Entertainment industry in India

The media and entertainment industry consists of many different segments under
its folds such as television, print, and films. It also includes smaller segments like
radio, music, OOH, animation, gaming and visual effects (VFX) and Internet
advertising. Entertainment Industry in India has registered an explosive growth in
last two decades making it one of the fastest growing industries in India. From a
single state owned channel, Doordarshan in the 1990s there are more than 400
active channels in the country. Worldwide, 2010 saw the global economy begin
to recover from a steep decline in 2009. Improved economic conditions in 2010
played a major role in a rebound in customer spend. Since the world economy
begin to recover from the global financial crisis of 2008, improved economic
conditions played a major role in rebound in consumer spend. While India was
not critically impacted by the downturn in 2008 and 2009, it demonstrated one of
the highest growth rates this year and continued to at a healthy pace.

Radio broadcasting in India started in British India in 1923 with the Radio Club of
Bombay. All India Radio (AIR) was established in 1936 which is one of the
largest radio networks in the world including the AIR FM. AM, FM and even
Satellite Radio have made a huge impact on the Industry in India. Most of the
media houses either already have a presence in the industry or are looking to get
a license in the next round. Famous stations are Radio Mirchi (of the Times
Group) has maintained a lead position in most cities it operates in and other
channels like Radio City, Red FM, Big FM, Fever, Radio One have also been
able to get significant traction. Till 1990 Indian economy was closed, no private
player was allowed to enter and Akashwani has the sole responsibility to cater to
the wide and culturally diverse Indian consumer base. In the last 5 years, the
Radio industry in India has seen a CAGR of approximately 20% and has grown
to a size of around Rs. 8.3 billion in 2008. By the end of the 2010, there were 245
Page | 1

active radio stations in India and had a market size of INR 10 billion. It registered
a cumulative growth rate of 11 percent from 2007 to 2010. The industry is
projected to grow at a CAGR of 20 percent over 2010- 2015 and is expected to
be INR 25 billion in terms of revenue. Phase III privatization of the radio FM is
expected to add 839 new radio stations in 294 cities. The government has
approved Foreign Direct Investment (FDI) in FM radio channels to 26 percent
from the current 20 percent. Ministry of Information and broadcasting is planning
to release additional frequencies in all markets, automatic renewal of license at
the end of the initial term of the license of the term. One of the major reasons for
such an interest in the industry is the increased profitability. The government has
cut the license fees to 1/10th of the previous amount.

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History of Radio in India

AIR (All India Radio)

All India Radio (AIR) is a national service planned, developed and operated by
the Ministry of Information & Broadcasting under the Government of India. Sound
broadcasting started in India in 1927 with the proliferation of private radio clubs.
The operations of All India Radio began formally in 1936, as a government
organization, with clear objectives to inform, educate and entertain the masses.

When India attained Independence in 1947, AIR had a network of six stations
and a complement of 18 transmitters. The coverage was 2.5% of the area and
just 11% of the population. Rapid expansion of the network took place post
Independence.

AIR today has a network of 223 broadcasting centres with 143 medium
frequency (MW), 54 high frequency (SW) and 161 FM transmitters. The coverage
is 91.42% of the area, serving 99.13% of the people in the largest democracy of
the world. AIR covers 24 Languages and 146 dialects in home services. In
External services, it covers 27 languages; 17 national and 10 foreign languages.

All India Radio comes under the Ministry of Information and Broadcasting
Government of India. A secretary and four joint secretaries who are supposed to
do the following jobs assist the minister of information and broadcasting:

Policy

Page | 3

Broadcasting

Financial Advisor and

Film

In order to help the joint secretaries in the execution of above jobs, there are
deputy secretary and under secretaries also.

Radio stations come in all sizes and generally are classifies as being either
small, medium or large market outlets. The size of the community that a station
serves usually reflects the size of its staff. For example, the station in a town of
five thousand residents may have six to eight fulltime employees in the station.

Medium markets are set up in more densely populated areas and in this type of
station; there are twelve to twenty employees. Mostly, overlapping of duties occur
in the larger stations, positions are usually limited to specific areas of
responsibility. Large stations may employ as many as sixty to hundred people
and as few as twenty depending on the nature of their format.

In All India Radio, Director General is the head of the organization, and therefore
it is a sensitive post requiring a wide cultural background, initiative, tact,
administrative abilities, sound judgment of matters and people, a deep
commitment to broadcasting and qualities of leadership of a high order.

Occasionally, Indian Administration Service Officers are assigned an additional

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task of Director General of All India Radio and since independence; there have
been around 15 IAS officers who have performed the task of Director General of
AIR.

There are Additional Director General and Deputy Director Generals also who
help the Director General is assisted by Director of Programmes. A Director
whose rank is equivalent to Deputy Director General heads news Division. The
Director is assisted by Chief News Editor, News Editor, Joint Director, etc. others
employed in the news department of the radio station are the News Readers,
Announcers, Translators and others.

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Private FM broadcasting in India

The first FM broadcasting in India was in the year 1977 at Madras. In the midnineties, when India first experimented with private FM broadcasts, the
small tourist destination of Goa was the fifth place in this country of one billion
where private players got FM slots. The other four centres were the big metro
cities: Delhi, Kolkata, Mumbai and Chennai. These were followed by stations in
Bangalore, Hyderabad, Jaipur and Lucknow.

Times FM (now Radio Mirchi) began operations in 1993 in Ahmedabad. Until

1993, All India Radio or AIR, a government undertaking, was the only radio
broadcaster in India. The government then took the initiative to privatize the radio
broadcasting sector. It sold airtime blocks on its FM channels in Indore,
Hyderabad, Mumbai, Delhi, Kolkata, Vizag and Goa to private operators, who
developed their own program content. The Times Group operated its brand,
Times FM, till June 1998. After that, the government decided not to renew
contracts given to private operators. In 2000, the government announced the
auction of 108 FM frequencies across India.

Radio City Bangalore is India's first private FM radio station and was started on
July 3, 2001. It launched with presenters such as Rohit Barker, Darius Sunawala,
Jonzie Kurian and Suresh Venkat.

Indian policy currently states that these broadcasters are assessed a One-Time
Entry Fee (OTEF), for the entire license period of 10 years. Under the Indian
accounting system, this amount is amortised over the 10 year period at 10% per
annum. Annual license fee for private players is either 4% of revenue share or
10% of Reserve Price, whichever is higher.

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Community radio in India

Community

radio is

radio broadcasting in

a radio service
addition

offering

third

to commercial and public

model

of

broadcasting.

Community stations serve geographic communities and communities of interest.

