ON

“SWOT ANALYSIS OF BREAKFAST SHOWS OF

BIG 92.7 FM”
(ADLABS FILMS LTD.FM RADIO, DELHI)

UNDER THE GUIDANCE OF

Mr.ROOPESH KUMAR
MANAGER (BIG 92.7 FM DELHI)

Submitted by: Submitted to:

Sarthak Sehgal
B.Com Hons. IInd Year
 TABLE OF CONTENTS

 Acknowledgement
 Objectives
 Company Profile
 Introduction To The Topic
 Methodology
 Analysis of Questionnaire
 Interpretation
 Swot Analysis
 Recommendations
 Questionnaire

Sarthak Sehgal
B.Com Hons. IInd Year
 ACKNOWLEDGEMENT

Behind every achievement lies an unfathomable sea of gratitude to those

who have extended their support and without whom it would ever have
come into existence.
I would like to take this opportunity to thank my Co-coordinator Mr.
Prabodh Gaur project Guide, Miss Pankhuri Agarwal for their
guidance and motivation without whom the successful completion of this
project would not have been possible. There constant support has given
me an overall learning experience.
Furthermore I would like to thank all other team members whose
valuable inputs have helped me gain a better understanding of the project
and the organization.

I am obliged to Mr. Prabodh Gaur, for his guidance and support

throughout my project that I was able to complete my project efficiently.

Furthermore I would like to thank Miss. Pankhuri Agarwal whose valuable

inputs have helped me in gaining a better understanding of the project and
guidance in preparation of the report.

Sarthak Sehgal
B.Com Hons. IInd Year
EXECUTIVE
SUMMARY

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The Summer Internship project assigned to me was very challenging and its
scope was immense. It gave me a platform where I could understand, utilize
and apply all the knowledge and skills that I had acquired out of my one year
PGDBM Training at LAL BHADUR SHASTRI INSTITUTE OF
MANAGEMENT AND TECHNOLOGY BAREILLY -UP.
History repeats itself, Radio once again made its place in the mind of
listeners, which had faded with the invention of televisions.
This was the opportunity for marketers, and the result was in the form of
various FM stations like Fever 104, Radio Mirchi, Red FM, Big FM, Gold,
Rainbow etc. Since beginning all stations have been formulating strategies
for maximizing their market share.
Here came the idea of doing something like SWOT analysis which would be
beneficial for the company and the listeners as well.
The present study was contemplated basically with the objective of having
feedback from the listeners and knowing their expectations from the radio
station. Then recommending ways which would help the FM in making it a
top of mind channel.

Sarthak Sehgal
B.Com Hons. IInd Year
OBJECTIVES

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• To asses the most popular Breakfast Show.

• To gauge the Radio Jockey popularity and its attributes.

• To find the priority of utility.

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COMPANY
PROFILE

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 THE JOURNEY BEGINS

Anil Dhirubhai Ambani Group (ADAG) kicked off its first FM radio station
in Delhi on 25 September. And by 15 October, it had nine stations up and
running, spread across the six metros, Jammu, Srinagar and Aligarh.
This FM Radio station was Launched Under the brand Big 92.7 fm, the
launch of the radio stations was backed by heavy promotions. The budget set
aside: Rs 450 million.
Big 92.7 contracted vendors to manufacture one lakh radio sets to be
distributed through contests, online merchandising and on ground activities.
These were single frequency branded radio sets so that consumers could get
sample the programming of Big 92.7.
The company is also tied up with manufactures for co-branded radio sets. In
addition, alliance partnerships with about 600 - 700 media and retail outlets
were planned, which aired and promoted the station among a mass audience.
Transportation and college canteens were also considered as potential public
areas to promote Big 92.7.

THE STRATEGIC MOVE

Since beginning there strategy has been to give visibility to the brand and
pay maximum attention to the feedback which they get from various
samples. According to Marketing Head all this is critical to their launch
period.
The company planned to use outdoor broadcasting vans which would be
'on-air' on ground stations strategically positioned across cities. This implies
that shows will be taken 'live' outside the studio into the public domain like

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malls and college campuses incorporating games and interactivity among
listeners.
"Two things are critical to make a brand stand apart - the tone and
personality followed by incorporating consistency to that personality. The
core strengths of radio is that it is intimate, personal, localised and moreover
'live.' These need to be exploited to create a differentiated experience for the
consumer in this cluttered communication environment,".

To address the competitive nature of Radio as a medium and to ensure the

Stations stands out from the clutter; BIG 92.7 FM has undertaken extensive
research and in-depth analysis of the likes and dislikes of the listeners before
putting together its innovative programs. Unique Auditorium Music Tests
(AMT's) have been conducted across all cities and over 1000 songs run past
the sample audiences to verify both local flavor and city-connect. Based on
these findings, the station will air tunes, 40% of which will be exclusively
heard only on BIG 92.7 FM. The music played will span eras and genres so
that it appeals to all. In blind tests conducted among different audience
segments, the music mix of BIG 92.7 FM was preferred over that of existing
FM stations.
Sarthak Sehgal
B.Com Hons. IInd Year
"Extensive research in region-wise psychographics has helped us construct
original and relevant matter that will appeal to the varying emotional
makeup of the audiences across the nation. It is our endeavour to ensure we
have a station that has relevance to the listener and is also high on
aspiration."
With an investment of Rs 4 billion dedicated to transmission equipment,
infrastructure and licensing, the proposed network for Big 92.7 FM is set to
make a 'big' splash in the expanding radio industry in India. The IP protocol
technology being utilised for Big 92.7 fm has been sourced from Axia, USA
while it claims to support an overall manpower strength of 1500 employees
nationwide.
BIG 92.7 FM is poised to create history with its pan India presence,
spanning across 45 cities, 1000 towns and 50,000 villages to reach 200
million Indians across the length and breadth of the country. The company
plans to take FM radio as a medium of entertainment not only to the key
metros, but also to virgin markets that have never before experienced this
medium of entertainment.

