Academic literature on the topic 'Radio listenership'

In 2001, India’s first private FM station – Radio City, Bangalore – came on air, ending an era of state broadcasting that began in 1930. In the past decade, FM radio has enjoyed spectacular success: over 200 stations are now in operation, and the FM industry has seen spectacular growth in listenership and revenues. FM’s impact goes beyond economics; it is now a cultural signifier synonymous with modernity – as the ‘tagline’ for a popular FM network puts it ‘Radio Mirchi – it’s hot!’ FM, I argue in this article, represents a new kind of radio. The shift from state-controlled, nationwide AM transmission to corporate-owned local FM broadcasting signals a profound change in the very philosophy of radio in India. This article offers a brief account of the history of Indian radio and analyzes the social and economic factors that necessitated a change in modes of broadcasting. It also brings its claims into focus through using a case study that looks at the business structure, programming policies, and audience management strategies of one very popular FM station – Radio Mirchi, Kolkata – in order to demonstrate how these newly shaped practices are reinventing the role of radio in contemporary India.

Using the Irish Radio Industry as a case study, this chapter illustrates how the Public Service Broadcaster (PSB), Raidió Teilifís Éireann (RTÉ), was slow to react to change and the effect this had on the organisation’s competitiveness. This chapter analyses how RTÉ’s youth radio station, RTÉ 2fm, lost its place as the market leader to the competition including commercial station Beat and other stations as it resisted the required technological, social and economic change which ultimately affected its listenership. The author argues that the independent sector led the way in innovation and affected change which greatly benefited the industry as a whole and brought it into the digital age. This research was based on a methodology involving in-depth interviews, online surveys, textual analysis, direct observation and a longitudinal content analysis.

Subject area Reverse positioning, market segmentation, customer-centric organization. Study level/applicability Postgraduate program; Master in strategic marketing and Master in business administration. Case overview Declining radio listenership is triggered by lack of attention of the radio managers to the desires of radio listeners. Delta FM radio, as part of Masima Media Group, is a radio that realized the need for revitalization. They changed their target audience and positioning to regain its former glory. Delta FM radio get back to the core benefit with the tagline: “100% Great Songs”. Shifting from highlighting the emotional benefits to functional benefits and to cut a variety of benefits is called “reverse positioning”. Expected learning outcomes The objective of this case study is to give deeper comprehension a new concept called reverse positioning or reverse branding. It is an example of the dynamic of hyper competition in media market in practice, in the emerging market such as Indonesia. It provides clear picture of the difference between listener oriented vs advertiser oriented company and the impact of the imbalance portion between them. Supplementary materials Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.