They broadcast content that is popular and relevant to a local, specific audience
but is often overlooked by commercial or mass-media broadcasters. Community
radio stations are operated, owned, and influenced by the communities they
serve. They are generally nonprofit and provide a mechanism for enabling
individuals, groups, and communities to tell their own stories, to share
experiences and, in a media-rich world, to become creators and contributors of
media.

In India the campaign to legitimise community radio began in the mid-1990s,

soon after the Supreme Court of India ruled in its judgment of February 1995 that
"airwaves are public property".[2]The judgment inspired several free speech
advocates, academics and community members across the country to being a
concerted campaign to legitimize community radio in India.

In 1996, a Bangalore based media advocacy group called VOICES organized a

gathering of community radio stakeholders. A declaration calling for the
establishment of a third tier of broadcasting, i.e. community broadcasting, was
signed. A suggestion that AIR's local stations should allocate regular airtime for
community broadcasting was put forward. Requests were also made for grant of
licences to NGOs and other non-profit making groups for running community
radio stations. Subsequently, UNESCO made available a portable production
and transmission "briefcase radio station" kit to VOICES to do experimental
broadcasts of programmes for a hands-on learning experience towards the
objective of setting up an independently-run community radio station.
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A UNESCO sponsored workshop, hosted by an Andhra Pradesh NGO, Deccan

Development Society (DDS) from July 17-20, 2000 in Hyderabad issued the
'Pastapur Initiative' on community radio that urged the government to take its
intentions of freeing broadcasting from state monopoly to its logical conclusion,
by making media space available not only to private players but also to
communities. This landmark document urged the government to create a threetier structure of broadcasting in India by adding non-profit community radio to the
already existing state-owned public radio and private commercial radio.

Simultaneously, several initiatives had already started working on community

radio in terms of production and dissemination of participatory programming. In
South India, Deccan Development Society worked with Dalit women's collectives
to start Sangam Radio, the programmes for which were made by the community,
but were 'narrowcast', i.e. played back to the community over cassette players at
group meetings. Another landmark initiative was jointly set up by VOICES
and MYRADA - called Namma Dhwani (Our Voices), where programmes were
produced by communities in and around the village of Budikote (about 100
kilometers from Bangalore), and were distributed over the nearest All India Radio
station and subsequently over the local cable network. In the west, Kutch Mahila
Vikas Sanghatan [4], a civil society group in Gujarat worked with the women
in Kutch District to produce programmes on local developmental and cultural
issues, and started broadcasting on the nearest All India Radio Station. In the
northern part, Alternative for India Development made programmes with
community members in Garhwa block ofJharkhand, and broadcast programmes
over the Daltonganj All India Radio Station. Community Groups in Chamba,
and Rudraprayag,

both

in Uttarakhand started

producing

participatory

programmes and broadcast over the World Space Satellite Radio network.

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Major players in Surat city

Radio Mirchi
Radio Mirchi is a nationwide network of private FM radio stations in India. It is
owned by the Entertainment Network India Ltd (ENIL), which is one of the
subsidiaries of The Times Group. Mirchi is Hindi for chili pepper. The tagline of
Radio Mirchi is "It's hot!"

Radio Mirchi maintains weekly music charts (or record charts) for India. The most
followed charts are Mirchi Top 20 (Bollywood Songs) and Angrezi Top 20
(English Songs). Both of these charts are a ranking of recorded music according
to popularity. These charts are published on a weekly basis in the Indian Englishlanguage daily newspaper, The Times of India, and on Radio Mirchi's official
website.

BIG FM
92.7 BIG FM is a nationwide private FM radio station in India owned by Indian
businessman Anil Ambani. It broadcasts at 92.7 MHz (92.7FM).

Currently, it covers 45 cities. This is the only private FM radio station which is
being broadcast from Srinagar and Jammu in Jammu & Kashmirstate.[2] It has
made an announcement to invest Rs. 4,000,000,000 dedicated to transmission
equipment, infrastructure and licensing; which would make the proposed network
the largest ever.

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From July 1, 2008, BIG FM included Singapore, the first city outside India, in its
broadcasting network. It broadcasts its programmes daily from 5 to 8pm on XFM
96.3, under the name of BIG Bollywood 96.3FM.
BIG FM's main tagline is Suno Sunao, Life Banao.
Radio City
Radio City is a FM radio station in India. It broadcasts on 91.1 (earlier 91.0 in
most cities) megahertz from Mumbai (where it was started in
2004),Bengaluru (started first in 2001), Lucknow and New Delhi (since 2003). It
plays Hindi songs, English and regional songs. It was launched in Hyderabad in
March, 2006, in Chennai on July 7, 2006 and in Vishakapatnam October 2007.
Radio City recently forayed into New Media in May 2008 with the launch of a new
mega music portal - PlanetRadiocity.com that offers music related news, videos,
songs, and other music-related features.

RadioCity has launched Fun Ka Antenna - Online Radio Station which plays hits
across genres including International, Bollywood, Indipop and Sufi among others.

Radio City Bangalore is India's first private FM radio station and was started
on July 3, 2001. It launched with presenters such as Rohit Barker,Darius
Sunawala, Jonzie Kurian and Suresh Venkat.

94.3 MYFM
One of the fastest growing brands in the radio space, 94.3 MY FM is the radio
business of D.B Corp Ltd. 94.3 MY FM took a bottom-up approach and started
functioning from the Tier II & III cities of the country where the Bhaskar Group
already had a stronghold. It set up its first station in Jaipur in the year 2006 and
slowly expanded to 17 cities to capture the hearts of the masses. It gained a
deep understanding of its audience and has constantly endeavored to stay
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ahead of the curve by offering unparallel content to its listeners. 94.3 MY FM

caters to the local flavor of the people and aims at becoming the voice of the
masses.
Spread across the 7 states of Rajasthan, Haryana, Punjab, Gujarat,
Maharashtra, Madhya Pradesh and Chhattisgarh, MY FM is available in Jaipur,
Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior,
Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur.
Vividh Bharti
The Vividh Bharati Service of All India Radio was conceptualized to
combat Radio Ceylon in 1957.[2] Within no time it proved to be a popular channel
of every household. Vividh Bharati radio channel was launched on October
2, 1957. The service provides entertainment for nearly 15 to 17 hours a day. It
presents a mix of film music, skits, short plays and interactive programmes,
Some of the old popular programmes of Vividh Bharati are 'Sangeet Sarita',
'Bhule Bisre Geet', Hawa Mahal, 'Jaimala', 'Inse Miliye', 'Chhaya Geet' etc., are
still distinctly recognized by the listeners. From time to time new programmes
were introduced like 'Biscope Ke Batein', 'Sargam Ke Sitare', 'Celluloid Ke Sitare',
'Sehatnama', ' Hello Farmaish', ' Sakhi Saheli' & ' Aaj Ke Phankaar'.