BIG 92.7 FM has the capacity to touch every fifth Indian across the country
- every third urban Indian and one in every eight Indian in the rural areas. In
short, BIG 92.7 FM will have the largest coverage from any private radio
channel in the country.

Besides innovative and fresh content, BIG 92.7 FM has lined up a stunning
array of RJ's who will be the voice and personality of the channel. The RJ's
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have been selected after a careful and selective nationwide hunt. Key shows
will be hosted by personalities like Pallavi Joshi & Vrijesh Hirjee in
Mumbai, Mona 'Jassi' Singh & Gaurav 'Nandu' Ghera in Delhi, Kaushik &
Sheilajit in Kolkatta, C K Chandru and Dayanand in Bangalore, Uma Riaz
Khan in Chennai and Jhansi in Hyderabad. These celebrities will interact
with the listeners in their language; as they share their emotions, on a daily
basis, adding to the aspirational appeal of the station. In addition to this,
BIG 92.7 FM will also have a unique spiritual show hosted by Shweta
Tiwari. And for the humor quotient, Sunil Pal of The Great Indian Laughter
Challenge will tickle the listeners' funny bone.

BIG 92.7 FM promises not only to entertain but to inform and empower the
listener with utilities that one may take for granted. The station has designed
utilities such as traffic and weather updates along with time checks and
health tips to help optimize the listener's time management and health.

Another important content strategy of the Station is "Acknowledgement of

local heroes in our Society". BIG 92.7 FM aims to honor the deserving

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common man who works relentlessly and voluntarily for the betterment of
society.

BIG 92.7 FM will bring to you 24x7 unique entertainment from a highly
advanced and state-of-the-art radio broadcast technology via transmitters
with web based remote management capability, hot swappable power supply
and power amplifier with controller card redundancy. The transmitters have
the capability of back up play time of four hours of music or pre-
programmed content in case of any link failure. The highlight of BIG 92.7
FM will be a web-based Media Monitoring Center (MMC) at Mumbai to
monitor all the 45 stations live and provide round-the-clock hands on
solutions and technical support.

THE ONGOING PROCESS

The company has roped in television stars to host three hour breakfast
shows. They include Pallavi Joshi and Vrijesh Hirjee in Mumbai, Mona
'Jassi' Singh and Gaurav 'Nandu' Ghera in Delhi, Kaushik and Sheilajit in
Kolkatta, C K Chandru and Dayanand in Bangalore, Uma Riaz Khan in
Chennai and Jhansi in Hyderabad, while comedian Sunil Pal of TGILC will
add humour to the evening band. "These stars have already acquired
recognition through their on air presence. This initiative will further that
bond, as it will allow for a personal interaction with audiences," says Mull.
In addition to the names mentioned, the company has also considered
movies and southern celebrities along with fresh talent to promote the brand.
Abhishek Bachchan has been made the brand ambassador for BIG 92.7 FM.
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Big 92.7 has kicked off a teaser campaign in Delhi lately with the catch
phrase "Sirf baro ke liye," reinforcing its positioning as an adult
contemporary station. This will be followed by a full fledged advertising
campaign to be unleashed in phases across the country.

Big 92.7 FM with an initiative to help listeners beat the rising mercury levels
this summer came up with the 'Cool Maal' contest. Through this interesting
contest, Big 92.7 FM listeners get to win exciting prizes every hour at the
station's very popular Breakfast show 'Big Chai' between 7am and 11am.
Tune in to Big FM, answer a few simple questions and stand a chance to win
some really cool prizes ranging from air conditioners, refrigerators, coolers,
sun shades, cool wear etc. Also, Big 92.7 FM is giving away destination
holiday packages and passes to popular water parks across the city.

Big 92.7 FM has in addition to this, lined up some very interesting and
innovative marketing, on-air and interactivity plans for the 'Cool Maal'
contest.

The Radio Station is providing regular on-air updates on Heat Alerts

Birthdays are celebrated with Big Ice-cream cakes
Contests around the coolest & funkiest summer dress etc.
Big 92.7 FM is creating Cool Zones (malls/float/OB), a branded air-
conditioned structure, on Railway station platforms wherein people get to
chill with cool drink and relax while listening to Big 92.7 FM.
Getting innovative, the Station will have cold storage vans roaming around
the city with the RJ's distributing coconut water & lemonades.
Big 92.7 FM will be running contests like the Freezer contest - person who
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can stay inside the fridge for the longest time actually wins a refrigerator
In cities of Mumbai & Delhi, Big 92.7 FM has tied up with professional
Golawallahs for a 'Gola Fair'.

