SUMMER TRAINING REPORT

CHAPTER- 1

INDUSTRY PROFILE

INDUSTRY PROFILE1.1.1 INTRODUCTION

The quick and dramatic changes of Indian radio are usually credited to Broadcasting Authority of India. The national television or the Doordarshan and All India Radio, or Akashwani networks had been state-owned and was controlled by the Ministry of Information and Broadcasting. The news reporting through radio customarily presented the government`s point of view and there was hardly any public interaction. The newsreaders used to narrate their script and the audience would listen to the frequency according to their choice.

In 1990 V.P. Singh`s National Front government provided financial aid to the Prasar Bharati (Indian Broadcasting) Act that was considered by Parliament. This act provided greater autonomy to Doordarshan and All India Radio. The changes that resulted in the scenario of Indian radio were limited. The bill allowed the establishment of an autonomous body to control Doordarshan and All India Radio. This unit operated under a board of governors, who were appointed for policy making and a broadcasting council to respond to the complaints. This was the start of interaction through radio.

With time the number of radio stations has increased from about 100 in 1990 to 209 in 1997. Indian radio now has tremendous reach and presents the best option for low-cost programming. Listenership of Indian Radio has reached a plateau. At times the listenership has risen in certain urban areas due to the recent time allotment to private companies on five FM stations. Film and other popular music constitute the main curriculum of such stations, contributing to an increase in commercial time radio and thus earn advertising revenues from Rs. 527 million in 1991-2 to Rs. 809 million in 1995-96. The noticeable development in Indian radio has been the proper efforts that were taken to use radio for social change, like the state-supported radio rural forums for agricultural communication in the 1960s and promotion of adult literacy in the 1980s. The advent of regional radio in India popularised this medium even more. More recently NGOs have come together and initiated several broadcast programmes on women and legal rights, emergency contraception, and tele-serials that deal with social issues. Although Indian Radio saw almost no improvement in its initial years, in the present decade the functioning of regional radio channels have lead to a massive network all across the country.

Local broadcasting, reflecting local issues of concern to the community is another development of Indian radio. Some communication experts believe that an increased and accelerated commercialization of radio will eventually cut down the costs of FM radio sets, thus making local radio even more available to the extreme rural areas of the country. Presently, radio broadcasting is done in 24 languages and 146 dialects all across India and there are 104 million radio households in the country, using approximately 111 million radio sets.

In August 1953, B V Keskar, the puritanical Minister of Information and Broadcasting, delivered a broadside on commercial broadcasting. Commercial radio, he said, would fall into the clutches of foreign interests and become a slave to advertising revenue. These forces, Keskar warned, were bound to bring down the quality of radio programmes and convert them into a cheap vaudeville show. Fifty years on, commercial radio is back on the agenda, and the sale of FM frequencies in the year 2000 would have brought no gratification to Keskar. 1.1.2 INTRODUCTION OF FM RADIO:

In India, as in most countries, radio frequencies are held in trust by the government, which licenses these frequencies to broadcasters and other agencies. It took a Supreme Court order in 1995 declaring the airwaves to be public property to persuade the government to give up its monopoly over the FM spectrum and offer frequencies to private parties. However, their first impulse was to sell radio frequencies to the highest bidder, prompting one of the participants at a recent UNDP confab on Community Radio to shout, Does the government of India trust Rupert Murdoch more than its own citizens? He was presumably referring to Radio City which (supported by Murdochs STAR), broadcasts in six Indian cities while community owned and operated radio is yet to get off the ground.

Three years after auctioning frequencies to commercial FM, the Ministry of Information and Broadcasting framed an initial policy on community radio. However, it restricted licences to well established educational institutions/ organizations, making it quite clear that the government meant campus radio and not community radio. Even so, the guidelines proved so restrictive that, at the last count, only 45 applicants have come forward and only 12 licenses have been issued. On the other hand, Sushma Swaraj, former Minister of Information and Broadcasting, had promised 1000 community stations by 2003.

In the mid-nineties, when India first experimented with private FM broadcasts, the small tourist destination of Goa was the fifth place in this country of one billion where private players got FM slots. The other four centres were the big metro cities: Delhi, Mumbai, Kolkata and Chennai. These were followed by stations in Bangalore, Hyderabad, Jaipur and Lucknow.

Indian policy currently states that these broadcasters are assessed a One-Time Entry Fee (OTEF), for the entire license period of 10 years. Under the Indian accounting system, this amount is amortised over the 10 year period at 10% per annum. Annual license fee for private players is either 4% of revenue share or 10% of Reserve Price, whichever is higher.

Earlier, India's attempts to privatise its FM channels ran into rough weather when private players bid heavily and most could not meet their commitments to pay the government the amounts they owed.

The inclusion of FM facility in mobile phones and portable pocket radios have popularised this medium in every nook and corner of urban areas. Although the transmitters have not reached the extreme corners, developments assure quick installation. A recent survey shows that Indian radio reaches out to almost 97.3% of the country`s population and 91% of the country`s geographical area. A March 1996 survey, says that there had been around 186 radio-broadcasting centers, 148 medium wave transmitters, 51 short wave transmitters and 94 VHF/FM transmitters in India. Indian Radio now enjoys equal importance as television and print media. The developments of radio in India was steady during the 1960s and 70s, but accelerated during the 1980s and 90s. Radio has now become an intimate form of communication and the FM channels like Red FM, Radio Mirchi, Power Fm and others have contributed greatly in developing this strong network.Market view

India's new private FM channels could also change the advertising scenario. Traditionally, radio accounts for 7% to 8% of advertiser expenditures around the world. In India, it is less than 2% at present.DEFINITION OF FM RADIO

FM broadcasting is a broadcast technology pioneered by Edwin Howard Armstrong that uses frequency modulation (FM) to provide high-fidelity sound over broadcast radio.

PRESENCE OF FM RADIO AND RADIO IN INDIA :

FM stations in New Delhi

AIR FM Rainbow / FM-1 (102.6 MHz)

AIR FM Gold /FM-2 (Early Morning till Midnight) (106.4 MHz)

AIR Rajdhani/Gyanvani Channel (Non-Regular broadcast) (105.6 MHz)

Meow FM (104.8 MHz)

Fever 104 (104 MHz)

Radio Mirchi FM (98.3 MHz)

Hit FM (95 MHz)

Radio One FM (94.3 MHz)

Red FM (93.5 MHz)

Big FM (92.7 MHz)

Radio City (91.1 MHz)

Delhi University Educational Radio (Available only in University area) (DU Radio FM) (90.4 MHz)

FM stations in MUMBAI

Radio City 91.1

Big FM 92.7

Red FM 93.5

Radio One 94.3

Win FM 94.6 (The Station is closed)

Radio Mirchi 98.3

AIR FM Gold 100.7

Fever 104 FM 104.0

Meow 104.8

AIR FM Rainbow 107.1

Mumbai One

Gyan Vani

Radio MUST

Radio Jamia 90.4 FM

FM stations in Bangalore

Radio City 91.1 FM - Kannada

Radio Indigo 91.9 FM - English

Big 92.7 FM - Kannada

Red FM 93.5 FM Kannada

FM stations in Chennai

hello FM (106.4),

suryan FM,

aaha FM,

big FM,

radio city FM,

radio mirchi FM,

radio-1 FM.

Frequency (MHz)

