MUMBAI: According to the latest RAM reports of Week 8, Radio City 91.1 FM is at a clear No. 1 position in Mumbai with a market share of 15.1% in all SEC 12+ audiences. In the all-SEC A-B audience also, Radio City is at the No. 1 position with a market share of 17.5%. Radio City was no. 1 based on TARP last week.
Overall, the category has shown a dip by 1%, but Radio City has shown the highest growth in reach and TSL by 6% and 11% respectively, due to which it holds the No. 1 position in the market followed by Radio Mirchi and Big FM.
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Commenting on this, Apurva Purohit, CEO, Radio City 91.1 FM, told RadioAndMusic.com, It has been one of the most interesting journeys back to the top. Our consumer research brought forward the need to prop a few things in programming. We introduced a romantic band in afternoon and launched our new evening drive show- Taka – Tak Mumbai. We took our sub brands on ground to build greater consumer engagement and this helped us build affinity in our consumers mind. We extended our retro show Kal Bhi Aaj Bhi and one of our most recalled and loved show Love Guru off radio by launching Kal Bhi Aaj Bhi Classics and Love Guru Music CDs. We even had a Kal Bhi Aaj Bhi concert that met with an outstanding response. We enhanced our offering in the live and unplugged show viz. Musical-e-Azam this year by showcasing contemporary and upcoming musicians which got us fantastic response….
Radio City’s next big priority, she feels, is to keep up the good work. The way I look at it, reaching the No 1 position is just half the battle won. We need to ensure that we remain at the top by continuing to set new bench marks in innovative and exciting content,… Purohit says.