According to Anand Chakravarthy, National Marketing Head, Big 92.7 FM,

"We are approaching this entire initiative with the objective of building our
listenership for our new Breakfast show format which will be even higher on
energy on-air, and we are confident of receiving great support from listeners
across cities. With the Cool Maal contest, we are sure of delivering value to
our listeners with relevant content and great listener involvement as well.
Also, with the temperatures soaring high this summer, Big 92.7 FM's Cool
Maal contest will surely prove to be a big hit since the contest is not just
about fun and games for the callers, but also a method to ensure means of
finding solutions to beat the heat with us"

Sarthak Sehgal
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 AND THE MOST IMPORTANT ONES ARE……….
RJ’S

AYUSHMANN
A Punjabi munda to the core, Ayushmann is the new kid on the block, set to
rule the airwaves with his show “Big Chai” on BIG 92.7 FM. Armed with
killer looks and oodles of tushan, this cool dude with a desi tadka will give a
raring kick-start every morning to Dilliwallahs, a programme which
promises you will never quite wake up without a friend again!!

Hailed as BIG FM’s Flagship programme, “Breakfast Show” aims to

become the talk of the town with Ayushmann adding enormous value to air
waves through innovative content along with credible and authentic
information. Unlike the other morning time band programmes on radio,
“Breakfast Show” will enable audiences to look forward to information on
authentic utilities like Travel, Weather, Business, Job updates. The
extremely well-informed and intelligent RJ of the show, Ayushmann will
give listeners pro-active information about ‘Apni Delhi’ . Lending
vivaciousness to the show would be Ayushmann’s inherent exuberance and
all the gossip about showbiz.

A born actor, Ayusmann calls his own life no less than a reality shows as he
has taken part in virtually every talent contest broadcast on Indian TV. In
2002 he was the top-8 finalist in Coke V Popstars. In 2003 he was
Chandigarh finalist in Zee Cinestars Kii Khoj. In 2004 he became the winner

Sarthak Sehgal
B.Com Hons. IInd Year
of MTV Roadies 2 and in 2005 he was the Top 100 finalist of Indian Idol 2.
Enormous isn’t it!!
More of a man than his boyish looks suggest, Ayushmann has done 5 years
of theatre and won the Best Actor Award 8 times in a single year for his role
in play, Aswathama Hatohate. He also conceptualizes and enacts socially
relevant street plays in different parts of the country. This non-smoking
teetotaler is fitness freak and a sports fanatic, having the distinction of
playing both district and school level cricket.

Connecting fabulously with the Delhi audience, he speaks fluent Punjabi,

Hindi, English and Haryanvi and is a successful public speaker in Hindi.
RAJESHWARI SACHDEV
After winning critical and mass accolades, the super-talented and
multifaceted actor-singer Rajeshwari Sachdev is now 'heard' in a new
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avatar , reaching out to millions of her fans. Rajeshwari will host the
breakfast show called 'BIG Chai', between 7 and 10 am, Monday's to Friday,
and will enthrall Delhiites with her voice.
Listeners will be voting in with a 'SOLUTION' on some amusing
circumstances / whacky stories and situations related to Conflict, Dilemma,
and Revenge! ….It is for the city of Delhi to decide! Listeners stuck with a
dilemma, or with an axe to grind with someone, or better still wanting to get
even, can get the entire city of Delhi help them with a solution. She will also
invite people of Delhi to come forward and share their interesting stories and
anecdotes every morning on the show.

Rajeshwari Sachdev started her career on stage doing plays with The Indian
People's Theatre Association at Prithvi (IPTA). She went on to doing films
winning the Maharashtra State Government Award for Best Actress in her
debut film 'Aaytya Gharat Gharoba' directed by Sachin. Her role in Shyam
Benegal's 'Sardari Begum' got her the National Award for Best Actress in a
Supporting Role. She blazed the television screen in 'Margarita' and bagged
the Screen Videocon Award for Best Actress. Rajeshwari's big break came
in the form of the Hollywood epic 'Little Buddha' opposite Hollywood
heartthrob Keanu Reeves and directed by Bernado Bertolucci. Being a
performing artist it was only but natural that this ball of talent went on to
explore new fields. With 13 years of training in Bharat Natyam, the only
other field left to explore was singing.
Her love for music could be well felt with her successful debut private music
album 'Hulle Hullare', followed by 'Mukhda Piya Ka' and 'Umang'. A
student of Indian classical dance "Bharat Natyam", she has won over
millions of hearts with her delicate & graceful dance moves in 'Nach Baliye'.
Sarthak Sehgal
B.Com Hons. IInd Year
In addition to her long list of achievements, how can one forget her as an
anchor in the one of the longest-running television programme 'Antakshari'.

With an immensely gifted talent, she has also managed to attract attention of
some veteran directors like Shyam Benegal and Prakash Jha. She has also
acted in soap operas like Caravan, Kahani Ghar Ghar Ki, Rihaee, etc.

With a strong passion for music, Rajeshwari as a Radio Jockey …capture

millions of hearts and succeed in enthralling and engaging listeners at the
BIG 92.7 FM every morning!!

IN THE END….
Once complete, BIG 92.7FM will have the largest coverage of any private
network in the country. It is one of many radio start-up ventures that have
followed the auction of licences for 90 cities by the Government last
January. Curiously, for a popular culture obsessed with the latest Bollywood
songs, the radio industry is in its infancy.
To sum it all up, BIG 92.7 FM promises you, less clutter, richer reach by
offering a super combo of coverage and frequency.
BIG 92.7 FM is the next BIG thing on Radio.
Big is beautiful! BIG is better!
And now its here!!