All these programmes are produced centrally at Vividh Bharati

Service, Borivili, Mumbai and up-linked to the satellite. 40 Vividh Bharati stations
across the country down-linked these programmes through captive earth stations
provided at each of these AIR stations. Some local programme windows are also
provided at these stations to give regional flavour to the listeners. These 40
Vividh Bharati stations are known as Commercial Broadcasting Service Stations
and are located at all major and commercially vibrant cities covering 97% of the
Indian population.

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94.3 MYFM- Indias Local FM network

One of the fastest growing brands in the radio space, 94.3 MY FM is the radio
business of D.B Corp Ltd. 94.3 MY FM took a bottom-up approach and started
functioning from the Tier II & III cities of the country where the Bhaskar Group
already had a stronghold. It set up its first station in Jaipur in the year 2006 and
slowly expanded to 17 cities to capture the hearts of the masses. It gained a
deep understanding of its audience and has constantly endeavored to stay
ahead of the curve by offering unparallel content to its listeners. 94.3 MY FM
caters to the local flavor of the people and aims at becoming the voice of the
masses.
Spread across the 7 states of Rajasthan, Haryana, Punjab, Gujarat,
Maharashtra, Madhya Pradesh and Chhattisgarh, MY FM is available in Jaipur,
Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior,
Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur.
94.3 MY FM's target audience is mostly youth and those 'young at heart' < 35
adults and it makes sure that it connect with them by reflecting the target
audience's personality, lifestyle, attitude, aspirations & dreams in every possible
way. Over the years, 94.3 MY FM's on-air strategy has evolved to reflect the
changing consumer mindscape. 94.3 MY FM has constantly reflected the
changing trends in the audiences. But while we change, we remain as close as
possible to our brand philosophy of always doing things differently by giving
things our own unique 'Jiyo dil Se' spin and connecting with our listeners on a
emotional level. MY FM also differentiates itself on the content level in its
markets through unique & exclusive shows.
94.3 MY FM's brand proposition - Jiyo Dil Se inspires listener by urging them to
follow their passion and dreams in every area of life by changing the way he

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looks at life. Jiyo Dil Se encourages listener to live life to the fullest while giving
the brand a young and vibrant feel.
Brand
MY FM's strategy aims to achieve mind leadership for the brand. This is possible
by ensuring brand experience on all consumer & customer touch points is in line
with the brand philosophy of MY FM.
True to its tagline, 'Jiyo Dil Se!', all initiatives are planned to engage & connect
with our listeners on an emotional level while offering them an opportunity to live
life heartily, in an effort to make the brand a household name. A lot of effort goes
into developing contests and promotions to keep our listeners interested and
involved in the product.
Customer experience through engagement is critical for the fulfillment of brand
promise you make to them. MY FM's marketing campaigns are devised in a
manner that enhances its brand image to consistently reinforce the brand
promise across a spectrum of touch points. Each of these touch points, as part of
our integrated platform, moulds the customer's impression of the brand and
engages all his senses.
Programming
Structured consumer research allows us understand listener needs &
preferences to keep us ahead of the curve and enables us to offer newer and
better content that's relevant & engaging.
MY FM's ever rising listenership growth is result of these sustained efforts
making us the most favourite radio brand in our markets - offering best choice of
music and popular RJs. MY FM also differentiates itself on the content level in its
markets through unique & exclusive show lineup; both weekdays & weekends.

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MY FM music is based on consumer preference identified through extensive

music research in each market. The playlist is tailored to suits their taste and
mood across day parts. Day starts with a soothing sound devotional band
comprising of chants and ends with a classic retro gold that offer a relaxed
unwinding experience to listeners.

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Organogram

National Hierarchy

Management
(Pawan Agarwal)

C.E.O
(Harish Bhatia)

Regional
head/Cluster head

Station Head
(Vishal Ganjawala)

Sales Executives+Sr.
Sales Ex+Head

Page | 15

Various Departments

Station
Head

Sales
Head

Page | 16

Sales
Dept.

Program
ming
Dept.

Sr.Sales
Ex.

Producer
, Promo
Producer
,
Copywrit
er

Sales Ex.

Program
ming
Head

Other
Function
s

RJs

Admin
and
Finance

Technical

Sales Department
How do 94.3 MYFM approaches new client?
The process of approaching the new clients at MYFM is a very simple process.
Usually the sales executive refers to the advertisements coming up on billboards,
newspapers and magazines on daily basis. A database is created of these
advertisements giving main reference to the date and address of the clients. On
the basis of these advertisements, the sales executive either takes an
appointment or approaches the new player in the market directly.

The executives have a basic objective of approaching the client by carrying a

ready customized power point presentation for the new clients on the basis of the
details given in the advertisement and including some innovative approach to it
that would help the clients attract their target audience. Many times it happens
that the clients are too new in the market and do not have enough funds to
allocate on its marketing activities especially through a radio, hence, in such a
case the clients would refrain from spending or entering into any kind of contact
with the radio station and would ask for little more time for it to settle down in the
market. The role of sales executives under such a situation is to prepare a power
point presentation and also a radio jingle which has to be always handy and it is
then presented to the new clients on varied occasions, say, Diwali,
Rakshbhandhan, Janmashtmi, etc.

The process involves taking the brief from the clients and knowing their
requirements in detail. Such specifications involve the time duration of the radio
ad, the changes in the voice over, the content quality of the ad (what to add and
to omit), the frequency (number of times the ad needs to be played) and the
occasion.

Page | 17

The following are the various aspects on the basis of which the clients enter into
contract with the company-

Ad rates- It is usually set at Rs.12/sec plus 12.36% tax rate. The standard rate is
usually negotiable only when the clients are ready to advertise for the maximum
duration of time say, 35-40 seconds and the ad being played for maximum
number of times which can vary from daily, weekly, monthly or yearly contracts.

Ad duration- The ad duration ranges from weekday contracts, weekends and

yearly contracts depending upon the motives of the clients. Taking the example
of its existing client, K Prakash Jewelers, who are into a yearly contract for fairly
a longer period of time.

Sometimes, a client promoting the sale of his shop which is an occasional

aspect, then he would like to play the ad on radio only on when the sale is about
to get over, say, may be last two days of the sale. Hence in such a case to attract
and aware maximum number of people to the store, the firm requests the client
of its approval to play the ad maximum times in these last two days. The charges
are negotiated accordingly with the clients. This way helps them to gain more
attention of the public as well as also result in maximum sale by the radio station.