State / Territory

Location

Station

90.4 MHzAndhra PradeshBhimavaramVishnu FM

90.4 MHzAndhra PradeshMachoor Village

Medak District

90.4 MHzAndhra PradeshTirupatiSri Venkateswara Oriental College

90.4 MHzChandigarhChandigarhVivek 90.4 FM

90.4 MHzChattisgarhRaipurRadio IGKV

90.4 MHzDelhiNew DelhiDU 90.4 FM

90.4 MHzDelhiNew DelhiRadio Jamia

90.4 MHzGujaratAhmedabadMicavaani

90.4 MHzGujaratManipur Village

Sanand Taluka

90.4 MHzGujarat0Vallabh VidyanagarVallabh Vidyanagar Campus Radio (Sardar Patel University)

90.4 MHzHimachal PradeshDharamsalaTashi Delek FM

90.4 MHzJharkhandGarhwaRadio Vikalp

90.4 MHzKarnatakaBengalaru Ramana Voices

90.4 MHzKarnatakaBudikoteNamma Dhwani

90.4 MHzKarnatakaManipalRadio Manipal

90.4 MHzKeralaThiruvanthampuramDC FM

91.2 MHzHaryanaHissarCCS Haryana Agricultural University

91.2 MHzTamil NaduMaduraiPARD Vaanoli

91.9 MHzArunachal PradeshItanagarRadio Oolala (Positiv Radio Pvt. Ltd.)

91.9 MHzAssamGuwahati Radio Oolala (Positiv Radio Pvt. Ltd.)

91.9 MHzGoaPanajiRadio Indigo

91.9 MHzHaryanaHissarRadio Mantra 91.9 FM

91.9 MHzHaryanaKarnalRadio Mantra 91.9 FM

91.9 MHzJharkhandRanchiRadio Mantra 91.9 FM

91.9 MHzKarnatakaBengalaru Radio Indigo

91.9 MHzKeralaKannur Radio Mango 91.9 FM (Malayala Manorama)

91.9 MHzKeralaKochi Radio Mango 91.9 FM (Malayala Manorama)

91.9 MHzKeralaKozhikode Radio Mango 91.9 FM (Malayala Manorama)

91.9 MHzKeralaThrissurRadio Mango 91.9 FM (Malayala Manorama)

91.9 MHzMadhya PradeshGwaliorSuno Lemon 91.9 FM

91.9 MHzMeghalayaShillongRadio Oolala (Positiv Radio Pvt. Ltd.)

91.9 MHzPunjabJalandharRadio Mantra 91.9 FM

91.9 MHzRajasthanAjmerSuper FM (Kushal Global)

91.9 MHzRajasthanJodhpurSuper FM (Kushal Global)

91.9 MHzSikkimGangtokNine 91.9 FM

91.9 MHzTamil NaduChennai Aahaa FM

91.9 MHzTamil NaduCoimbatoreGyan Vani

91.9 MHzTripuraAgartalaRadio Oolala (Positiv Radio Pvt. Ltd.)

91.9 MHzUttar PradeshAgraRadio Mantra 91.9 FM

91.9 MHzUttar PradeshBareillyRadio Mantra 91.9 FM

91.9 MHzUttar PradeshGorakhpurRadio Mantra 91.9 FM

91.9 MHzUttar PradeshVaranasi Radio Mantra 91.9 FM

91.9 MHzWest BengalKolkata Friends FM (Ananda Bazaar Patrika Group)

91.9 MHzWest BengalSiliguriNine 91.9 FM

92.7 MHzAndhra PradeshHyderabadBig 92.7 FM

92.7 MHzAndhra PradeshTirupatiBig 92.7 FM

92.7 MHzAndhra PradeshVishakapatnamBig 92.7 FM

92.7 MHzAssamGuwahati Big 92.7 FM

92.7 MHzChandigarhChandigarhBig 92.7 FM

92.7 MHzDelhiDelhiBig 92.7 FM

92.7 MHzGoaPanajiBig 92.7 FM

92.7 MHzGujaratRajkotBig 92.7 FM

92.7 MHzGujaratSuratBig 92.7 FM

92.7 MHzGujaratVadodara Big 92.7 FM

92.7 MHzHaryanaHissarBig 92.7 FM

92.7 MHzJammu & KashmirJammuBig 92.7 FM

92.7 MHzJammu & KashmirSrinagarBig 92.7 FM

92.7 MHzJharkhandJamshedpurBig 92.7 FM

92.7 MHzJharkhandRanchiBig 92.7 FM

92.7 MHzKarnatakaBengalaru Big 92.7 FM

92.7 MHzKarnatakaMangaloreBig 92.7 FM

92.7 MHzKarnatakaMysoreBig 92.7 FM

92.7 MHzKeralaThiruvananthapuram Big 92.7 FM

92.7 MHzMadhya PradeshBhopalBig 92.7 FM

92.7 MHzMadhya PradeshGwaliorBig 92.7 FM

92.7 MHzMadhya PradeshIndoreBig 92.7 FM

92.7 MHzMaharashtraMumbai Big 92.7 FM

92.7 MHzMaharashtraSolapur Big 92.7 FM

92.7 MHzOrissaBhubaneswar Big 92.7 FM

92.7 MHzOrissaRourkelaBig 92.7 FM

92.7 MHzPuducherri [Pondicherry]PondicherryBig 92.7 FM

92.7 MHzPunjabAmritsarBig 92.7 FM

92.7 MHzPunjabJalandharBig 92.7 FM

92.7 MHzPunjabPatialaBig 92.7 FM

92.7 MHzRajasthanAjmerBig 92.7 FM

92.7 MHzRajasthanBikanerBig 92.7 FM

92.7 MHzRajasthanJodhpurBig 92.7 FM

92.7 MHzRajasthanUdaipurBig 92.7 FM

92.7 MHzTamil NaduChennai Big 92.7 FM

92.7 MHzUttar PradeshAgraBig 92.7 FM

92.7 MHzUttar PradeshAligarhBig 92.7 FM

92.7 MHzUttar PradeshAllahabadBig 92.7 FM

92.7 MHzUttar PradeshBareillyBig 92.7 FM

92.7 MHzUttar PradeshJhansiBig 92.7 FM

92.7 MHzUttar PradeshKanpurBig 92.7 FM

92.7 MHzWest BengalAsansolBig 92.7 FM

92.7 MHzWest BengalKolkata Big 92.7 FM

92.7 MHzWest BengalSiliguriHigh 92.7 FM (Sun Infomedia Pvt. Ltd.)

93.5 MHzAndhra PradeshHyderabadSouth Asia FM (Red FM)

93.5 MHzAndhra PradeshRajahmundrySun Networks (Red FM)

93.5 MHzAndhra PradeshTirupatiKal Radio Ltd. (Red FM)

93.5 MHzAndhra PradeshVijayawadaKal Radio Ltd. (Red FM)

93.5 MHzAndhra PradeshVisakhapatnamSouth Asia FM (Red FM)

93.5 MHzAndhra PradeshWarangalKal Radio Ltd. (Red FM)

93.5 MHzAssamGuwahati South Asia FM (Red FM)

93.5 MHzDelhiDelhiRed FM

93.5 MHzGujaratAhmedabadSouth Asia FM (Red FM)

93.5 MHzGujaratRajkotSouth Asia FM (Red FM)

93.5 MHzJharkhandJamshedpurKal Radio Ltd. (Red FM)

93.5 MHzKarnatakaBengalaru South Asia FM (Red FM)

93.5 MHzKarnatakaGulbargaKal Radio Ltd (Red FM)

93.5 MHzKarnatakaMangaloreKal Radio Ltd. (Red FM)

93.5 MHzKarnatakaMysoreKal Radio Ltd. (Red FM)

93.5 MHzKeralaKannur Kal Radio Ltd. (Red FM)

93.5 MHzKeralaKochi Kal Radio Ltd. (Red FM)

93.5 MHzKeralaKozhikode South Asia FM (Red FM)

93.5 MHzKeralaThiruvananthapuram Red FM

93.5 MHzKeralaThrissurKal Radio Ltd. (Red FM)

93.5 MHzMadhya PradeshBhopalSouth Asia FM (Red FM)

93.5 MHzMadhya PradeshIndoreSun TV Network (Red FM)

93.5 MHzMadhya PradeshJabalpurSouth Asia FM (Red FM)

93.5 MHzMaharashtraAurangabadSouth Asia FM (Red FM)

93.5 MHzMaharashtraMumbai Red FM

93.5 MHzMaharashtraNagpurSouth Asia FM (Red FM)

93.5 MHzMaharashtraNasik South Asia FM (Red FM)

93.5 MHzMaharashtraPune South Asia FM (Red FM)

93.5 MHzMeghalayaShillongRed FM

93.5 MHzOrissaBhubaneshwarSouth Asia FM (Red FM)

93.5 MHzPuducherri PondicherryKal Radio (Red FM)

93.5 MHzRajasthanJaipurSouth Asia FM (Red FM)

93.5 MHzSikkimGangtokSouth Asia FM (Red FM)

93.5 MHzTamil NaduChennai Suryan FM

93.5 MHzTamil NaduCoimbatoreSuryan FM

93.5 MHzTamil NaduMaduraiSuryan FM

93.5 MHzTamil NaduTiruchirapalliKal Radio Ltd (Red FM)

93.5 MHzTamil NaduTuticorin Suryan FM

93.5 MHzUttar PradeshAllahabadSouth Asia FM (Red FM)

93.5 MHzUttar PradeshKanpurSouth Asia FM (Red FM)

93.5 MHzUttar PradeshLucknowSouth Asia FM (Red FM)

93.5 MHzUttar PradeshVaranasi South Asia FM (Red FM)

93.5 MHzWest BengalAsansolKal Radio Ltd (Red FM)

93.5 MHzWest BengalKolkata Red FM

93.9 MHzGujaratVadodara All India Radio (AIR / Akashvani / Vividh Bharati)

94.3 MHzAssamGuwahati Radio Gup-Shup

94.3 MHzChandigarhChandigarhMY FM (Bhaskar Group)

94.3 MHzChhattisgarhBilaspurMY FM (Bhaskar Group)

94.3 MHzChhattisgarhRaipurMY FM (Bhaskar Group)

94.3 MHzDelhiDelhiRadio One

94.3 MHzGujuratAhmedabadMY FM (Bhaskar Group)

94.3 MHzGujuratSuratMY FM (Bhaskar Group)

94.3 MHzKarnatakaBengalaru Radio One

94.3 MHzKeralaKochi Club FM 94.3 (Mathrubhumi)

94.3 MHzKeralaThrivananthapuramClub FM 94.3 (Mathrubhumi)

94.3 MHzMadhya PradeshBhopalMY FM (Bhaskar Group)

94.3 MHzMadhya PradeshGwaliorMY FM (Bhaskar Group)

94.3 MHzMadhya PradeshIndoreMY FM (Bhaskar Group)

94.3 MHzMadhya PradeshJabalpurMY FM (Bhaskar Group)

