Karnataka - Bangalore   

FM Rainbow retains its spectrum

BANGALORE: All India Radio (AIR), Bangalore, has managed to hold its own against the intense competition on the airwaves triggered by the advent of private radio stations.

According to Audience Research Officer, AIR, Bangalore, Deep Kumar, the AIR’s FM Rainbow, which launched its transmission in Bangalore in September 2001 in the wake of the revolution in broadcast technology, commands an audience of 24 lakh people of the radio home population of 27 lakh in the region covered by the radio channel.

The audience research carried out in September 2008 covered Bangalore Urban, Bangalore Rural, Kolar, Tumkur, Mandya, Ramanagara and Chickaballapur districts, besides listeners in Madikeri, Sringeri and north Karnataka, who listen to the FM Rainbow broadcast through Direct To Home (DTH) technology. Mr. Kumar said FM Rainbow’s coverage was spread across 11,300 sq km.

“Out of the 13 lakh households in the region, the total number of FM radio homes is 6.05 lakh. Though the average daily reach of FM Rainbow is estimated to be 20.19 lakh, the extent of listening [number of audience] is around 24.61 lakh, which is 89 per cent of the radio population homes,” Mr. Kumar said.

Though Mr. Kumar said it would be inappropriate to give the figures of the audience of private radio channels, he said AIR’s FM clearly occupied the numero uno status, leaving the competitors way behind.

He said FM Rainbow had consistently led the audience chart since 2001, there was a brief period during 2006 when the figures fell owing to intense competition.

“But, we managed to bounce back by introducing new people-friendly programmes that are information as well as entertainment oriented,” he said.

Station Director of AIR, Bangalore, Chetan Naik said AIR had managed to cross its targeted revenue collection of Rs. 4 crore for 2008-09 despite recession.

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