Ad Share- It is a very common process followed by almost all the radio stations
across the country. The other players in the city approaches MYFM to share the
ad of its existing clients with them. Once the ad is shared a certain percentage of
revenue generated by the competitor is paid to MYFM. The ad of one of its client,
Sumul Dairy, is shared by other radio stations in Surat where the ad is being

Page | 18

made at MYFM and the competitors pays a consideration to MYFM in this

regard.

Programming Department
1)

Copy writer-

The main objectives of the clients to give advertisements on radio are as followsa.

Footfalls- which focuses only on increasing the customer visit to the

stores irrespective of whether they bring revenues or not. It is believed that even
if the customers approach the store by way of the advertisement on the radio and
do not purchase and anything from the outlet, still accounts for bringing more
customers by way of word of mouth publicity. If at present that customer is not
willing to spend the amount, in future he would be ready to do so just due to a
reason that he has once visited the store and have known of it and would be
ready to keep the store on his preference list. Their client C N Jewelers had
conducted an activity to promote its own production movie called as Shree
which engaged the public to visit the stores and collect the tickets from there and
also merchandise and goodies were distributed to the people who visited their
store.

b.

Brand hammering- the only motive here is to give an ad of max 10

seconds on the radio to make the public retain the brand in their minds. It is one
type of a sparkling ad of radio which comes after every interval to not let the
people forget the existence of a particular store in a particular area. One of the
clients of MYFM is Havmor Mobiles, Varacha which advertises with the purpose
of brand hammering.

Page | 19

c.

Increase the sale- here the motive is to increase the sales of the firm

through aggressive marketing strategy and attracting more customers to the

outlet who would engage in buying activities. This usually happens when the
store announces season sales or when the sale is about to get over. At such
times the ads are played for maximum number of times on the radio to keep the
customers coming to the outlet.

Ad making by copy writing department-

The process starts when the sales executives bring the brief from the new clients
which involves carrying details of the clients name, their specifications and the
tagline of their shops or brands. The clients also give the detail of their target
audience and their objectives. On understanding all the requirements, the client
either gives the USP (unique selling proposition) of their brand or their shop and
if the client is unable to do so then the copy writing team figures out their USP
and uses it in creating their advertisements.
94.3 MYFM does not only serve retailers but also service industry like Hospitals
and Real Estate Industry.
The various aspects that are taken into consideration by copy writing department
before making an advertisement for the new clients are as follows

To conceptualize such ideas that will generate maximum response.

To do WWW i.e Who, What and When with the clients before beginning.

Unique ideas- no two ideas would be similar.

Clutter breaker- Their ideas would generate maximum sales or buzz for

MYFM.

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Updated- copywriter at MYFM are constantly updated with the best ads

around the world.

Proactive ideas- MYFM generates ideas proactively for itself and its

clients.

Perfection- to ensure perfection and accuracy in the copy, presentation

and ideas.

Awards and recognition- to have the basic goal of fetching maximum

awards at all the forums of MYFM.

Client connect- to be constantly in touch with the clients at all the

occasions and develop a friendly approach with them so that they always stay
loyal to MYFM.

2)

Producer and Programming Head-

The producer and the programming head is the other important category under
programming department. The main task of these is people are to line up the
shows or programs on the channel. The shows are lined up seeing the peak and
the non peak hours. The office timings, house wife work timings etc are taken
into consideration before putting up the show on air. The promotional producers
along with the copywriters are engaged in making advertisements for their
existing clients as well for any prospective client. They look into the management
of the show and the sequence that need to be followed to grab maximum
attention. The producers look into the overall management of ad making as well
as lining up the shows.

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3)

Radio Jockeys (RJs)-

The existing RJs of 94.3 MYFM are Mahek and Mihir while the few RJs belong to
Ahemdabad. The biggest task of RJs is to make themselves friendly and
acceptable by the people of Surat. For this particular reason various events are
being organized where local people participate and come into contact with them.
They keep themselves updated with the latest happening in bollywood as well as
try to share something new with the audience. Also they invite people to
participate and share their reviews on the current topic happening in the city or
the country.

Other functions
1)

Finance department

This department managed the financial aspect of the firm. The finance which was
collected is used is conducting events, contests and distributing gifts and
vouchers. These vouchers could at times be sponsored by the client who would
be interested in promoting his own firm and make customers visit it in large
numbers. Also the finance department looked into the office requirements, or
serving the clients on specific occasions through cakes and bouquets.

2)

Technical Department-

This areas a very crucial role in airing the programs, looking into the function of
server or any technical assistance required by the RJs or the other employees of
the firm.

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3)

Admin Department-

The name itself suggests the task performed by them. The overall management
of the firm is under their control. It co-ordinates the working of all the departments
and bring mutuality amongst them. Any issues causing problem in the work are
being reported to this department.

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CSR activities conducted by MYFM.

MYFM has constantly promoted various corporate social responsibility activities;
individually or by joining hands with corporate houses. Heres the insight on few
of them.

PAANI KI RANIThis was the activity organized during Holi to promote the campaign of Save
Water and aware people for using minimum water in this occasion. Also during
this time World Water Day was approaching. Women from all around the city
were asked to participate in this event to encourage Tilak Holi wherein no
artificial colours were used to celebrate Holi. The women who participated were
asked to give tips on how to conserve water. Approximately 200-300 females had
participated in this event.

THINK, EAT, SAVE-

This is one of the latest initiatives undertaken by Rajhans Desai Jain group.
They are one of the clients of MYFM who are entering into catering business.
THINK, EAT, SAVE is one of CSR activities that is conducted by MYFM on
behalf of their clients. This activity aims at achieving two goals at a time. The
very obvious goal is to aware people on not wasting food even when they can
afford to have expensive meals as there are many people who stay hungry all
around the city. This initiative helps people to have an idea of the new company
up in the catering business.

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Review of Literature

Brand Awareness is the extent to which a brand is recognized by

potential customers, and is correctly associated with a particular product.
Expressed usually as a percentage of target market, brand awareness is the
primary goal of advertising in the early months or years of a product's
introduction.
Brand awareness is the extent to which the consumer associates the brand with
the product that they wish to purchase. It is the brand recall and the brand
recognition of the company to the consumers. Brand recall is the ability of the
consumer to recollect the brand with reference to the product where as brand
recognition is the potential of the consumer to retrieve the past knowledge of the
brand when enquired about the brand or shown an image of the brand logo.
Brand awareness is an essential part of brand development which helps the
brand to stand out from the others in this monopolistically competitive market.

The literature will begin with a brief discussion of the extent literature on brand
awareness.