94.3 MHzMaharashtraKolhapurRadio Tomato (Pudhari Publications)

94.3 MHzMaharashtraMumbai Radio One (formerly Go 92.5)

94.3 MHzMaharashtraNagpurMY FM (Bhaskar Group)

94.3 MHzMaharashtraPune Radio One

94.3 MHzPunjabAmritsarMY FM (Bhaskar Group)

94.3 MHzPunjabJalandharMY FM (Bhaskar Group)

94.3 MHzRajasthanAjmerMY FM (Bhaskar Group)

94.3 MHzRajasthanJaipurMY FM (Bhaskar Group)

94.3 MHzRajasthanJodhpurMY FM (Bhaskar Group)

94.3 MHzRajasthanKotaMY FM (Bhaskar Group)

94.3 MHzRajasthanUdaipurMY FM (Bhaskar Group)

94.3 MHzTamil NaduChennai Radio One

94.3 MHzWest BengalKolkata Radio One

94.3 MHzWest BengalSiliguriRadio Misty FM (Sun Infomedia Pvt. Ltd.)

*94.6 MHzMaharashtraMumbai Win 94.6

95.0 MHzChhattisgarhRaipurRadio Tadka 95 FM

95.0 MHzDelhiDelhiHIT 95 FM

95.0 MHzGujuratAhmedabadRadio One

95.0 MHzKeralaKannur Best 95 FM (Asianet Communications)

95.0 MHzKeralaThrissurBest 95 FM (Asianet Communications)

95.0 MHzMadhya PradeshGwaliorRadio Chaska FM

95.0 MHzRajasthanJaipurRadio Tadka 95 FM

95.0 MHzRajasthanUdaipurRadio Tadka 95 FM

95.0 MHzSikkimGangtokMisty FM

95.0 MHzWest BengalKolkata All India Radio (AIR / Akashvani)

98.3 MHzAndhra PradeshVijayawadaRadio Mirchi

98.3 MHzBiharPatnaRadio Mirchi

98.3 MHzChhattisgarhRaipurRadio Mirchi

98.3 MHzDelhiDelhiRadio Mirchi

98.3 MHzGoaPanajiRadio Mirchi

98.3 MHzGujaratAhmedabadRadio Mirchi

98.3 MHzGujaratRajkotRadio Mirchi

98.3 MHzGujaratSuratRadio Mirchi

98.3 MHzGujaratVadodara Radio Mirchi

98.3 MHzKarnatakaBengalaru Radio Mirchi

98.3 MHzKarnatakaMangaloreRadio Mirchi

98.3 MHzKeralaThiruvananthapuram Radio Mirchi

98.3 MHzMadhya PradeshBhopalRadio Mirchi

98.3 MHzMadhya PradeshIndoreRadio Mirchi

98.3 MHzMadhya PradeshJabalpurRadio Mirchi

98.3 MHzMaharshtraKolhapurRadio Mirchi

98.3 MHzMaharashtraMumbai Radio Mirchi

98.3 MHzMaharashtraNagpurRadio Mirchi

98.3 MHzMaharashtraNasik Radio Mirchi

98.3 MHzMaharashtraPune Radio Mirchi

98.3 MHzPunjabJalandharRadio Mirchi

98.3 MHzRajasthanJaipurRadio Mirchi

98.3 MHzRajasthanRajkotRadio Mirchi

98.3 MHzTamil NaduChennai Radio Mirchi

98.3 MHzTamil NaduCoimbatoreRadio Mirchi

98.3 MHzTamil NaduMaduraiRadio Mirchi

98.3 MHzUttar PradeshKanpurRadio Mirchi

98.3 MHzUttar PradeshLucknowRadio Mirchi

98.3 MHzUttar PradeshVaranasi Radio Mirchi

98.3 MHzWest BengalKolkata Radio Mirchi

101.3 MHzKarnatakaBengalaru All India Radio (AIR FM Rainbow / Akashvani)

101.3 MHzMadhya PradeshBalaghatAll India Radio (AIR / Akashvani)

101.3 MHzMaharashtraOsmanabadAll India Radio (AIR / Akashvani)

101.3 MHzOrissaCuttackAll India Radio (AIR FM Rainbow / Akashvani)

101.3 MHzPuducherri PondicherryAll India Radio (AIR / Akashvani)

101.3 MHzRajasthanBanswaraAll India Radio (AIR / Akashvani)

101.3 MHzUttar PradeshAligarhAll India Radio (AIR FM Rainbow / Akashvani)

101.4 MHzHaryanaKurukshetra All India Radio (AIR / Akashvani)

101.4 MHzKeralaDevikulamAll India Radio (AIR / Akashvani)

101.4 MHzMaharashtraNasik All India Radio (AIR / Akashvani)

101.4 MHzTamil NaduChennai All India Radio (AIR FM Rainbow / Akashvani)

101.4 MHzWest BengalSiliguriAll India Radio (AIR / Akashvani / Vividh Bharati)

101.5 MHzAndhra PradeshMarkapurAll India Radio (AIR / Akashvani)

101.5 MHzKeralaKannur All India Radio (AIR / Akashvani)

101.5 MHzRajasthanSawai MadhopurAll India Radio (AIR / Akashvani)

101.6 MHzChhatisgarhRaipurAll India Radio (AIR / Akashvani)

101.6 MHzMadhya PradeshIndoreAll India Radio (AIR / Akashvani / Vividh Bharati)

101.6 MHzTripuraAgartalaAll India Radio (AIR / Akashvani / Vividh Bharati)

101.8 MHzRajasthanJaisalmerAll India Radio (AIR / Akashvani)

101.9 MHzAndhra PradeshHyderabadAll India Radio (AIR / Akashvani / Twin Cities FM Rainbow)

101.9 MHzJammu & KashmirRajouriAll India Radio (AIR / Akashvani)

101.9 MHzKeralaThiruvanathapuram All India Radio (AIR / Akashvani / Vividh Bharati)

101.9 MHzMizoramLunglehAll India Radio (AIR / Akashvani)

101.9 MHzOrissaBolangirAll India Radio (AIR / Akashvani)

101.9 MHzUttar PradeshFaizabadAll India Radio (AIR / Akashvani)

102.9 MHzKarnatakaBangaloreAll India Radio (AIR / Akashvani / Vividh Bharati)

102.9 MHzMadhya PradeshJabalpurAll India Radio (AIR / Akashvani / Vividh Bharati)

102.9 MHzMaharashtraBeedAll India Radio (AIR / Akashvani)

102.9 MHzOrissaBaripadaAll India Radio (AIR / Akashvani)

102.9 MHzRajasthanChittorgarhAll India Radio (AIR / Akashvani)

103.0 MHzJharkhandDaltonganj

103.0 MHzKarnatakaDharwadAll India Radio (AIR / Akashvani)

103.0 MHzMaharashtraChandrapur All India Radio (AIR / Akashvani)

103.0 MHzNagalandKohimaAll India Radio (AIR / Akashvani)

103.0 MHzTamil NaduCoimbatoreAll India Radio (AIR FM Rainbow / Akashvani)

103.0 MHzUttar PradeshJhansiAll India Radio (AIR / Akashvani)

103.0 MHzWest BengalKolkata All India Radio (AIR Kolkata A / Akashvani)

104.0 MHzChhattisgarhRaipurRadio Tarang

104.0 MHzDelhiDelhiFever 104 FM (HT Media Ltd / Virgin)

104.0 MHzHaryanaHissarRadio Tarang

104.0 MHzKarnatakaBengalaru Fever 104 FM (HT Media Ltd / Virgin)

104.0 MHzMaharashtraMumbai Fever 104 FM (HT Media Ltd / Virgin)

104.0 MHzOrissaBhubaneswarCokelate 104 FM

104.0 MHzOrissaRourkelaCokelate 104 FM

104.0 MHzUttar PradeshKanpurGyan Vani

104.0 MHzWest BengalKolkata Fever 104 FM (HT Media Ltd / Virgin)

104.0 MHzWest BengalKolkata All India Radio (AIR / Akashvani)

104.2 MHzMadhya PradeshBhopalGyan Vani

104.5 MHzJammu & KashmirJammuAll India Radio (AIR / Akashvani / Vividh Bharati)

104.8 MHzChhattisgarhRaipurRadio Rangila FM

104.8 MHzDelhiDelhiRadio Today (Radio Meow FM)

104.8 MHzHimachal PradeshShimla Radio Today (Radio Meow FM)

104.8 MHzJharkhandJamshedpurRadio Dhoom

104.8 MHzJharkhandRanchiRadio Dhoom

104.8 MHzKeralaThrissurClub FM (Mathrubhumi)

104.8 MHzMaharashtraAurangabadGyan Vani

104.8 MHzMaharashtraMumbai Radio Today (Radio Meow FM)

104.8 MHzPunjabAmritsarRadio Today (Radio Meow FM)

104.8 MHzPunjabPatialaRadio Today (Radio Meow FM)

104.8 MHzRajasthanJodhpurRadio Today (Radio Meow FM)

104.8 MHzTamil NaduChennai Chennai Live 104.8FM (Muthoot Group)

104.8 MHzWest BengalKolkata Radio Today (Radio Meow FM)

105.6 MHzAndhra PradeshHyderabadGyan Vani

105.6 MHzAndhra PradeshVisakhapatnamVisakha FM

105.6 MHzBiharPatnaGyan Vani

105.6 MHzChhattisgarhRaipurGyan Vani

105.6 MHzDelhiDelhiGyan Vani

105.6 MHzGoaPanajiGyan Vani

105.6 MHzKarnatakaBengalaru Gyan Vani

105.6 MHzKeralaKochi Gyan Vani

105.6 MHzKeralaThiruvananthapuram Gyan Vani

105.6 MHzMadhya PradeshBhopalGyan Vani

105.6 MHzMadhya PradeshIndoreGyan Vani

105.6 MHzMadhya PradeshJabalpurGyan Vani

105.6 MHzMaharashtraMumbaiGyan Vani

105.6 MHzMaharashtraPune Gyan Vani

105.6 MHzOrissaCuttackGyan Vani

105.6 MHzPunjabJalandharGyan Vani

105.6 MHzRajasthanJaipurGyan Vani

105.6 MHzTamil NaduChennai Gyan Vani

105.6 MHzTamil NaduMaduraiGyan Vani

