[icernet] Making airwaves: FM radio's potential

[Arul Selvan]

  Whether its the high-octane advertising, the non-stop promos, the 
80-rupee radio sets that every second commuter has, its obvious that 
private FM radio is a hit. While audiences definitely seem to have taken 
to the airwaves, the birthday celebrations seem somewhat bittersweet for 
the industry. Some marginal players are taking a bow, some of the lesser 
stations are struggling to stay on air, the regulatory hassles have kept 
players on their toes&

Take Mumbai, for instance  FM radio penetration hit 61 per cent, 
according to the an independent IMRB survey released in November 2002 
(RADAR). Listenership has soared since, with weekly listenership 
touching almost 60 lakh. Radio Mirchi (from the Times of India Group) 
clocked 74 per cent of weekly listenership, and Radio City (from Star) 
comes second with 43 per cent. Interestingly, the same survey points out 
that listenership is heavily skewed towards the SEC A and the 15-34 age 
group.

Source:
http://economictimes.indiatimes.com/cms.dll/html/uncomp/articleshow?msid=46990321