Followings are summary of authors views regarding brand

awareness.

Authors Emma Macdonald and Byron Sharp share the following-

The Role of Brand Awareness

Rossiter and Percy (1987) describe brand awareness as being essential for the
communications process to occur as it precedes all other steps in the process.
Without brand awareness occurring, no other communication effects can occur.
For a consumer to buy a brand they must first be made aware of it. Brand
Page | 25

attitude cannot be formed, and intention to buy cannot occur unless brand
awareness has occurred (Rossiter & Percy 1987; Rossiter et al. 1991).In memory
theory, brand awareness is positioned as a vital first step in building the bundle
of associations which are attached to the brand in memory (Stokes 1985). The
brand is conceptualised as a node in memory which allows other information
about the brand to be anchored to it (Aaker 1991b). The conceptualisation of a
network of brand associations in memory with the brand as a central core has
been put forward by many others.

Brand Awareness in Decision Making

The above two roles of brand awareness should be well known to marketing
managers. The role of brand awareness in decision theory is probably less well
known.

Brand awareness and the consideration set. Brand awareness has been
hypothesised to play a crucial role in determining the consideration set: the small
set of brands which a consumer gives serious attention when making a
purchase. The composition of this small set of brands which are considered
during decision-making is important. A brand that is not considered cannot be
chosen, and further, the probability of the brand being chosen is a function of the
number of other brands in the consideration set, for instance, the probability of a
brand being selected from 1, 2, 3, or 4 brands, decreases rapidly from 1.0 to 0.5,
0.33, and 0.25 respectively.

A brand that has some level of brand awareness is far more likely to be
considered, and therefore chosen, than brands which the consumer is unaware
Page | 26

of. Additionally, the strength of awareness of the brands within the consideration
set can also be significant. Wilson (1981 cited in Woodside & Wilson 1985)
confirmed the importance of top-of-mind awareness in a study which found that
the higher the position of the brand in the consumer's mind measured by unaided
recall, the higher the purchase intention and the higher the relative purchase of
the brand. In another study, increases in brand awareness were shown to
increase the probability of choice even without any accompanying change in
attitude or perceptions.

Brand awareness as a heuristic

Brand awareness can also affect decisions about brands within the consideration
set (Hoyer & Brown 1990; Keller 1993). Consumers may employ a heuristic
(decision rule) to buy only familiar, well-established brands (Roselius 1971;
Jacoby et al. 1977, both cited in Keller 1993). Consumers do not always spend a
great deal of time making purchase decisions. In a study of pre-purchase search
for laundry powder, Hoyer (1984) found that the median number of packages
examined in-store was 1.2 before a selection was made. Dickson and Sawyer
(1986) found that for purchases such as coffee, toothpaste and margarine, the
consumer took an average 12 seconds from the time of first looking at the shelf
to the time they placed the item in their trolley. In many cases consumers try to
minimise the costs of decision making in terms of
time spent, and cognitive effort, by employing simple rules of thumb, such as 'buy
the brand I've heard of'. In such situations, the consumer may lack the motivation
or the ability to judge between brands

Page | 27

Brand awareness enhances perceived quality

A further way brand awareness may affect choice within the consideration set is
by influencing perceived quality. In a consumer choice study by Hoyer and Brown
(1990) over 70% of consumers selected a known brand of peanut butter from
among a choice of three, even though another brand was 'objectively' better
quality (as determined by blind taste tests), and even though they had neither
bought or used the brand before. This result is even more surprising considering
the subjects were given the opportunity to taste all of the brands. Just being a
known brand dramatically affected their evaluation of the brand. Intuitively, this
makes sense: a consumer may rationalise that if they have heard of a brand, the
company must be spending a fair sum on advertising. If it is spending a lot on
advertising, then the company must be reasonably profitable which means that
other consumers must be buying the product and they must be satisfied enough
with its performance, therefore the product must be of reasonable quality. Stokes
(1985) found that for a low involvement product (rice) familiarity had a greater
magnitude of effect on the quality perception of a brand than either price or
packaging. And further, that familiarity had a significant effect on purchase
intention whereas price and package design did not.

Marketing Radio
Marketing and promotion may be conducted on-air using the station's own airtime
or off-air through its website or using other media and real-world opportunities,
the balance between these depending on the objective. While a relatively
successful station can increase its total listening hours simply by talking on-air to
existing listeners, enticing them to listen longer, it could take a very long time to
increase the weekly reach of a station without using other opportunities to
address non-listeners.
Page | 28

Radio can be promoted to a driver while they are driving, office workers during
their working day and web surfers while they are using the internet. And in each
case they may be able to respond to the invitation immediately.

Acc. To Michael Keith (1987: 30) and Wilby and Conroy (1994: 56)

JinglesThe primary purpose of a recorded station identification ('ident') is to aid listeners

recall the station name, so that it is correctly credited in a research diary, the
carefully produced ident can convey more than the name of the station. With
skilful use of music and sound effects called 'image orchestration' - it can
communicate an image, slogan, feeling or emotion about the station and make
the whole concept more memorable.

The use of a variety of jingles from the same package create a total sound or
atmosphere for the station. Wilby and Conroy (1994: 56) continue: 'Jingles work
both as signposts and as aural punctuation for output; they mark particular points
in a programme by acting as bridges between items and enabling a presenter to
round off one item before changing the direction or mood of the programme to
set up the next one.' They also provide: 'a pedestal upon which the personality of
the presenter is placed. A professional-sounding jingle that proclaims "Chris
Shendo on CWFM" contributes to the presenter's authority and 'personality'
status.'

Page | 29

On the basis of the various articles referred for brand awareness of a radio
station following can be summarized-

The customers or the retailers consider a particular radio station keeping

in mind the popularity it hold among the local public.

A radio station, in order to maintain its standard in the minds of the people

have to continuously update its jingles, improve it perceived image and up breast
with the current trends.

In the era of social media, a radio station needs to be on various social

networks such as Facebook, Twitter, Linkedin, where the youngsters and the
coporate world stay.

The off- air Branding is very important of a radio station to introduce new

listeners to the brand (telling them how to find it); to encourage further use by
previous listeners; and to reinforce the choice made by current listeners. On-air
branding has just two main objectives: to encourage the existing listener to stay
longer and return sooner; and to encourage them to talk about the station to nonlisteners.

Any radio station has to be constantly in touch with the local public for

them to be easily accepted by the people of that city which would result in more
listenership and loyal clients for the radio.
Page | 30

1)

Problem Statement-

Retailers are very crucial for any radio station for it to run successfully. Also 94.3
MYFM is being known to many retailers, then why is it that retailers prefer other
modes of advertisement than a radio (MYFM)?