105.6 MHzTamil NaduTiruchirapalliGyan Vani

105.6 MHzTamil NaduTirunelveliGyan Vani

105.6 MHzUttar PradeshAgraGyan Vani

105.6 MHzUttar PradeshLucknowGyan Vani

105.6 MHzUttar PradeshVaranasi Gyan Vani

106.4 MHzAndhra PradeshVisakhapatnamGyan Vani

106.4 MHzBiharMuzaffarpurRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzDelhiDelhiAll India Radio (AIR FM Gold / Akashvani)

106.4 MHzHaryanaHissarRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzHaryanaKarnalRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzHimachal PradeshShimla Radio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzJharkhandRanchiRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzMadhya PradeshJabalpurRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzKarnatakaBengalaru Gyan Vani

106.4 MHzMaharashtraAhmednagarRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzMaharashtraDhuleRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzMaharashtraJalgaonRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzPuducherri PondicherryHello FM (Malar Publications)

106.4 MHzPunjabPatialaRadio Dhamaal 24 (BAG Films & Media Ltd)

106.4 MHzTamil NaduChennai Hello FM (Malar Publications)

106.4 MHzTamil NaduCoimbatoreHello FM (Malar Publications)

106.4 MHzTamil NaduMaduraiHello FM (Malar Publications)

106.4 MHzTamil NaduTiruchirapalliHello FM (Malar Publications)

106.4 MHzTamil NaduTirunelveliHello FM (Malar Publications)

106.4 MHzTamil NaduTuticorin Hello FM (Malar Publications)

1.1.3 JEWELERY INDUSTRY:Jewellery is a form of personal adornment, manifesting itself as necklaces, rings, brooches, earrings and bracelets. Jewellery may be made from any material, usually gemstones, precious metals or shells. Factors affecting the choice of materials include cultural differences and the availability of the materials. Jewellery may be appreciated because of its material properties, its patterns or for meaningful symbols. Jewellery differs from other items of personal adornment in that it has no other purpose than to look appealing. Items such as belts and handbags are considered to be accessories rather than jewellery. The word jewellery is derived from the word jewel, which was Anglicised from the Old French "jouel" circa the 13th century Further tracing leads back to the Latin word "jocale", meaning plaything. Jewellery is one of the oldest forms of body adornment; recently-found 100,000-year-old beads made from Nassarius shells are thought to be the oldest known jewellery. The jewellery industry in the early 20th century launched a campaign to popularize wedding rings for men, which caught on, as well as engagement rings for men, which did not, going so far as to create a false history and claim that the practice had medieval roots. By the mid 1940s, 85% of weddings in the U.S. featured a double-ring ceremony, up from 15% in the 1920s. Religion has also played a role: Islam, for instance, considers the wearing of gold by men as a social taboo, and many religions have edicts against excessive display. In Christianity, the New Testament gives injunctions against the wearing of gold, in the writings of the apostles Paul and Peter. In Revelation 17, "the great whore" or false religious system, is depicted as being "decked with gold and precious stones and pearls, having a golden cup in her hand."JEWELLERY MARKET:

According to a recent KPMG study the largest jewellery market is the United States with a market share of 30.8%, Japan, India and China and the Middle East each with 8 - 9% and Italy with 5%. The authors of the study predict a dramatic change in market shares by 2015, where the market share of the United States will have dropped to around 25%, and China and India will increase theirs to over 13%. The Middle East will remain more or less constant at 9%, whereas Europe's and Japan's marketshare will be halved and become less than 4% for Japan, and less than 3% for the biggest individual European countries: Italy and the UK.

The Indian Consumer is changing. More aware, more discerning and wanting the best of brands, this consumer wants it all and is ready to experiment. This is evident with luxury brands making a regular appearance in the Indian market and being lapped up with passion, clearly luxury as an attitude is here to stay. The Indian diamond jewellery market has been growing steadily the past decade and has been showing a consistent growth. This year the DJ market is expected to show a growth of 26%, like last year. Half yearly growth stands at an impressive 11%. India has always been a very important market for the diamond jewellery industry. With every 11 out of 12 stones being cut and polished here and with almost 37 Sight-Holders (out of a total of 93 Sight Holders of the DTC) being Indian, the diamond growth fairy tale continues.

There has been an explosion of diamond jewellery brands catering to both the masses and the classes. And most importantly the ever-changing mindset of a consumer who is well traveled, well informed and wanting the best has only added to the growing demand for diamonds. Diamonds are slowly making its way to the most wanted list on a consumers mind. Diamonds are high on the indulgence list and compete effortlessly with other luxury brands. Intact, with new, top end designs in diamond jewellery brands coming in, Indian consumers could not be happier! What is most interesting is that diamonds make for great investment as well. Along with economic growth and increased spending power other inherently Indian cultural and social factors have also contributed to the growth of diamond consumption. These include the big, fat Indian weddings where brides have started expressing themselves by wearing diamonds for the most important day of their lives and the ever-growing influence of the Bollywood.

Retail strategies What works best for Indian consumer:

Since diamond jewellery, especially top end brands, is in that similar luxury space, the consumer is paying a premium and it is vital that the consumer gets the overall shopping experience as well. A quick glance at the jewellery sector outlets shows that out of a total of 33,400 outlets all over the country, there are 11,936 diamond jewellery outlets.

With India having a strong culture of family jewellers, the made to order DJ outlets are quite a few in number: 7,372. And exclusive diamond jewellery stores are only 153 in total. The Indian consumer has a mind that is still wide open; there is a rare opportunity for brands to own that space. Indians are not averse to paying big bucks for DJ brands provided the feeling is that a great deal is being struck. The right ambience, catering to consumers with different mind-sets becomes crucial. Also, any brand that wants to flourish needs to understand the local mind-set.

