The Hindu Business Line : Listenership rating for FM radio from November

Competition in the FM radio sphere will become hotter from next month as RAM (Radio Audience Measurement) ratings begin to measure popularity of various programmes aired on the channels.

This would be based on the listenership these programmes attract.

Top FM firms, including Big FM, Radio City, and Fever, have joined the list of stations that are going to be monitored by RAM.

The weekly ratings would put pressure on both the channels and advertisers.

While the channels will be forced to fine-tune their programmes as they are monitored for listenership, advertisers would need to pay more for the top-ranking programmes, Mr Tarun Katial, Chief Operating Officer of Big 92.7 FM, told Business Line.

International consulting company AC Nielsen and market research organisation IMRB joined hands to conduct the weekly ratings.

“The RAM ratings will help the advertisers know the potential of programmes,” he said.

Mr Katial said FM radio offered a huge opportunity for businesses, particularly small businesses, to advertise and build its brand.

“The pie of radio in the total advertising spend is just 3-5 per cent. There is a lot of scope to expand this opportunity,” he said.

The Anil Dhirubhai Ambani Group-promoted company has set its eyes on the next round of bidding for FM licences, due for next month. The company, with footprints in 33 cities, owns a total of 45 licences, and has alliances for 10 more.

The company made a capex of Rs 400 crore so far.

"We are confident of reaching 55 cities, provided the infrastructure promised by the Government is available," he said.

The radio company set up five strategic business units such as BIG Street (out of the home media division), BIG Digital (online music and digital division) and BIG Reach (to explore non-traditional revenues).

"Our aim is 360-degree solution to our clients," Mr Katial said.

BIG Street had already gained the Delhi Metro advertising project. "We are looking at more such big properties," he added.

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