Sarthak Sehgal
B.Com Hons. IInd Year
 INTRODUCTION

FM radio’s market is becoming saturated some thing to be done which

would differentiate one radio station from other. Or in other words we can
say its all ways the survival of the fittest. Among the many players only

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those who keep on struggling i.e. coming out with new ideas, strategies etc
survive.

This project is an initiative of making the opportunities as strength and

covering the loopholes in the form of threats or weakness’ specifically for
the breakfast shows.
Interviews were conducted all over Delhi with the help of around 100
sample questionnaires. The target respondents were working males and
housewives from different age groups and social economic class.

Through this analysis we wanted to mainly find out the success rate of the
breakfast show of BIG 92.7 FM named “BIG CHAI”. This show according
to our findings is a lot more than being a simple breakfast show. It really is
making the listeners beat the scorching heat this summer.

The whole project was divided into four stages:

• Formulation of questionnaires.
• Depth interviews.
• Analysis of questionnaires.
• Report formulation.

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FORMULATION OF QUESTIONNAIRES

This was the first stage of the project. The questionnaires be ginned with the
basic information like Name, address, age, gender etc. both the working
males and house wives were divided into three social economic classes.

SEC A- Education wise it contains people who are graduates or post

graduates ,both general and professional occupation wise it includes shop
owners, businessmen having 8 or more people working under them, middle
and senior executive positions.

SEC B- This class of people contained both graduate, under graduate and in
some cases it also included post graduates. It included skilled workers, petty
traders, shop owners, businessmen having around 8 people working under
him.
This class also included people executive or middle level positions who
were not that educated. Businessmen who were having more than 10 people
working under him, but wads not a graduate came under this category.

SEC C – People from this class were hardly 10th or 12th pass or below this.
This category included skilled workers, petty traders, shop owners,
businessmen having no employee working under him, salesmen clerical
employees, supervisory level people, Junior officers or executives came
under this category.

There were categories D and E which had to be left out from the interview
i.e. they came in the terminated category.
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DEPTH INTERVIEWS

Having got the questionnaires filled up the next task was to conduct the
depth interviews. It was conducted in different groups each consisting
around four to six people. This was a tough task as getting this much people
that to in their free time was not simple. We got people enjoying with family
and friends at various places, where with there permission we would ask
them some questions. In this way the discussion would begin each individual
with his or her own view, likes, dislikes, etc.

Depth interview helped us in getting a lot more from the respondents, which
added on to our findings.

ANALYSIS OF QUESTIONNAIRE

When the whole data was collected we started the analysis which has been
done through charts and diagrams. Response for each question has been
analyzed according to the social economic class and the age groups.

REPORT FORMULATION

The final stage was of the compilation of analysis, findings and

recommendations which together turned out as the report.

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 RESEARCH
METHODOLOGY

Sarthak Sehgal
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 Primary research
The primary research includes questionnaire fill ups inclusive of the likes
and dislikes of the respondents in FM stations. What they did in their idle
time i.e. what things they gave preference to etc. later on the sample of 100
such questionnaire a complete analysis of the data has been undertaken in
the form of charts and diagrams to understand the choice of the listeners.

Secondary research

Secondary research would include articles from journals and magazines.

The qualitative resources have been the depth interviews which were
conducted.

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ANALYSIS
OF
DATA

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What are the radio stations you aware of ?

TOP OF THE MIND

Red FM 45%
Big FM 20%
Radio Mirchi 18%
Others 17%

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 UNAIDED
Big FM 30%
Radio City 18%
Red FM 14%
Radio Mirchi 17%
Fever 10%
Others 11%

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People are aware of most of the radio stations.

WORKING MALES

TOP OF THE MIND

Radio Mirchi 30%
Red FM 23%
Big FM 22%
Radio City 12%
Others 13%

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People are aware of most of the radio stations.

UNAIDED
Big FM 25%
Radio City 15%
Fever 11%
Radio Mirchi 28%
Red FM 10%
Others 11%

Which of the above stations do you listen last week ?

LAST WEEK
Big FM 15%
Radio city 13%
Red FM 22%Sarthak Sehgal
Radio Mirchi B.Com
8% Hons. IInd Year
Fever 17%
Others 25%
 15% Big FM
25%
Radio c ity
13%
Red FM
Radio Mirc hi
17% Fev er
8% 22%
Others

LAST WEEK WORKING MALES

Gold 17%
Big FM 15%
Radio Mirchi 12%
Red FM 14% Sarthak Sehgal
Fever 12% B.Com Hons. IInd Year
Radio City 10%
Other 20%
 Sarthak Sehgal
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Which of the above station do you listen yesterday ?

YESTERDAY
Big FM 15%
Radio City 23%
Red FM 32%
Mirchi 10%
Others 20%

Sarthak Sehgal
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 YESTERDAY
Red FM 20%
Fever 17%
Radio Mirchi 18%
Big FM 25%
Others 20%

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Which is your favourite station ?

Age 20-24
Red FM 30%
Radio Mirchi 25%
Big FM 15%
Others 30%

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 Age 25-29
Big FM 40%
Radio Mirchi 27%
Red FM 13%
Others 20%

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 Age 30-34
Big FM 40%
Red FM 20%
Radio Mirchi 30%
Others 10%

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What mode of publicity attracted you towards this station ?