So whether it is catering to Maharashtras rural business families or the Punjabi farmer community to Bangalores high-tech entrepreneurs or to the razzle-dazzle of Delhi society, brands will have to tune in to the many nuances of Indias new money.Hence, while exclusive diamond jewellery stores, making the consumer feel like king, have to come up along with stand alone stores, it would be equally important that DJ outlets have a presence in malls and department stores.Malls in India are playing an important role. They are giving Indians a taste of how much fun shopping can be. They are also exposing Indians to branded retailing, and getting them used to paying higher prices. But one fact emerges very strongly that the Indian consumer, irrespective of which slot he belongs to, in terms of his class and status, is willing to spend provided he gets absolute value for money. And there will always be the friendly neighborhood family jeweler to fall back on!

1.1.4 LIFESTYLE (CLOTHING):

Media and promotions have been the sole reasons for the brand awareness and consciousness among the Generation Y. This is the new trend that more and more young people are buying clothes which are of a particular reputed brand. When they are out shopping in a chic shopping mall they are sure to visit one of the big brands to buy a pair of jeans or a shirt from the shop. Today the youth are eager to shell out a fortune to buy branded clothes.

The common concept is that the clothing brands provide high quality and great comfort. And hence more and more people are becoming brand loyalist even though they have to give out quite a huge sum of money when he is making his purchases. Most people tend to go and buy which are highly reputed and have a brand value.

By brand value people mean by the quality, the price and the style. Being brand conscious is the new fashion mantra which has caught on like forest fire. The increased income levels help the young people to buy from big clothing brands with much ease and comfort. The urge to look good and stylish has also induced the Gen X to buy clothing brands which are supposed to be cool and 'in'.

Today when more and more people are becoming brand conscious retailers are cashing on it and are earning big bucks. The big names in the clothing brands tell us how our fashion scenario has evolved and changed. There are some brands which have been in business for more than 100 years. These clothing brands have made a definite mark in the fashion and clothing industry. The brands have changed the whole style and clothing scenario.

The clothing brands all over the world reflect the creative genius of the designers who form the powerhouse allowing the apparel companies to work and produce clothing under the name of the fashion house they own. Depending on the fashion that these brands create, the trends spread like fire across boundaries.Popular clothing brands in India:

Formals

WILLsCODETHEME

LOUIS PHILIPPEPARK AVENUELP YOUNG

VAN HEUSENBLACK BERRYTURTLE

ARROWGIOVANNI

Casual (W)

INDIAN TERRAINSHAPESCLUB HOPPERS

ALLEN SOLLYBLACKBERRY KHAKISFAME FOREVER

COLORPLUSPROVOGUEZOD

CELIOV.

MEN

FormalsWILLs

CODE

THEME

LOUIS PHILIPPE

PARK AVENUE

LP YOUNG

VAN HEUSEN

BLACK BERRY

TURTLE

ARROW

GIOVANNI

Casual (W)INDIAN TERRAIN

SHAPES

CLUB HOPPERS

ALLEN SOLLY

BLACKBERRY KHAKIS

FAME FOREVER

COLORPLUS

PROVOGUE

ZOD

CELIO

V.

Casual (K)BENETTON

PUMA

JUST NATURAL

FAHREINHEIT

ADIDAS

TBASE

US POLO

NIKE

NEVA

TANTRA

DELURE

KAPPA

PROLINE

BERGE

KARMA

DenimsLEVIS

SPYKAR

FORCA

PEPE JEANS

FLYING MACHINE

LEE

KILLER

WRANGLER

LEE COOPER

WOMEN

FormalsALLEN SOLLY

EXPOZAY

VAN HEUSEN

CODE

DenimsLEVIS

PEPE JEANS

LEE

KRAUS

SIGNATURE

EthnicBIBA

W

ISVARAH

NEERUS

MAAHI

PRAFFUL

LEFFET

HARRA

SPAN

MELANGE

CasualFOREVER NEW

GINGER

FAME FOREVER

BOSSINI

REMANIKA

MADAME

Premium - InternationalTOMMY HILFIGER

ESPRIT

CALVIN KLEIN JEANS

FRENCH CONNECTION

GIORDANO

1.1.5 RETAIL MARKETING:

The essence of retail marketing is developing merchandise and services that satisfy specific needs of customers, and supplying them at prices that will yield profits. Thereby the concept is a philosophy, not a system of retailing or retail structure. In todays CRM landscape the old analogy comparing the rifle and shotgun approaches to message and / or offer delivery is perhaps more appropriate than ever, as more retail organizations struggle to achieve one-to-one marketing-communications with customers and prospects. Targeting allows a retail enterprise to channel its marketing budget4ere there is the greatest (and fastest) possibility of Return On Investment (ROI)Marketing strategy:A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal.

A strategy consists of a well thought out series of tactics to make a marketing plan more effective. Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill market needs and reach marketing. Plans and objectives are generally tested for measurable results.Todays retail Marketing Managers Must :

Understand the connections between the lifestyle and expenditure characteristics of customers, their propensity to purchase one product or brand over another, and leverage this understanding for competitive advantage.

Improve direct marketing response by ensuring they are targeting the right households at the right time, using the right media with the right message.

Leverage current consumer data to make better strategic decisions about products, marketing and locations.

Increase customer loyalty and retention with a scientific, data driven approach to analytical CRM.

Retail marketing managers can implement the following projects to understand their customer, market and store locations better; achieving a very strong ROI for their retail marketing efforts in the process.

Customer and Market Potential Estimates:

Estimate the revenue potential of your customers to determine their current, potential and life-time value: Estimate your market potential for more effective acquisition initiatives

Quantity and qualify your market opportunities.

Customer and Market Profiles:

Develop more effective communication strategies through a better understanding of who your customers are

Identify your market potential through a better understanding of your targets.Customer and Market Segmentation: Develop more effective communication strategies through a better understanding of different customer groups and your market segments. Customize your product offers by different customer and market segments.The Nature of Retail Marketing

The key aspects of retail marketing are an attitude of mind. In making retail marketing decisions, retailers must consider the needs of the customers. Retail marketing decisions are driven by what the shoppers need and want. Retail marketing is therefore a philosophy and is all about satisfying the customers. What the customers regard as value and what they buy is decisive. What the customers buy determines the nature of the retailers business. The essence of retail marketing is developing merchandise and services that satisfy specific needs of customers, and supplying them at prices that will yield profits. Retailers must take the customers needs into consideration in retail operation. Retail marketing is stimulating, quick-paced, and influential. The retail marketing concept is the acceptance by the retailer that it is the customer and not demand that lie at the core of the retail organization. The changing Retail Environment:

Profound changes are taking place, and will continue to occur, in the retail industry. In terms of sales, the retail landscape is moving away from specialty stores and department stores toward discount retailing. Although the future is difficult to predict, forthcoming trends in retailing will focus on demographics, geographic convenience, time convenience increased food expenditure away from home and rapid changes in information technology. In addition, retailers will find a convergence of electronic methods and traditional methods of Retailing.

FIVE PILLARS OF RETAILING: Solve customers problems.

Treat customers with respect.

Connect with customer emotions.

Set the fairest (not the lowest) price.

Save customers time.

COMPANY PROFILE

1.2 INTRODUCTION:BIG FM 92.7 s a nationwide private FM radio station in India owned by Indian businessman Anil Ambani. It broadcasts at 92.7 MHz (92.7FM). BIG 92.7 FM, Indias No. 1 FM Station and the Radio initiative from Adlabs Films Ltd., since the launch of its first Station in September 2006, has expanded at sturdy BIG and is poised to create history by successfully completing its goal for a 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. This is the only private FM radio station which is being broadcast from Srinagar and Jammu in Jammu & Kashmir state. It has made an announcement to invest Rs. 4,000,000,000 dedicated to transmission equipment, infrastructure and licensing; which would make the proposed network the largest ever. The Company has taken 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 and has already completed the same in 44 of the 45 targeted cities. In the first phase of its launches, BIG 92.7 FM set up Stations in the metros of Delhi, Hyderabad, Chennai, Kolkata, Bangalore and Mumbai. The second phase of launches has taken BIG 92.7 FM to several tier II towns at the end of which the total count will be taken to 45.

BIG 92.7 FM is amongst the largest radio station networks in the country. As per RAM (Radio Audience Measurement), BIG 92.7 FM was already among the Top 2 stations in each of the 3 markets currently under measurement in just 18 months of launch.The FM radio stations are located in diverse regions in India and the Company has been successful in attracting local listeners in each of these markets. The Companys superior understanding of audience preferences enables the Company to provide content that is customized to their taste, language and culture. What adds to BIG 92.7 FMs complete effectiveness is that its programming is geared towards the aspiration-ally conscious and active masses whose daily life is a quest to better their lives and lifestyles. BIG 92.7 FM is making a strong personal connect with millions every day! Adding to the overall impact are the Networks Brand Ambassadors -- Superstars Abhishek Bachchan for the Hindi belt, Asin for the Telegu and Tamil markets, and Upendra for the Kannada market.BIG 92.7 FM brings 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 is 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. From July 1, 2008, BIG FM included Singapore, the first city outside India, in its broadcasting network. It broadcasts its programmes daily from 5 to 8pm on XFM 96.3, under the name of 'BIG Bollywood 96.3FM' .