2)

Objective of study-

The core motivation behind carrying out this research study is as follows-

To know the awareness of brand 94.3 MYFM in the minds of retailers who

are the major clients for any radio station.

To know the top of the mind recall as they hear the name 94.3 MYFM, is it

the tag line which helps them remember the name or the RJs of 94.3 MYFM who
stay connected to the people of Surat city.

To identify the most appealing content of 94.3 MYFM, which could be

either Songs, RJ talks, Sparkling or Commercials.

Page | 31

3)

Research DesignDescriptive research

The research design used in my project is Descriptive design which involves

both the aspects and elements of qualitative as well as quantitative research
methodologies. Using both the methodologies, this design help us to know what
it is.

Sources of Data

Primary DataThe entire project relies mainly on primary source of data. Data that has been
collected from first-hand-experience is known as primary data. Primary data has
not been published yet and is more reliable, authentic and objective. Primary
data has not been changed or altered by humans; therefore its validity is greater
than secondary data.
Importance of Primary Data:

Validity

Authenticity

Reliability

Sources of Primary Data:

Sources for primary data are limited and at times it becomes difficult to obtain
data from primary source because of either scarcity of population or lack of
cooperation. Regardless of any difficulty one can face in collecting primary data;
it is the most authentic and reliable data source. Following are some of the
sources of primary data.
1.

Experiments

Page | 32

2.

Survey

3.

Questionnaire

4.

Interview

5.

Observations

This project made use of the various tools of primary source of data. The tools
that are being used are as follows-

1.

Questionnaire-

A series of total 12 questions had been prepared to form a questionnaire. These

questions were framed keeping in mind the retailers of Surat city who are the
listeners of radio as well as use it as a source of advertising. The questionnaire
were filled up by them where in assisted them in all the ways. The questionnaire
can be referred to in the appendix.

2.

Interview-

Along with the questionnaire filling, I had taken their reviews in open ended
question as to know what the listeners really expected out of any radio station.
This gave me more insight on analyzing every question and under what
circumstance they had answered to a particular question.
Also my personal experience of working in MYFM helped in making this project.

Secondary Data-

Data collected from a source that has already been published in any form is
called as secondary data. The review of literature in nay research is based on
secondary data.
Page | 33

The secondary data used here are mostly the companys website, interaction
with the employees. Sometimes it was difficult to obtain primary data due to less
co-operation from the retailers hence I had to rely on public statistics and
references from the company.

Sources of Secondary Data:

1.

Published Printed Sources: There are varieties of published printed

sources. Their credibility depends on many factors. For example,

Journals/periodicals

Magazines/Newspapers- City Bhaskar

2.

Published Electronic Sources: As internet is becoming more advance,

fast and reachable to the masses; it has been seen that much information that is
not available in printed form is available on internet

E-journals

General website

Companys website

3. Unpublished Personal Records: Some unpublished data were used in

ceratin cases.

Diaries

Reports

Population

Page | 34

A research population is generally a large collection of individuals or objects that

is the main focus of a scientific query. It is for the benefit of the population that
researches are done. However, due to the large sizes of populations,
researchers often cannot test every individual in the population because it is too
expensive and time-consuming.

A research population is also known as a well-defined collection of individuals or

objects known to have similar characteristics. All individuals or objects within a
certain population usually have a common, binding characteristic or trait.

Since the target group were mainly the retailers from areas such as Ghod dod
road, Parle point, Pipload, Chauta Bazaar etc. the sample size was kept as 100.
There was no proportion decided on the basis of gender because a retailer was
not necessarily a male. The sample size was decided keeping in mind the areas
which were covered.

Sampling Design

A sample design is a definite plan for obtaining a sample from a given population.
It refers to the technique or the procedure the researcher would adopt in
selecting item for the sample.
In this research Non Probability research design is used.
Sampling area- It covered areas like Ghoddod road, Iscon Mall, Rahul Raj Mall,
Chauta Bazaar to gain the reviews of the retailers In these areas.
Sampling unit- Sampling unit may be defined as an individual, pair or group of
persons included as respondent. In this research the sampling units were usually
the individual retailers or the partners who carried out the venture together or had
taken up the franchisee from the main company.
Page | 35

4) Data analysis

Q.1) Give the names of radio stations that you are aware of in Surat city?

Radio Stations

Radio Station known by people

Vividh Bharti

37

radio Mirchi

81

Radio City

63

Big FM

40

MYFM

75

90
80
70
60
50
40

30
20
10
0
Radio
Stations

Page | 36

Vividh
Bharti

radio Radio City Big FM

Mirchi

MYFM

InterpretationOn conducting the survey it was known that since there are only five radio
stations in Surat hence, people are aware of all the radio stations. There were
very few people who do not belong to Surat and hence they are only aware of the
radio stations that they had listen to at their native places as for example Vividh
Bharti which is an All India Radio, Radio Mirchi,. 94.3 MYFM being present only
17 cities and 17 states is not very known to people who belong to other city. The
above figure shows that Radio Mirchi is being known by max number of people
after which 94.3 MYFM follows. The least being known is 92.7 BigFM as its
popularity is less at Surat level.

Page | 37

Q.2) How do you come across listening to radio?

listening to radio
Cumulative
Frequency
Valid

Percent

Valid Percent

Percent

Leisure time in car, at home

74

74.0

74.0

74.0

Inclination towards program

14

14.0

14.0

88.0

Through reference

10

10.0

10.0

98.0

2.0

2.0

100.0

100

100.0

100.0

,etc

No other source of
entertainment
Total

Page | 38

InterpretationThe main objective to ask this question to the retailers was just to know their
listening habit. This question gave us more insight on the inclination of the
retailers towards radio. It was noticed that retailers being into such business
could not devote much time to radio and maximum number of people preferred
listening to radio only in their leisure time, as we can see through the highest
percentage i.e. 74 and this is followed by the second option that is their
inclination towards shows like Mirchi Murga, Love Guru, etc which fascinate them
to listen to radio getting 14%. Some people believe in word of mouth publicity
and prefer listening to a particular program when being referred by family or
friends.

Page | 39

Q.3) How often do you hear radio?

Frequency
2-3 hrs
3-5 hrs
5 hrs and more
Less than 2 hours
Total

Page | 40

Percent
41
15
8
36

41
15
8
36

100

100

Interpretation
This question was asked to know the amount of time the retailers devoted to
listening to the radio. Being into such an occupation it was seen that the retailers
are very busy with their work and the maximum they could devote 2-3 hours and
at times even less than that. This could be seen with the fact in the previous
question where the maximum retailers listened to the radio only in their leisure
time while driving to work or back home and that is why such less time is devoted
to the radio. The option 5 hours or more existed the least among the retailers due
to time constraints and less fascination towards radio.