HOUSEWIVES
Hoarding 20%
Newspaper 23%
Campaign 7%
Cinema 12%
Television 18%
Word of mouth 20%

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 WORKING MALE
Hoarding 50%
Newspaper 14%
Campaign 12%
Cinema 10%
Television 6%
Word of mouth 8%

During morning at what time do you listen FM ?

HOUSEWIVES
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 Time
7:00 - 8:00 5%
8:00-9:00 25%
9:00-10:00 18%
10:00-11:00 52%

Housewives mostly listen radio when they are free and like to sit for
sometime i.e around 10:00-11:00
WORKING MALES
Time
7:00-8:00 7%

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8:00-9:00 13%
9:00-10:00 70%
10:00-11:00 10%

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Rank these attributes of your favourite Breakfast shows ?

Age 20-24
Contest 35%
Radio Jockey 25%
Content 23%
Songs 17%

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 Age 25-29
Contest 12%
Radio Jockey 20%
Content 40%
Songs 28%

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 Age 30-34
Contest 13%
Radio Jockey 20%
Content 25%
Songs 42%

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 Age 20-24
Contest 28%
Radio Jockey 24%
Content 21%
Songs 27%

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 Age 25-29
Contest 10%
Radio Jockey 30%
Content 35%
Songs 25%

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 Age 30-34
Contest 15%
Radio Jockey 25%
Content 40%
Songs 20%

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Have you heard any interstitials on the Breakfast show ?

Interstitials
Babber Sher 17%
Tic Tac 6%
Sharma Ji 37%
Others 30%
Not heard 10%

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INTERPRETATION

Sarthak Sehgal
B.Com Hons. IInd Year
Q.1

This question asks respondents how they spend their idle time, which
magazines and newspapers they read and which T.V channels they watch etc
answers varied according to different sound economic classes and different
age groups .

HOUSEWIVES
SEC A:
20- 24
This class of respondents enjoys watching T.V , listening music & surfing
net .Some of them enjoy going out with their families , reading magazines &
newspapers magazines include WOMEN’S ERA, COSMOPOLITAN ,
FEMINA etc favorite newspapers like T.O.I, H.T ,DAINIK JAGRAN etc
mostly people watch channels like SONY , STAR PLUS , ZEE etc .

25-29
They spend their idle time in mostly grooming their personality like gaining
knowledge by reading magazines like WOMEN’S ERA , FEMINA
COSMOPOLITAN etc newspapers include T.O.I , H.T etc listening music is
hobby for most of them . They spend the good time surfing net depending
upon their requirements.

30-34
They spend their idle time in kitty parties.Going outside is the part of their
schedule .They enjoy listening music, watching T.V channels like SONY
STAR PLUS , ZEE etc and read magazines like WOMEN’S ERA, FEMINA
etc .
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SEC B:
20 -24
They are newly married who spend lot of time in listening music this is one
of the best mode of entertainment for them they read magazines like
FEMINA, WOMEN’S ERA , GRAH SOBHA etc they watch T.V channels
like ZEE, SONY, STAR PLUS etc .They prefer to go outside with their
family .

25-29
They spend their idle time by enjoying with their families. Most of the
housewives listen music while doing their household works they watch
movies on T.V & watch channels like STAR , SAB T.V, SONY, ZEE etc.
For their general awareness they go through local dailies like DAINIK
JAGRAN etc.

30-34
They are more aware about the market especially while doing shopping.
They are quite similar to the previous age group.

SEC: C
20-24
They spend their idle time in doing household work, listening music &
watching T.V. They move out with their families, read magazines like
GRAH SOBHA , FEMINA etc & watch channels like SONY , STAR PLUS
, ZEE , STAR ONE ETC.

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25-29
They have more awareness about the market as they move out mostly for
shopping. They also spend their time with their friends and neighbors. They
watch channels like SONY , ZEE, STAR etc.

30-34
They like to watch T.V channels STAR PLUS , SONY etc and do outing
with their family and read magazines like GRAH SOBHA , INDIA TODAY
in their idle time.

WORKING MALES
SEC: A
20-24
Most of the respondents freak out with their friends, go to discs, watch
movies & listening music. They like to read newspapers like E.T,
BUSINESS STD, etc and read magazines like INDIA TODAY, FRONT
LINE etc. They mostly like sports & music channels & like to chat on
internet.

25-29
In this age group respondents like to spend time with their family by going
to shopping malls & restraunents.Whenever they get time they read
magazines like INDIA TODAY, THE WEEK, BUSINESS TODAY,
OUTLOOK etc newspapers like T.O.I, H.T, E.T etc. They watch news
channels, DISCOVERY & NATIONAL GEOGRAPHIC etc. They use net
as & when required.

Sarthak Sehgal
B.Com Hons. IInd Year
30-34
They are the people who mostly settled with their lives. They spend their
idle time with their family. They go through the newspapers like T.O.I, H.T,
E.T etc magazines like OUTLOOK, TIMES, BUSINESS TODAY etc.Most
of them are not specific with the TV channels except news channels.