Its main tagline is "Suno Sunao, Life Banao".CEO BIG 92.7 FM MR TARUN KATIAL

VISION"TO BE A LEADER IN THE OUT-OF-HOME SPACE WITH THE LARGEST, SLEEK, EFFECTIVE, and INNOVATIVE Media owners"

MISSION

IMPACTING ITS LISTENERS LIVES POSITIVELY, AND APPLAUDING THE WORK AND ACHIEVEMENTS OF LOCAL HEROES THROUGH ITS CONTINOUS INITIATIVES.

Key Statistics about BIG 92.7 FM

Headquarters Mumbai Area, India

Industry Broadcast Media

Type Privately Held

Company Size 1,200 employees

Founded 2004

Website http://www.big927fm.com

Common Job Titles

Sales Account Manager 23%

Head 11%

Manager 7%

Producer 6%

Sales Head 5%

Top Schools

Delhi Univ 6%

Kendriya Vidyalaya 5%

Devi Ahilya Vishwavidyalaya 4%

Univ. of Mumbai 4%

Amity Bus. School 3%

Median Age 28 years

Median Tenure 1 year

Gender

Male 66%

Female 34%ACHIEVEMENTS AND AWARDS:

1. IDEA BIG BANGLA MUSIC AWARDS 2010 : The biggest night for Bangla music.

2. RJ Ayushmann of BIG 92.7 FM creates history: Wins Young Achievers Award

3. Big 92.7 FM's RJ Manjushree honoured by Lions Club, Mangalore

4. Manglore:rj Avinash achieves 92.7 hrs marathon with kushi express on big 92.7 fm.1.2.1 COMPETITORS INFORMATION:

Radio Mirchi (98.3 FM) is a nationwide network of private FM radio stations in India. It is owned by the Entertainment Network India Ltd (ENIL), which is one of the subsidiaries of The Times Group"Mirchi" is Hindi for chili. The tagline of Radio Mirchi is "It's hot!"

HISTORY:

The original avatar of Radio Mirchi was Times FM. Radio Mirchi began operations in 1993 in Indore. Until 1993, All India Radio or AIR, a government undertaking, was the only radio broadcaster in India. The government then took the initiative to privatize the radio broadcasting sector. It sold airtime blocks on its FM channels in Indore, Hyderabad, Mumbai, Delhi, Kolkata, Vizag and Goa to private operators, who developed their own program content. The Times Group operated its brand, Times FM, till June 1998. After that, the government decided not to renew contracts given to private operators.

In 2000, the government announced the auction of 108 FM frequencies across India. ENIL won the largest number of frequencies, and thus started its operations under the brand name Radio Mirchi.

In January 2006, Radio Mirchi bagged 25 frequencies in the second wave of licenses that were issued by the Government of India. This pushes the Radio Mirchi presence in 32 centers. In the first wave of launches, Indore was the first city in India having grade of first private radio channel Times decided to start radio channel to address the mass audience as advertisers can be attracted by showing a low cost per thousand.AREAS OF OPERATIONCurrently, Radio Mirchi has a presence in more than 33 cities, including the 6 metros of India and Radio Mirchi is the costliest station in India as they charge more than double of the competition. Radio Mirchi believes premiumness can be achieved by charging more from the clients.

It reaches out to almost 52% of FM radio listeners in Delhi 44% in Mumbai,40% in Indore,35% in Jaipur,30% in Bhopal, 20% Chennai, 17% in Kolkata, 15% in agpur,10% in Bangalore and 02% in Raipur(as till 2006). Radio Mirchi has started providing Visual Radio to its subscribers in Delhi from 25 July, 2006 onwards and in Mumbai from September 2006.

MISSION

"Tapping into peoples emotions, thats the mantra behind Mirchis programming."

MIRCHIS POSITIONING

Mirchi.Apka Apna Bollywood station! The ultimate stop for all the film world buzz. Mirchi caters to the young at heart. Its a royal mix of fun and entertainment! As far as music is concerned, we are a hit radio format. We play music, which is already a hit amongst audiences. And we do not break new songs. 80 per cent of Mirchis content is contemporary Bollywood music. As far as retro is concerned, we generally play the old numbers post 9 pm at night or during the afternoons. Thats the Mirchi fare for you!MEOW 104.8 FM

Meow 104.8 FM is India's first Just-for-Women Radio station started operating out of three metros in India i.e. in Delhi, Mumbai and Kolkata. Meow FM is an India Today Group venture with Anil Srivatsa as it's Chief Operating Officer.

This is how Anil describes and introduces Meow FM to visitors :

"They say God first created man because one always starts with a rough draft. Radio today followed his plan and waited for the appropriate time to launch Meow 104.8FM, India's first Just-for-Women Radio station, an India Today Group venture.

We understand what women want and consistently keep the content of Meow 104.8 FM very close to her heart. Staying true to our nature of breaking rules, we chose not to follow the traditional structure of radio programming were talk is always a monologue and second to music, but rather connect with real people out there.

Our biggest strength is interactivity because we engage with our listeners in a one to one conversation. Hence, ours is a completely unscripted and live show with a human face.

Our exceptionally creative team settles for nothing but the best for our listeners, and it's an experience to tune in to Meow 104.8 FM to talk with our on "on air hosts".

1.3 INTRODUCTION TO TOPICAdvertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products, ideals, or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. These brands are usually paid for or identified through sponsors and viewed via various media. Advertising can also serve to communicate an idea to a large number of people in an attempt to convince them to take a certain action.

Advertising is any paid form of nonpersonal presentation and promotion of ideas, goods or services by any identified sponsor. Advertisers include not only business firms , but also museums, charitable organizations. Advertisements are a cost effective way to disseminate messages whether to build brand preference or to educate people.CHAPTER-2REVIEW OF LITERATUREREVIEW OF LITERATUREGOPAL DAS (2009) in an article impact of sales promotion on buyer behavior-Indian retail customers tries to find out impact of retail sales promotions on consumers buying behavior. In the Global Context of Open Market Economics of Today, the consumer has become the king. He enjoys a lot of Freedom in his Purchase Decision. A consumer is in the Position to influence the manufacturer or the marketer regarding, size, quality, content of the product, price, post sales service, among other things. As a result, the markets no longer remained the "sellers market", it obviously turned in to buyers market". With the Indian retail boom, many players are entering with different retail formats. As a result, competition is becoming very tough. Keeping in mind that the Indian consumer is price sensitive, each player is trying to attract more customers through different sales promotional activities. But the exact picture of the impact of sales promotion on consumer behavior is yet unclear to the retailer. VIVEK GUPTA (2008) in an article developments of Indian retail sector states that In terms of the retail development index India ranks fifth. In Asia it occupies the second position, next to China. Among all the global markets, the Indian retail market is the most expanding. Given the developments and prospects, the Indian retail sector is in its nascent stage of evolution. While there are obstacles, there are clear opportunities in modern retailing in India.The retail sector have proved to be of immense significant from macro-economic point of view. What is to be seen is how organized retail can duplicate the same level of personalized customer service levels offered by the unorganized sector to have a higher conversion ratio. Gaining and maintaining consumer preference is a battle that is never really won. Continued and consistent branding initiatives that reinforce the consumers purchase decision will, over time, land the product in consumer preference sets. Attaining and sustaining preference is an important step on the road to gaining brand loyalty MARLA ROYNE STAFFORD (2006) in an article retail services advertising stated that in an exploratory study, two message appeals (rational and emotional) and two media (print and radio) were tested to determine whether certain message or media strategies are more appropriate than others for two broad categories of retail services. For both types of services, a rational appeal generated higher levels of attitude toward the ad than an emotional appeal and radio ads generated higher levels of patronage intention than print ads. In addition, a main effect for service type was found for two of the dependent variables, indicating that more experiential retail services may benefit more, overall, from radio and print advertising than utilitarian offerings. CHAPTER-3RESEARCH METHODOLOGY

RESEARCH METHODOLOGY

OBJECTIVES OF THE STUDY: To study the Advertising medias being adopted by three industries present in the Amritsar, i.e. Jewellery, Lifestyle and Automobiles industry. To Determine the Newspaper, FM radio and Out Of Home Being Preferred The most for retail store advertisement. To study the effectiveness of sales representatives of 92.7 BIG FM

RESEARCH DESIGN: Statement of the problem

Data collection

Research Design

Scope of study

Data analysis and tools and techniques

Limitations I Statement of the problem:Problem definition is the first & foremost part of the research process, without this research cannot be completed until and unless there is a problem or objective, the research cannot be initiated. Problem definition refers to the objective on which research has to be done, so problem definition in my project is the study of Preference Of Advertising Medias Being Adopted By Jewellery, Automobiles and Lifestyle Industry in Amritsar. My study has everything to do with clients perception about different mediums of advertisement. I. Data collection:Source of Data:

Two types of data sources will be taken into consideration:-

1. Primary Data

2. Secondary DataPrimary Data: The primary data are those which are collected a fresh and for the first time and thus happen to be original in character. Under this project direct collection of data from source of information & techniques such as survey through questionnaire for customers has been considered.

