MY FM has announced the launch of a new campaign to attract more viewers . The Campaign is based on the findings of the week-long 7 State Radio Survey conducted last month covering Chandigarh, Indore, Bhopal, Jaipur, Raipur, Ahmedabad and Raipur and has been unveiled in 17 cities across 7 states of Rajasthan, Haryana, Punjab, Gujarat, Maharashtra, Madhya Pradesh and Chattisgarh. The new campaign adds fresh content and music to MY FM’s repertoire, bringing in melodious, romantic songs, regional music, humour segments and English songs in tune with listener preference in the various markets.
Commenting on the initiative, MY FM’s COO, Harrish M Bhatia said, “It is MY FM’s expressed philosophy to understand the varying needs of its listeners and evolve itself to cater to them. The Radio Survey has given us an insight into the expectations of different categories of listeners and we have incorporated changes in the content and packaging of MY FM to identify with our listeners’ choices and thus give them the sense of ownership as creators of the content of their very own Radio Station. MY FM is the Radio station which listeners have created by telling us what they want to hear on it. Through the survey we have also been able to create a differentiated content keeping in mind the preferences of different age groups and different cities.”
The Radio Survey was launched on December 12, in 7 of MY FM’s established markets – Chandigarh, Indore, Bhopal, Jaipur, Raipur, Ahmedabad and Raipur – with the purpose of understanding the expectations of audience from Radio. The Survey, which targeted three prime segments of radio audience – Office Goers, Housewives and Youth – threw up some interesting facts which have been incorporated in the new campaign to make MY FM the radio station of listeners’ choice.
The Survey revealed the finer differences in the content preference of various target audiences. Cities like Nagpur, Chandigarh & Indore voted for more melodious songs while audiences in Ahmedabad and Chandigarh validated the preference for regional music. The youth segment showed a distinct preference for English songs. Apart from music preferences, the survey also focused on the type of content which is most in demand. Humour and news updates were found to be programmes of choice, pointing to the maturity in the radio audience profile. The survey revealed a heavy consumption of radio in MY FM markets with more than 60% listeners tuning in for 1-3 hours every day.
Based on these insights, exciting changes have been introduced in MY FM’s music content with higher rotations of latest super-hit numbers and increased number of songs from newly released movies for fresher appeal. Drive Time Classics along with a 10% increase in romantic and emotional songs have been introduced keeping in mind the preferences of the audience. Englishmusic has been introduced in the markets as per the demand in the youth time band called Masti ki Pathshalla aired from 2 to 5 pm, in markets like Chandigarh, Nagpur, Jaipur, Indore, and Bhopal.