SEC B
20-24
Most of them spend their idle time with friends & like to listen music. They
watch T.V channels like STAR SPORTS,ESPN,some news channels &
other entertainment channels. They surf internet on site like YAHOO,
GOOGLE
Etc.Most of them has the hobby of chating on net.

25-29
They mostly spend their time with their family & friends.They spend their
weekends out of their homes.They enjoy listening music besides other progs
.They enjoy comedy serials on T.V.They read magazines like
frontline,business today,outlooketc.In newspapers TOI, HT, etc.They spend
time on net as & when required i.e acc to their requirement .

30-34
They spend their idle time with their family .They go out for enjoying
&spending time in malls etc.They read magazines & newspapers like
OUTLOOK,INDIA TODAY& TOI,HT respectively.They watch channels
like national geographic,astha,MTV,NDTVetc

Sarthak Sehgal
B.Com Hons. IInd Year
SEC C
20-24
They spend their idle time playing outdoor games like cricket .They enjoy
movies & music with their friends .They are more inclined towards local
dailies like RASHTRIYA SAHARA, NAVBHARAT TIMES & DAINIK
JAGRAN. They spend most of their time in listening radio rather than
watching T.V.

25-29
They spend their idle time in listening music & watching T.V. Besides
newschannels they also watch entertainment channels like STAR PLUS,
ZEE TV ,SAB TV etc.They need newspaper like navbharat times,dainik
jagran.

30-34
They spend their time in enjoying with their family ,reading newspaper like
Rashtriya sahara ,Nav bharat Tmes,TOI etc.They watch news & comedy
channels.

Q.2
Awareness of radio stations was not affected by SEC on different age
groups.The difference was only in terms of working males & housewives.
Most of the house wives have red fm on top of their mind i.e it is the
most known radio station,next to it was BIG FM,then came MIRCHI &
others.

Sarthak Sehgal
B.Com Hons. IInd Year
Second best or unaided was BIG FM for most of the housewives,then came
RADIO CITY,RED FM,MIRCHI,FEVER &OTHERS.When they were
assisted,they were aware of all the radio stations.

Working males have MIRCHI on top of their minds. Then RED

FM,then BIG FM i.e BIG was third in terms of top of the mind. BIG FM
was again on the top in terms of unaided then came RADIO CITY, FEVER,
MIRCHI etc.When they were aided by giving names they were familiar with
all the stations.

Q.3
For last week most of the housewives did not listen any single radio station.
Most of them heard RED FM ,FEVER,BIG FM. When asked about
yesterday most of them heard RED FM ,RADIO CITY. The same case was
with males, most of them heard GOLD,BIG FM, RED FM , MIRCHI,
FEVER & others.in the last week. When asked about yesterday most of the
males heard MIRCHI & FEVER.
Here the segregation according to different section &age group was not
possible because it was similar for various section & age groups.
Housewives of section A, B &C had similar choices for various age groups.

Q. 4
The choice of favourite stations was having no difference section wise but
there was a big difference age wise in both working males & housewives.
Working Males- 20-24:- most of the respondents like RED FM ,MIRCH,
like BIG respectively.
In age 25-29 most of the respondents like BIG ,MIRCHI, RED respectively .
Sarthak Sehgal
B.Com Hons. IInd Year
In age 30-34 most of the respondents like BIG ,RADIO CITY then fever
respectively.

In House wives
20-24
Most of respondents like MIRCHI, BIG FM, RED respectively.
25-29
Most of respondents like RED, BIG FM , fever respectively.
30-34
Most of respondents like BIG FM RED, fever respectively.

Q.5
There were various factors which were determining the favorite channel of
the respondent’s .For the working males:
20-24
In this age group respondents paid more attention on songs, Bollywood
news, style of RJs etc.
25-29
This group of respondents had factors like comedy, utilities, minimum
advertisements, jingles etc which determined there favorite channel.
30-34
Utilities, Comedy shows, songs, & minimum of advertisements determined
the favorite channel of this age group.
House wife:
20-24
In this age group respondents paid attention on Rj, Bolly wood news,
contest, etc.
Sarthak Sehgal
B.Com Hons. IInd Year
In 25-29 Most of the respondents like songs, Rj, recipe shows etc.
In 30-34 Most of the respondents like songs, contests, jingles, comedy
shows etc.

Q.6
There are different modes of publicity being used by Radio stations.
Working males:
Most of the males got the information from hoarding then was newspaper,
campaigns, cinema, wom & TV. It means hoardings & newspaper were best
mode of creating awareness in working males.
Housewives:
Most of the housewives got the awareness by newspaper, wom, hoardings,
cinema & at last campaigns. Campaigns was at last because housewives did
not move out frequently to places where they could see the campaigns.

Q.7
Most of the housewives listen radio when they are free & like to sit for
sometime i.e. around 10-11a.m. For rest of the time slaught they are
comfortable listening according to their own requirements. Most women are
sleeping during 7-8 a.m. as they sleep late at nights. Some of them preferred
to listen FM while getting ready i.e. 8-9 am. They even listen to FM on their
way to the office i.e. while 9-10 am.