Secondary Data: Secondary data is one which has already been collected by someone else and which has already been passed through statistical processing. Under this project secondary data is been collected from journals, magazines, & web sites.

II. Research Design:-Type of Study: Study is descriptive in nature as its based upon the facts and figures.

Type of universe: The universe is the entire group of items the researchers wish to study and about which they plan to generalize. Under this project type of universe include people residing in India.

Population: Under this project type of population include people residing in Amritsar city.

Size of Sample: Number of people surveyed. The sample consists of 35 respondents.

Sampling Procedure: Sampling procedure refers to technique used in selecting the items for the sample. Under this project selection of respondents is on the basis of judgemental sampling.

Data analysis and Tools and Techniques: In this study tools and techniques used for data analysis and interpretation are tables, graphs & percentages techniques.

Scope of Study: This study is mainly confined to the COMPANIES of Amritsar. The size of sample is 35 respondents.

Limitations of the Study:

Time for the completion of the project was too short to do an in-depth study. Respondents were not willing to give the response. The sample size was not enough to reach on any exact conclusion. Study is based on primary and secondary data that may or may not be true. As primary data was to be collected, it took 1 hour for getting data from 1 respondent, so the task was tedious.

As the scope of the study is limited to Amritsar city, it was difficult to meet the exact person who takes marketing decisions of the company.CHAPTER-5

DATA ANALYSIS

ANDDATA INTERPRETATION

DATA ANALYSIS AND DATA INTERPRETATIONTABLE 5.1.MEDIA BEING PREFFERED FOR RETAIL STORE ADVERTISEMENT The table below shows the data of the companies advertising their retail stores through

different mediumsOPTIONSNO OF RESPONDENTS% AGE

NEWSPAPERS2571%

RADIO2366%

OUT OF HOME2057%

LOCAL CABLE1029%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options.

FIGURE 5.1Interpretation:From the above bar graph it is clear that, while deciding on advertisements respondents want to cover all the markets through the use of different mediums of advertising .i.e. newspapers, radio, out of home and local cable. As the respondents consider local cable an outdated concept of advertising, thats why only 29% respondents opted, whereas 71% respondents opted for newspapers, 66% for radio and 57 % for out of home medium of advertising.TABLE 5.2.NEWSPAPER BEING PREFERED FOR RETAIL STORE ADVERTISEMENTThe table below shows the data of the companies advertising their retail store through different newspapersOPTIONSNO OF RESPONDENTS%AGE

PUNJAB KESARI

2571%

DAINIK JAGRAN1646%

DAINIK BHASKAR2160%

THE TRIBUNE2057%

HINDUSTAN TIMES 1440%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options.

FIGURE 5.2

Interpretation:

From the above pie-chart it is clear that most of the respondents .i.e. 71% opted for Punjab Kesari, as it is the oldest newspaper and captures the market share too with maximum number of readers. 46% respondents opted for Dainik Jagran as they want to cover all the readers in Amritsar. 60% respondents opted for Dainik Bhaskar as it is the second most sold newspaper after Punjab Kesari and does offer good deal packages to corporate.57% respondents opted for The Tribune newspaper as it covers the educated readers which are a part of the market itself.40% respondents opted for Hindustan Times newspaper.TABLE 5.3.REASONS FOR ADVERTISING THROUGH NEWSPAPERSThe table below shows the data of the reasons due to which retail store advertisement is preferred through newspapersOPTIONSNO OF RESPONDENTS%AGE

MAXIMUM READERSHIP1851%

TIME720%

RETENTION OF ADVERTISEMENT1029%

SPECIAL OFFER617%

TARGET AUDIENCE411%

ANY OTHER515%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options.

FIGURE5.3Interpretation:

From the above pie-chart it is clear that 51% of the respondents opted for newspaper for advertising due to maximum readership.20% opted for time .i.e. respondents feels that target audience does have time early morning and they do read newspaper at that time.29% respondents opted for retention of advertisement, i.e. people do retain some amount of the advertisement when they go through it again and again.17% respondents opted for advertisement in newspapers just because they were getting special offers, like news with advertisement.11% opted for newspapers as their target audience does reads newspapers and 15% respondents has some other reasons for giving advertisements in the newspaper, like, getting better service from the company, invitations to social parties etc.TABLE 5.4.FM RADIO BEING PREFERRED FOR RETAIL STORE ADVERTISEMENTThe table below shows the data of the companies advertising their retail store through FM radio channels

OPTIONSNO OF RESPONDENTS%AGE

BIG 92.7FM2571%

94.3MY FM1029%

MEOW 104.8FM926%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options

FIGURE 5.4Interpretation:

From the pie-chart it is clear that 71% respondents opted for BIG 92.7 fm, despite the fact that Big 92.7 FM charges more from its customers for the on air advertisements, than the other two Fm channels present in the market. The reason being it first tries to engage its customer and then enrich them with a wide range of its offers.29% respondents opted for 94.3 my FM and 26% of the respondents opted for MEOW 104.8 FMTABLE 5.5.REASONS FOR ADVERTISING THROUGH FM RADIO

The table below shows the data of the reasons due to which retail store advertisement is preferred through FM RADIOOPTIONSNO OF RESPONDENTS%AGE

TRAVELLING1543%

LISTNERSHIP926%

REPETITION1234%

COST1337%

ANY OTHER1851%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options

FIGURE 5.5Interpretation:

From the above pie-chart it is clear that 43% respondents prefer FM radio medium because while traveling a person doesnt has any other option he/she has to listen to the radio and is not provided with any other source at that time,26% respondents opted for listener ship,34% opted for radio as the same jingle is repeated more than one time in a day by which brand hammering is done,37% respondents opted for cost because radio is one of the cheapest source of advertisement to reach the customers,51% respondents felt that there were other reasons to advertise like service provided, special offers and corporate tie-ups.TABLE 5.6. OUT OF HOME BEING PREFERRED FOR RETAIL STORE ADVERTISEMENT

The table below shows the data of the companies advertising their brands through OOH (out of home)OPTIONSNO OF RESPONDENTS%AGE

BILLBOARDS1749%

MOBILE BILLBOARDS39%

INSERTS2057%

MOBILE SMS720%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options

FIGURE 5.6

INTERPRETATION:-

The study revealed that huge number of cost was spent to advertise through out of home mediums. The study revealed that 49% respondents advertise through BILLBOARDS, as they stick to one place, people have to go through them forcefully and retail companies try to cover the crowded parts of the city through these billboards. 9% respondents use mobile billboards to advertise and reach those parts of the city which they cant cover through other mediums. 57% prefer inserts as it is cheapest and 20% prefer mobile SMS.TABLE 5.7.REASONS FOR ADVERTISING THROUGH OUT OF HOMEThe table below shows the data of the reasons due to which retail store advertisement is preferred through out of home

OPTIONSNO OF RESPONDENTS%AGE

VISIBILITY1543%

BRAND HAMMERING2057%

PRIME LOCATION1029%

ATTRACTION1851%

**In this case the sample size is coming out to be more than 35 because respondents have opted multiple options

FIGURE5.7INTERPRETATION:-

43% respondents felt that Visibility is one of the main reason to advertise through out of home service. 57% respondents felt that brand hammering is easily done by advertising through out of home service. 29% Respondents felt that billboards and mobile billboards could be easily placed on the prime locations of the city to make the advertisement effective. 51% respondents stated if the content in the advertisiment is good enough it could attract viewers towards it tooTABLE 5.8. ADVERTISEMENT THROUGH CABLE

The table below shows the data of the companies advertising their brands through local cable

OPTIONSNo. OF RESPONDENTS%AGE

YES1029%

NO2571%

Total35100%

FIGURE 5.8INTERPRETATION:-

The local Cable channel was not much preferred by the respondents. As the pie chart depicts only 29% felt a need to advertise through local Cable due to the visual display and to show the latest model to attract customers. As from the study we get to know that Cable is getting outdated i.e. 71% said no. As the big business houses like BHARTI AIRTEL AND RELIANCE are coming in with Direct To home service. So the local cable is getting outdated