Page | 41

Q.4) Which mode of advertisement do you prefer?

mode of advertisement
Cumulative
Frequency

Percent

Valid Percent

Percent

print ads

11

11.0

11.0

11.0

billbords

10

10.0

10.0

21.0

radio

14

14.0

14.0

35.0

others

8.0

8.0

43.0

57

57.0

57.0

100.0

100

100.0

100.0

Not Available
Total

60
50
40
30
20

10
0
print ads

billbords

radio

mode of advertisement

Page | 42

others

Not
Available

InterpretationThe core objective behind this question was to know which mode of
advertisement was most preferred by the retailers. The retailers in the Ghoddod
area preferred giving advertisements through print ads through local newspaper
or through phone texts. Other times it was noticed that certain retailers never
really felt the need to advertise their shops and hence there was no mode of
advertisement used by them. Also in the places such as Iscon Mall, Rahul Raj
Mall it was seen that the shop owners had taken up the franchisee such as Pepe
jeans, Biba and in such case they were not allowed to advertise on their own as
such decisions lied in the hands of Head Office so we see a higher 57% for not
available. After radio it was seen that print ads was the most preferred source.
Retailers also believed in word of mouth publicity and did not believe much in
spending heavily on advertisements.

Page | 43

Q.6) Rank the following as per your preference.

94.3

Radio

Radio

MYFM

Mirchi

City

Big FM

Vividh
Bharti

Ranks
1

14

48

19

12

40

23

12

17

31

19

32

18

13

36

38

20

72

Page | 44

Ranking of various stations

80
70
60
50

1
2

40

3
30

20

10
0
94.3 MYFM

Radio Mirchi

Radio City

Big FM

Vividh Bharti

InterpretationThis question was primarily asked to know at what position 94.3 MYFM does
stand. The first block shows the detail of 94.3 MYFM which depicts MYFM has
got the highest number of times second rank amongst all the radio station that is
40% listeners have ranked it 2. In the second block it is seen that Radio Mirchi
has bagged the highest number of times rank first. The second block gives a
depiction of rank third which has been taken by radio city by 32% population. Big
FM grabs rank fourth as it is second least preferred radio station by the retailers
for advertisement as well as for leisure. Vividh Bharti being not developed too
well with the current trends is the least preferred. Certain retailers who were
middle aged people still preferred it due to it originality and it essence.

Page | 45

Q.7) What comes to your first when you think about 94.3 MYFM?

Factors that first come to the mind when

retailers think of 94.3 MYFM

Frequency

RJ Mahek/RJ Mihir

Salaam Surat,etc.

Chingam Boy

53

Zindagi Express

My top 30

Jiyo Dil Se!

72

Page | 46

Factors leading to Brand Recall

80
70
60
50
40
Frequency
30
20
10
0
RJ Mahek/RJ
Mihir

Salaam Chingam Boy

Surat,etc.

Zindagi
Express

My top 30

Jiyo Dil Se!

InterpretationThe above question was asked to know how is the brand 94.3 MYFM recalled by
the retailers. The criteria was to know the impulsive response of the people as
soon as they hear or come across the name MYFM. While doing this it was
known that the tagline of 94.3 MYFM which is Jiyo Dil Se! scored the highest
by a frequency of 72. Since this was a multiple option type question, one person
had more than one choice for the same, which means the same person who
opted for Jiyo dil se was the one to choose Chingam Boy or any other option.
The brand is best remembered by its tag line and it is followed by the option
Chingam Boy. It is due to the quirky and a whacky voice over of Chingam Boy
which makes it second best way of recalling the radio channel 94.3 MYFM.

Page | 47

Q.8) What would you like to hear on 94.3 MYFM?

Choices/Preferances

Frequency

RJ talk

25

Local Issues

49

Bollywood News

35

Advertisements

Others

Retailers preference

50
45
40
35
30
25
20
15
10
5
0

Page | 48

Frequency

InterpretationsIt was basically asked to know what are the list of programs that are most
favored by the retailers. Amongst all the options it was seen Local Issues was
favoured 49 times which was by Bollywood news by 35 times. The reason behind
the local issue was that since people listened to radio usually while going for
work they would want themselves to be updated with the important happenings
of their city as a radio is the best way through which they can know what is
happening around them. Most of the retailers belonged to youth category and
hence they wanted to know more about the glamour world and keep themselves
updated that ways. The female retailers who liked the way RJ Mahek connected
herself to the people of Surat wanted to hear more of RJ talks and interact with
her which made it the third most frequently preferred program of 94.3 MYFM.
The advertisements being the crucial part of any radio station is being
disregarded by the retailers as at times it goes over the board. There were
innovative programs suggested by the retailers that could help to entertain the
senior citizens as well as certain educational program for the kids.

Page | 49

Q.9) If you do not listen to 94.3 MYFM what are the probable reasons?

Reasons for not listening to MYFM

Frequency

Less awareness of 94.3 MYFM

11

Preference to other stations

23

Irrelevant information

less variety of songs

Commercials

40

Lack of variety

21

Lack of time

32

Reason for not listening to 94.3 MYFM

45
40
35
30
25
20
15
10
5
0

Page | 50

Frequency

InterpretationAt times it happens that the customers cannot recollect the reason for not
listening to a particular radio station and for the same a variety of reasons were
provided to them on which they could have more than one option. These reasons
are as above. It has been noticed, irrespective of any radio channel, the retailers
would always look forward for such a station that would air minimum
advertisement on it as the most probable reason is due to too many commercials
that the people come across. Commercials have got a frequency of 40. The
second probable reason is the lack of time. The retailers being into such a
business where they have crowd of people coming to their shops any time hence
they get very less time to devote to listening to a radio and that is why they do
not have any specific reason for not favoring MYFM getting a frequency of 32.
Also there are competitors of MYFM and there is a strong loyalty towards a
particular channel that we see amongst the people. The other reasons played a
very nominal such as lack of variety of songs, etc. Since many people are also
from other cities and hence this was one of the reason affecting the people for
not listening to MYFM.

Page | 51

Q.10) List few factors that you would consider when you are deciding what
station to listen to?

This was an opened ended question and the retailers were asked to answer
precisely with the factors that they consider before listening to a radio.
More than anything, songs was the most important criteria for selecting any radio
channel. The variety of songs that people wanted to hear ranged from old
melodies to romantic songs, also regular update with the songs of upcoming
movies. There was special attention given where senior citizens were focused on
and something that could serve them. Commercials were the least preferred and
the radio channel was switched as soon as they started off. Any station providing
regular updates of current news, cricket scores, was taken into consideration.
The teens also expected a show that could entertain them. People usually
wanted to refresh their minds for which Sitcoms were mostly preferred and
programs that could make them smile.

