had been very good for the channel."
On whether he foresaw tough competition ahead, Mr Ashwin Padmanabhan, Station Head of Big 92.7 FM, said: "The more the better for the industry. There is room for enough players. Ultimately, the listener is king."
He added that there are 90 FM channels in the US cities. "The incidence of avoidance is lower than television."
He was not worried that listeners would switch over to other stations the moment RJs begin to talk or play advertisements. "We play on content that is relevant, interactive and region-specific," he said.
Satellite channel
Even as FM channels compete for market share, WorldSpace, a satellite radio company, is making sharp inroads.
Besides a host of other channels, the company had started an exclusive Telugu radio station called Spandana.
"Response has been increasing steadily over the last six months," Ms Mrinalini, Director of Spandana, said.
The main advantage is the seamless run of songs - old, new and light music.
"We don't air any commercial advertisements. The listener will not have the bother of listening to advertise- ments."
Being a satellite channel, the station is able to cater to listeners in 130 countries.
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