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Wednesday, April 09, 2008 at 0032 hrs Radio Audience Measurement (RAM), an independent division of TAM Media Research that serves as a measurement of number of radio listeners introduced in October last year, will be extending its services to Kolkata by July 2008. Subsequently, RAM will be introduced in Chennai and Hyderabad respectively by the end of 2008, according to industry sources. Following this, it will venture into other metros and tier-I cities.
Currently RAM, a joint venture between market research firm IMRB International and Neilson Media Reseach, is operational in the cities of Delhi, Mumbai and Bengaluru. On being asked Pradeep Hejmadi, head, RAM, and vice president TAM Media confirmed RAM's entry into Kolkata this summer. "We have already completed our baseline study for Kolkata, a pre-requisite for RAM before it rolls out its services in any particular destination. We will offer services in Kolkata latest by July 2008”. However, Hejmadi refused to reveal further expansion plans into other cities. “We are taking a step by step approach and currently our focus in on the Kolkata roll out”. Another TAM Media Research official said, “We are constantly in consultation with industry people. Any further official decision will be taken only after industry people are taken into confidence”.
The introduction of RAM was one of the key developments in October 2007 in the Indian radio industry. Other than RAM, other radio listener measurement tools include Indian Listnership Track (ILT) from Media Research Users Council (MRUC). Overall radio advertising revenue, that was at Rs 31.8 crore in 2005, was estimated to have touched around Rs 68 crore in 2007, a figure that would still be around 6% of the total media ad pie. While a majority of the stations contributed to the RAM service, the initial findings released by RAM led various FM radio players to stake claim to have topped the chart in various categories like reach, listenership etc. RAM on the lines of TAM ratings is supposed to spearhead growth in advertising for the radio industry by making the measurement of Return On Investment more scientific and assessable.
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