National FM players ahead of regionals: MRUC

Written by Chandan Banerjee | Kolkata, Oct 30 | Updated: Oct 31 2007, 07:56am hrs
National FM broadcasters are well ahead of regional players, especially in vital areas such as content selection, designing and presentation, according to a survey conducted by the Media Research Users Council (MRUC).

Radio Mirchi heads MRUC's Indian Listeners Track (ILT) list, followed by RED FM and BIG FM.

In Kolkata, Mirchi has 2.3 million listeners (52.4%), BIG (27.9%) and RED (16.2%).

As far as local channels go, Amaar FM has 0.38 million listeners, Power FM 0.27 million, and Friends FM 0.23 million.

According to the Kolkata head of a national channel, the good performance is the result of team effort. "The programming, sales and marketing divisions work hard to keep track of the tastes and demands of listeners. We deliver accordingly. So, we expected our ILT figure," he said.

The Rs 360-crore FM industry, which is expected to grow at the rate of 40% a year, is launching an increasing number of stations across the country.

According to Tarun Katial, the chief operating officer of BIG FM, content is king. The management has to be alert about demand, and satisfy accordingly.