TABLE 5.9. REASONS FOR NOT ADVERTISING THROUGH CABLE

The table below shows the data of the reasons of the companies not advertising their brands through local cable OPTIONSNO OF RESPONDENTS%AGE ROUND-OFF

LESS VIEWERSHIP1352%52%

COSTLY520%20%

OUTDATED2080%80%

D T H SERVICE1664%64%

**In this case the sample size is coming out to be more than 25 because respondents have opted multiple options.

FIGURE 5.9INTERPRETATION:-Nowadays retailers look for new and innovative means to communicate with their target audience. But the local cable is loosing its luster as retail companies in Amritsar no more prefer to advertise through it, reason being the interest of target audience is more towards other national and world channels, i.e. 52% respondents stated less viewership to be the reason for not advertising through local cable. Only 20% respondents feel that it is costly as compared to other mediums and also not reaching target audience. 80% of the respondents feel that its getting outdated; hardly anyone has the time to tune into local cable. Nowadays ladies tune in for the family soaps whereas mens tune into news channels. 64% feel that, trend has changed and people have started using direct to home service being provided by big business houses and they will capture more market in the future.TABLE 5.10. ADVERTISEMENTS SPENT OF THE RETAIL CLIENTS

The table below shows the data, i.e., how much investment is done for the promotion

OPTIONS(annually)No. OF RESPONDENTS%ageRound off

Below 1 lakh25.71%6%

1 lakh 2 lakh38.57%8%

2 lakh 10 lakh822.85%23%

10 lakh and above617.14%17%

No Answer1645.71%46%

Total35100%100%

FIGURE 5.10INTERPRETATION:-

As the Pie chart depicts 46% of the respondents were not interested in sharing their annual advertisement spend, but in the city their were 17% of the respondents spending more then rs10,00,000 and 23% respondents spending between rs2,00,000 to rs10,00,000. 8% spending between rs 1,00,000 to rs 2,00,000 and 6% respondents spending below rs 1,00,000. CHAPTER 6

FINDINGS & SUGGESTIONSFINDINGS OF THE STUDY Investment expenditure done for advertisement purposes in Amritsar city is increasing and with times to come it will definitely multiply Corporate and Local Business houses now understand the importance of brand hammering. Fm market is growing day by day in the Amritsar city. Most of the people tune into FM Radio while travelling as they dont have any other medium at that time.

Big 92.7 leads the Fm radio market and its the first preference of respondents.

Punjab Kesari being the oldest newspaper with a large number of readers is preferred for local advertisements by the respondents.

Tribune newspaper is preferred in the English newspapers. Survey shows that local cable is getting outdated and pushed back due to DISH T.V People prefer to view other channels rather than those being offered by local cable. Survey shows that OOH medium is highly preferred by the respondents and with the passage of time it will turn out to be a good medium. Billboards is being highly used by the retail companies for the promotion of the storeCHAPTER -7CONCLUSIONCONCLUSION

Here I conclude that the summer internship program done in BIG 92.7 FM, for partial fulfillment of the MBA degree in GLOBALINSTITUTE OF MANAGEMENT has been completed successfully. I did my research regarding to study the preference of advertising medias adopted by three retail sectors (Jewellery, Automobiles and Lifestyle) with special reference to FM. The decisions and calculations made by the marketing manager or the owner of the company were studied. The choice decisions made by the marketing manager or the owner were also studied. From the survey I learn that Fm market is growing day by day in the Amritsar city, most of the people tune into FM Radio while travelling as they dont have any other medium at that time, corporate and Local Business houses now understand the importance of brand hammering, day by day more and more investments are done for advertisement purposes, Big 92.7 leads the Fm radio market and its the first preference of respondents. Punjab Kesari being the oldest newspaper with a large number of readers is preferred for local advertisements by the respondents, Tribune newspaper is preferred in the English newspapers. At last I would like to say that it was really a great experience and I have learnt a lot during my training period.

LEARNING EXPERIENCEDuring the training period following things were learnt:SALES: I had my training in the sales department of BIG 92.7 FM. So i used to go out to the market with the Sales Executive of the company to learn the various skills of sales, how to engage customer with you and also the negotiation process. During my training period I visited many worthy clients of BIG 92.7 FM in various fields like JEWELLERY, EDUCATION,HOTELS and MALLS. SOCIAL NETWORKING WEBSITES: During my training period I learned that building social contacts and reaching new contacts is a very important task for a sales manager\executive. The social networking websites which are more used for the leisure and time pass activities could gather us some important information regarding the client and also to build some healthy relationships with the client. Websites like linkdin.com and facebook.com can be used to reach new prospects and also to get their personal details and make some healthy relations with them.ADVERTISEMENT TRACKING: This was another important thing to learn. One can not imagine to stay in the market unless and until he/she doesnt keeps a track record of its competitors. So during my training period I learned how advertisement tracking is done. An excel sheet is prepared and all the advertisements running with the number of repetitions and their second age is recorded on excel sheet of a particular radio channel.PRINT TRACK: This track is prepared daily to know about the clients present in the market and giving advertisements in the newspapers. Through this track we were able to know about the clients who are not presently giving business to us but are advertising through other mediums.MARKET ROUND: Market round means sales executive has to roam in the market and look for new business, if any new education institute, restaurant, hotel etc are entering the market. This activity gives an edge to the sales executive as he/she could approach the customer before others.BIBLIOGRAPHYhttp://en.wikipedia.org/wiki/FM_broadcasting_in_India

http://www.indianetzone.com/37/developments_indian_radio.htm

http://www.indiatogether.org/2004/may/med-trairadio.htm

http://www.linkedin.com/companies/big-92.7-fm

en.wikipedia.org/wiki/Fm_radio

http://en.wikipedia.org/wiki/BIG_FM_92.7

http://www.moneycontrol.com/annual-report/reliancemediaworld/directors-report/RMW01

en.wikipedia.org/wiki/file:radiomirchi.jpg

http://www.vu2.in/component/content/article/54-fm-frequency-modulation-broadcast-services/128-big-927-fm-radio-indias-biggest-fm-radio-station-network-big-927-fm-radio-delhi-india.html

http://www.daijiworld.com/news/news_disp.asp?n_id=70374

http://www.indiaprwire.com/downloads/photo/200911/10447.jpg

http://www.oaklandcolleges.net/retail/emerging-trends-in-retail-marketing-strategy

ANNEXURE

QUESTIONNAIRE

Dear Respondent,

I am RISHABH SETHI, pursuing MBA from GLOBAL INSTITUTE OF MANAGEMENT, AMRITSAR conducting a survey on TO STUDY THE PREFERENCE OF ADVERTISING MEDIAS ADOPTED BY THREE RETAIL SECTORS (JEWELLERY, AUTOMOBILES AND LIFESTYLE) WITH SPECIAL REFERENCE TO FM. Kindly spare few moments to fill the questionnaire from your valuable time. All the information will be kept confidential.Q.1. Which media being prefered for retail store advertisement?

a. Newspaper b. Radio

c. Out of home d. Local cable

Q.2 If newspaper,out of the following which newspaper would you prefer for the retail store advertisement?

a. Punjab Kesari

b. Dainik Bhaskar c. Dainik Jagran

d. The Tribune

e. Hindustan Times

Q.3 What are the reasons for advertising through newspapers?

a. Maximum readership

b. Time

c. Retention of advertisement

d. Special offer

e. Target audience

f. Any other

Q.4 If FM RADIO,out of the following which FM channel would you prefer for retail store advertisement ?

a. BIG 92.7FM

b. 94.3MY FM

c. MEOW 104.8FM

Q.5 What are the reasons for advertising through FM RADIO ?

a. Travelling

b. Listenership

c. Repitition

d. Cost

e. Any other

Q.6 If OUT OF HOME, out of the following which OUT OF HOME would you prefer for retail store advertisement ?

a. Billboards

b. Mobile billboards

c. Inserts

d. Mobile SMSQ.7 What are the reasons for advertising through OUT OF HOME ?

a. Visibility

b. Brand hammering

c. Prime location

d. AttractionQ.8 Do you prefer advertising through local cable channel?

a. Yes

b. No

Q.9 What are the reasons for not advertising through local cable channel ?

a. Less viewershipb. Costlyc. Outdatedd. DTH Service

Q.10 What is the advertisment spent on your retail store yearly? a. Below 1 lakh b. 1 lakh 2 lakh

c. 2 lakh 10 lakh

d. 10 lakh and above

e. No Answer INFORMATION ABOUT THE RESPONDENT:1. Name

2. Address

3. Gender

(a) Male

(b) Female

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