But, will it succeed in becoming aaj ke zamaane ka radio station? Finds Pawan Chabra...
It was almost a decade back when the Radio industry in India witnessed privatisation, thanks to the government that finally waved its magic wand over this dying industry and paved the way in for private players. Not many, for sure, would have then known that this humble ‘restart’ would one day lead the industry towards an era where it would find itself loaded with scores of buzzing activities.
Cut to today, and the situation is such that the players in the industry are taking various initiatives to break the already cluttered space to make their presence felt. The players are not only trying hard to beat the competition heat, but are also resorting to various marketing strategies to stay relevant in an industry that has huge potential.
So, when now everyone is talking about ‘youth’, ‘the young’ and ‘Gen-X’, it’s 93.5 Red FM that is among the first few that seems to have identified the need of the hour. In fact, it has been busy revamping its sound and feel for the past one month now. The channel is repositioning itself as ‘aaj ke zamaane ka radio station and not baap ke zamaane ka’ and promises to play songs that are released post 2000 with an aim to become a youth centric channel. Apart from repositioning, Red FM made news a couple of months back (in August) when the company rebranded all its 38 SFM stations under a single Red FM’s umbrella. “Over the last few months, we had introduced songs belonging to a slightly older era since they tested well with our TG. But, we realised that while these songs were popular, by airing them we were confusing our target audience who had come to expect only the latest superhits on Red FM. Thus, the rationale behind the move is to go back to our roots,” explains Anuj Singh, National Marketing Head, Red FM.
However, so far, the repositioning initiatives have been limited to Delhi. “Radio is a local medium and audiences in different parts of the country. For instance, the difference between the audience in North East India and the audience in Andhra Pradesh is same as the difference between chalk and cheese. So while the repositioning will work with listeners in Delhi, it may not achieve the same amount of success in other markets. As of now, we don’t have any plans of extending it to other regions, however if our research leads us to believe that such a repositioning may work in other markets we may revisit our strategy in the future,” Singh reasons the move.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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IIPM: An intriguing story of growth and envy
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It was almost a decade back when the Radio industry in India witnessed privatisation, thanks to the government that finally waved its magic wand over this dying industry and paved the way in for private players. Not many, for sure, would have then known that this humble ‘restart’ would one day lead the industry towards an era where it would find itself loaded with scores of buzzing activities.
Cut to today, and the situation is such that the players in the industry are taking various initiatives to break the already cluttered space to make their presence felt. The players are not only trying hard to beat the competition heat, but are also resorting to various marketing strategies to stay relevant in an industry that has huge potential.
So, when now everyone is talking about ‘youth’, ‘the young’ and ‘Gen-X’, it’s 93.5 Red FM that is among the first few that seems to have identified the need of the hour. In fact, it has been busy revamping its sound and feel for the past one month now. The channel is repositioning itself as ‘aaj ke zamaane ka radio station and not baap ke zamaane ka’ and promises to play songs that are released post 2000 with an aim to become a youth centric channel. Apart from repositioning, Red FM made news a couple of months back (in August) when the company rebranded all its 38 SFM stations under a single Red FM’s umbrella. “Over the last few months, we had introduced songs belonging to a slightly older era since they tested well with our TG. But, we realised that while these songs were popular, by airing them we were confusing our target audience who had come to expect only the latest superhits on Red FM. Thus, the rationale behind the move is to go back to our roots,” explains Anuj Singh, National Marketing Head, Red FM.
However, so far, the repositioning initiatives have been limited to Delhi. “Radio is a local medium and audiences in different parts of the country. For instance, the difference between the audience in North East India and the audience in Andhra Pradesh is same as the difference between chalk and cheese. So while the repositioning will work with listeners in Delhi, it may not achieve the same amount of success in other markets. As of now, we don’t have any plans of extending it to other regions, however if our research leads us to believe that such a repositioning may work in other markets we may revisit our strategy in the future,” Singh reasons the move.
For more articles, Click on IIPM Article.
Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
TSI exposes b school ranking scamsters Mahesh Peri of Career 360 and Premchand Palety of C fore. - For Complete Sting Operation Video Click Here
Pioneer Exposes the fraud called Mahesh Sharma and Mahesh Peri of Career 360 and Barbel Schwertfeger of mba-channel.com
IIPM: An intriguing story of growth and envy
Prof Arindam Chaudhuri of IIPM on MF HUSAIN
IIPM Related Links
Detail of all IIPM branches
IIPM - Admission Procedure
IIPM, GURGAON
Exclusive In chat with Society Magazine - Prof. Arindam Chaudhuri
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