Page | 52

Q.11) How would you rate the following out of 10 point scale?

Features

Below 3

3 to 4

5 to 8

9 to 10

(Poor)

(Average)

(Good)

(excellent)

Songs

16

33

51

RJ Talks

20

53

20

Commercials

17

42

37

Ratings to the attribute of 94.3 MYFM

60
50
40
30

Songs

20

RJ Talks
Commercials

10
0

Page | 53

(Poor)

(Average)

(Good)

(excellent)

Below 3

3 to 4

5 to 8

9 to 10

On the basis of above table we see that on average Songs have got the
maximum scores of 9-10 which means 51% people like the songs played on
MYFM. The RJs of MYFM are rated in the range of 5-8 which is in the Good
category. The RJs have been doing a fairly good job in staying connected with
the people of Surat by conducting events where they actively participate and
build friendly rapport with them.
The commercials being the least preferred thing by the public has fallen in the
category of average wherein 42 people out of 100 rated it accordingly. This data
shows that 94.3 MYFM scored the least on it advertisements. This may be due to
the listeners who are more of interested in only listening to the songs.
Commercials cannot be avoided by any radio station as these are the critical for
them.

Page | 54

Q.12) Are you loyal to 94.3 MYFM?

customers' loyalty towards MYFM

Frequency
Valid

totally agree

Percent

Valid Percent

Cumulative Percent

2.0

2.0

2.0

agree

26

26.0

26.0

28.0

neutral

56

56.0

56.0

84.0

disagree

14

14.0

14.0

98.0

2.0

2.0

100.0

100

100.0

100.0

totally disagree
Total

Customers's loyalty towards 94.3 MYFM

100
90
80
70
60
50
40
30
20
10
0

Frequency

totally
agree

Page | 55

agree

neutral

disagree

totally
disagree

Total

InterpretationOn interacting with the retailers of different areas it was known that people did
not have complete loyalty towards any station. They switched the station as and
when they wanted to depending upon the programs being aired. They did not
have strong liking towards any station but when it came to advertising they
preferred much renowned station that the public prefers to hear the most. Some
people were found to be loyal towards 94.3 due to the reason that its RJs used a
mixture of national language to communicate with people which was acceptable
to the local crowd as well as people recently settled down in Surat.

Page | 56

5)

Limitations of study

The entire process of conducting the research was knowledgeable and

experimental in nature and provided me an insight on certain aspects of what the
retailers expect from a radio station. To its effect there were certain obstacles
that were being faced to conduct the entire research process. These are as
follows

The retailers were unaware of the process of survey and were not ready to

share any information fearing it can hamper the companys image.

Lack of awareness of the various radio stations in retailers aggravated the

problem all the more as they got confused about the various programs and RJs
of different radio station.

In certain cases where owner had taken a franchisee of a particular brand,

they were not aware of the mode of advertisement that is being used by the main
company.

The very common hurdle was the lack of time that the retailers faced due to

the customers visiting their stores and because they were less attentive and cooperative towards questionnaire filling.

Page | 57

Findings
The above analysis helps us to get the following findings which are as under It was noticed that like the other major radio stations the retailers of Surat
city were very well known about 94.3 MYFM. They are familiar with the
content, programs as well as the RJs of 94.3 MYFM. Many of them are
aware of the activities that take place in MYFM and actively participate in
them. But when asked about the reason for not using MYFM as a mode of
advertisement it was known that the retailers were established and they
were not interested on having expenditure on advertisements.
The top of the mind recall was mostly the tag line of 94.3 MYFM which is
Jiyo Dil Se! It is mainly due to the impact of continuous hammering of the
brand at regular interval which stays in the minds of retailers and that is
how they remember it. The next best top of the mind recall is the Chingam
Boy which is due to the whacky voice of the speaker which make sit easy
for them to recall every time when MYFM is heard.
Like any other radio, MYFM also has a variety of content such as Songs,
various talk shows on certain topics, etc and the commercials too. It was
very important to know what motivated the retailers to hear on MYFM and
what other things are they looking forward to hear on it. There were few
suggestions regarding the shows for different category of people to attract
large number of listenership.

Page | 58

Conclusion
On the conducting the research and talking to the customers on one on one
basis it was evident that the majority of the retailers were aware of 94.3 MYFM.
They had awareness about its tag line which is Jiyo Dil Se! They also know the
RJs of 94.3 MYFM and the shows conducted by them. Certain retailers who had
just established recently in Surat had little knowledge about this radio station but
were keen on giving an advertisement for their venture on the radio.

The retailers freely and open heartedly suggested ways on improving the quality
of programs that are being aired on any radio channel. It was also noticed that
due to less options of radio channels almost all the radio channels are being
heard by the people on random basis. Vividh Bharti being the oldest and the
most traditional one was preferred only by the people of certain area and age
category. Usually middle aged people were fascinated towards the originality and
the old songs that are played more often on Vividh Bharti and a liking for it. Also
people having their shops in areas such as Chauta Bazaar were found to be less
inclined towards the private and the modern radio staions which included MYFM
as well.

There was not strong loyalty seen in anyone towards MYFM as either they were
less aware of it or lacked time due to the busy schedules of their work. This
research helped me find out where exactly MYFM stood in the minds of the
retailers and it was mostly through its tagline and shows like Salaam Surat or
Chingam Boy which helped them recollected about the brand name itself.

Page | 59

Suggestions
Here are the few suggestion which could be implied on the basis of the survey
conducted and retailers point of view.

Like any other listener, even the retailers want the commercials should be

limited in nature and must not overpower the other programs which tend to loss
of interest amongst the people in listening to that particular channel. The
advertisements were found to be little less appealing to the local public and they
expected something very innovative and natural.

The very important suggestion was that MYFM or any other channel must

segregate the programs on the basis of listeners belonging to various age groups
and plan the shows on the basis of time when they are most likely to hear the
radio. This would increase their listenership and also attract more people towards
the radio.

Songs played the crucial role for any radio but it is seen that the retailers

love comedy and light hearted programs. Commercials must be reduced and
comedy programs must be given space instead.

The people of Surat must be updated with the latest buzz of the city and

there must information about it at regular intervals. This may be regarding the
traffic condition in any area, or some events being carried out a particular place
or educational information for the students so that all the genre of people do not
miss on anything.

The retailers being not only Gujarati, preferred RJs to communicate mostly

in the national language which can attract them to hear MYFM more.

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