Market Strategic:
Market Strategic Red Mike “Station for Exspression ”. Key Market Ahmedabad , Bhopal, Indore, Bhubaneswar, Guwahati , Jaipur , Kanpur, Lucknow , Nagpur, Pune , Vadodara
Execution :
Execution On Air: All shows on Red FM (in the 11 markets) aired content from the Red Mike Every day issues were picked based on relevance, popularity and listener interest Listeners could send in their opinions on the topic for the day via SMS or by calling up on the studio lines Best bytes from each day were selected and played on the station the next day Popular topics/ issues were carried forward to the next day depending on the listener response Campaign was spearheaded by the RJs who encouraged people to call up on the studio lines and have their opinions heard. The morning drive time show, Morning No.1, set the agenda for the day and introduced the topic for discussion.
Desired Impact/Outcome:
Desired Impact/Outcome Strengthen Red FM’s positioning as the ‘station for expression’ Establish Mass connect Increase listener participation
Actual Impact/Outcome:
Actual Impact/Outcome Overwhelming response from the listeners across the 11 markets. All 11 stations experienced more than 30% increase in SMS and phone calls during the course of the campaign. Listeners invited the Red Mike Jockey to their colleges and societies to record their own messages. Involvement of government authorities. Government officials also used the Red Mike to interact with citizens, answer their queries and reassure them.
Challenges/Difficulties in Execution :
Challenges/Difficulties in Execution Surprisingly everyone from celebs to the police to other government authorities came forward and supported the campaign wholeheartedly and we hardly faced any difficulties in executing it.
Radio promotion on TV :
Radio promotion on TV Radio promotion decreased 21% between January–October 2011 Y-o-Y Radio promotion decreased 21% between January–October 2011, Y-o-Y. 88% of radio promotions were done on regional channels with Delhi accounting for the lion’s share, followed by Kerala and West Bengal. Top 5 advertisers contributed to more than 90% of promotion spends, led by Living Media, HT Music and Asia Net Network.
Radio City leads in Mumbai :
Radio City leads in Mumbai As per latest RAM reports, Radio City leads in Mumbai, followed by Red FM. Radio City has a market share of 20%, Red FM 18%, Big FM 15%, and Radio Mirchi 12%. Primetime still remains devoid of a clear leader Primetime still remains devoid of a clear leader. Morning hours remain most important for radio channels, particularly in a city like
Red FM 93.5 Advertising charges of MUMBAI:
Red FM 93.5 Advertising charges of MUMBAI
Thank you:
Thank you