Q.8
Many of the respondents are not familiar with the names of the shows,they
recognize them by the attributes associated with them or by the RJ & then

Sarthak Sehgal
B.Com Hons. IInd Year
only when they were given some clues for them .Most familiar names were
HELLO DELHI,BIG CHAI, FEVER ON DEMAND ,93.5 RED FM,etc

Q.9
While selecting their favorite breakfast show they are focusing on these
factors

HOUSEWIVES
20-24
In this age group respondents give most preference to contests, RJs, contents
& songs respectively.
24-29
For them content are most important then songs RJs & contests respectively.
30-34
They give most preference to songs, content, RJ & contest respectively.
IN WORKING MALES
20-24
In this age class respondents like content, songs, RJ, contests respectively.
25-29
In this age class respondents like content, songs, RJ, contests respectively.
30-34
In this age class respondents like content, songs, RJ, contests respectively.

Q.10
WORKING MALES
Sharma ji is topping the charts following with Tic-Tac, babbar sher few of
the respondents are not aware of these interstitials.
Sarthak Sehgal
B.Com Hons. IInd Year
HOUSEWIVES
Babbar sher is topping the chart following with Sharma ji & Tic-Tac. Few of
the housewives have not heard these interstitials when asked to them.
Q.11
Besides their favorite show people are aware of most of the other stations
breakfast show. Awareness is maximum in case of RED FM, BIG FM,
MIRCHI, and RADIO CITY respectively.

Q.12
Most of the people are not specific about likes & dislikes of breakfast shows.
They have their favorite breakfast shows & other preferences but none had
any show which he/she dislikes.

Q 13
IN working males Nitin is more popular following with Ayush ,Ashish &
mehek ,lokesh & Anant respectively.
Many respondents are not recalling the other RJ names when we asked to
them but Nitin & Ayush were more popular
In housewives Nitin is more popular following with Ayush ,Ashish &
mehek ,lokesh & Anant respectively.

Q.14
According to various respondents following are the factors which makes a
RJ different from others

Sarthak Sehgal
B.Com Hons. IInd Year
Ayush:
He is popular among the respondents due to his energy level, presentation
skills, sensible thoughts & ability to convince people .Respondents are
appreciating the efforts of Ayush how he came up with good ideas. His
creativity programmes are also liked by many respondents .His coordination
with Rajeshwari is also liked by many respondents.

Nitin:
He is more popular among the respondents due to his wild ideas ,creativity&
skills to making people fool.In this hectic schedule there should be some
ways to make peoplr fool & this will give him a change like band bajega .
Nitin has good & smart speaking skills which gives respondents a new taste
to relish music.

Ashish /Mehek:
Respondents have mixed views regarding them in terms of their
coordination. They have lot of energy & matter which they are managing
smartly .They have good coordination .Voice of Mehek is very beautiful
Respondents are saying her “dille de Mehek”.This is a good sign in the
popularity of any RJ.

Anant/Saurabh:

Regarding him respondents showed less sign of confidence & zeal.

According to them presentation skills are just fine. Creativity in his shows is
less.

Sarthak Sehgal
B.Com Hons. IInd Year
Lokesh:

Respondents have shown good interest in the shows of lokesh. His

presentation skills, sensible thoughts & ability to convince people
is very much liked by all. Respondents are appreciating the quality of
content.

Q.15
According to respondents there should be more creativity & more comedy
shows should be there.
Suggestions by working males:

20-24
a) Career guidance tips should be there.
b) Information about new gadgets should be given.
c) More & more programmes on comedy should be organized so that it
will add more interest in the break fast shows.
d) Non stop music should be the first priority of every break fast shows.
e) English songs are very less ,so please increase the number of it.
f) In the morning there must be city news so that people can aware about
the city.

25-29:
a) Tips should be provided to us regarding family welfare.
b) Information about the places where we can enjoy with family should
be provided.
c) Tips should be provided to us regarding Yoga & meditation.
Sarthak Sehgal
B.Com Hons. IInd Year
30-34
a) News about the property rates should be provided.
b) Some bhakti songs should be played in the morning .
c) More & more evergreen songs should be played in the morning. These
songs are very less on every break fast show.

Suggestions by housewives:

a) Information about new restaurants should be provided.

b) Cooking tips should be given to us regarding new recipes.
c) Tips should be provided to us regarding family welfare family welfare.
d) Tips should be provided to us regarding vastu shastra.
e) In a week RJ should invite one lady and she will play songs for
listeners. In that we can ask from her about her special achievements.
f) Celebrities like kiran bedi & others should come to educate women
regarding safety & women empowerment.
g) Tips to impress husbands.
h) Information about new home appliances.

Q 16
Every coin has two sides .This side is disadvantage which is an itself an
opportunity for BIG FM .According to respondents there should be no
advertisements on radio channels.Programmes like love birds should not
be there as these Programmers are disturbing the young generation &
diverting them from studies.
Sarthak Sehgal
B.Com Hons. IInd Year
SWOT ANALYSIS

Sarthak Sehgal
B.Com Hons. IInd Year
STRENGTH :

1. We have analyzed from the data which includes perception of

respondents& other market reports that BIG FM has quite a good report
market share in this Radio industry. The market report is favorable for BIG
FM as many respondents are appreciating the efforts in terms of programs
organized by BIG FM. The growth in market share is showing good sign of
progress which gives company a base to expand its connectivity & capturing
new segments.

2. SENSIBILITY & QUALITY OF RJ:

Respondents are appreciating the skills of AYUSHMAN i.e. good way of
speaking, his sensible & logical thoughts, his presence of mind & most
important interaction with the people. Respondents are saying that
AYUSHMAN has not only these skills but he has the ability to listen the
problem of Radio listeners because of this hectic schedule for gaining best
entertainment except RJ. No one can give you fresh music.
3. CONTESTS ARE GOOD:
According to respondents contests is a good means to boast the confidence
of listeners. BIG FM is giving good contest and we are also benefited with it
especially splash water passes. They said more contests should be there so
that more& more people can participate. Prices are the best way to catch
audience.

Sarthak Sehgal
B.Com Hons. IInd Year
WEAKNESS :

1. Many respondents are saying that on BIG FM sometime it happened one

or two favorite songs played frequently. So this one thing which irritate us.
According to them evergreen songs are very less.
2. In the morning BHAKTI songs are very less. BIG FM should play one or
two BHAKTI songs in the morning.

THREATS :

1. Brand promotion is very less if we compare with other competitors like

RED FM AND RADIO MIRCHI. This is area where BIG FM is lagging behind.
According to respondents they have not seen any advertisements 0f BIG FM. During
comedy shows there is no sponsorship given by BIG FM.
2. WORLD SPACE is giving intense competition to these radio channels as there are
very few advertisements coming on WORLD SPACE. According to respondents there
should be songs & no advertisements.

OPPORTUNITIES :

1.BIG FM should pay focus more on comedy shows which ultimately helps in attracting
the audience.
2.BIG FM can do brand promotion activities by introducing more canopy & campaigns
near colleges, restaurants, parks, malls etc. In this way BIG FM can create more
awareness among the listeners.
3.There should be a variety of songs like evergreen ,latest& old .In this way listeners will
feel more fresh & they will not be bored which is the one thing we want to avoid .No

Sarthak Sehgal
B.Com Hons. IInd Year
song should be repeat throughout the day & in this way we can play large no of songs in
a day then to our competitors.
4. A special programme on housewives should be introduced in which we invite one
housewife in a week with RJ & she will play songs for other housewives.
5. A special programme on regional songs should be introduced to attract regional
listeners & that should be of small duration say half an hour.

Sarthak Sehgal
B.Com Hons. IInd Year
RECOMMENDATION

Sarthak Sehgal
B.Com Hons. IInd Year
• More back to back songs should be there.

• More live shows should be held in order to create awareness

among respondents.

• Brand promotion:
o More & More canopy & campaigns should be held in
order to create awareness
o They should increase their sponsorship in programs
like LAUGHTER CHALLENGE, SAREGAMA etc

• Regional songs should be there to increase listener ship because in

a city like Delhi there are different classes of people are there.

• In a week there should be one program for working males &

housewives in which we will invite one housewife/working male
with some special achievement.

• More variety of songs should be there just to avoid fresh music &
boredom.

Sarthak Sehgal
B.Com Hons. IInd Year
QUESTIONNAIRE

Sarthak Sehgal
B.Com Hons. IInd Year
 QUESTIONNAIRE

Q 1 How do you spend your idle time ?

1a. Which magazines do you read ?

1b. Which newspapers do you read ?

1c. Which TV channels do you watch ?

1d. Do you surf internet ? What arew the sites in which you having interest ?

Yes No

Stations 1a: TOM 1b. Unaided 1c. Aided

(Only One (multiple Answers (multiple Answers
Answer) possible) possible)
Big FM 92.7
Radio city 91.1
93.5 red FM
94.3 Radio 1
98.3 Radio Mrchi
104 Fever
104.8 Fm Meow
95.0 Hit
Gold
Rainbow
Vivid Bharti

Sarthak Sehgal
B.Com Hons. IInd Year
Q 2 What are the radio stations you are aware of ?

Q 3 Which of the above stations do you listen ?

Stations Last week Yesterday
Big FM 92.7
Radio city 91.1
93.5 red FM
94.3 Radio 1
98.3 Radio mirchi
104 Fever
104.8 Fm Meow
95.0 Hit
Gold
Rainbow
Vivid Bharti

Q 4 Which is your favourite station ?

Q 5 What are the factors that determine your above favourite channel ?

Q 6 What mode of publicity attracted you towards this station ?

Hoarding Cinema
News Paper TV
Campaigns Word of Mouth

Sarthak Sehgal
B.Com Hons. IInd Year
Q 7 During morning at what time do you listen Fm?

Time
7-8 8-9 9 - 10
10 - 11

Q 8 Which show do you listen to ?

Q 9 Rank these attributes of your favourite Breakfast shows ?

Attributes
Stations Stations Radio Jockey Content Contest
Big FM 92.7
Radio City 91.1
93.5 Red FM
94.3 Radio 1
98.3 radio Mirchi
104 Fever
104.8 FM Meow
95.0 Hit
Gold
Rainbow
Vivid Bharti

Q 10 Have you heard any interstitials on the breakfast show ?

Q 11 Which other stations Breakfast shows you listen ? If you heard than
give us some details?

Q 12 Do you like it ? If yes why / If no why ?

Sarthak Sehgal
B.Com Hons. IInd Year
Q 13 Who is your favoutite RJ ? Can you recall some other radio jockey ?

Stations Radio jockey

Q 14 What make him/her different from others ?

Q 15 What are the various things that you would like to listen on radio
stations in the morning?

Q 16 What are the various things that you would dislike to listen on radio
stations ?

Sarthak Sehgal
B.Com Hons. IInd Year