Big 92.

7 FM
COMPANY PROFILE

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).
Currently, it covers 45 cities. 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.
Big 92.7 FM is poised to create history with its pan-India presence,
spanning across 45 cities, 1,000 towns and 50,000 villages and reaching
200 million Indians across the length and breadth of the country. The
company plans to take radio as a medium of entertainment not only to
the key metros, but also to virgin markets that have never before
experienced radio as a medium of entertainment.
And for the record, every fifth Indian will now listen to the same
frequency 92.7 FM all across the country. The station will talk to every
third urban Indian and one in every eight rural Indians. In a nutshell, Big
92.7 FM aims to give the largest coverage by any private radio channel
in the country.
Every medium of entertainment relies on its 'content' to get its target
audience attracted to it. To address the competitive nature of radio as a
medium and to ensure the station stands out from the clutter, Big 92.7
FM has undertaken extensive research and in-depth analysis of the likes

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and dislikes of its listeners before putting together its innovative
programmes.
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 listeners’ time 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 common man who works relentlessly and voluntarily for the
betterment of society.
Manav Dhanda, National Programming Head, Big 92.7 FM, says, "We
have a lot going for us, but it will be our unique content that will set us
apart. Extensive research in region-wise psychographics has helped us
construct original and relevant matter that will appeal to the varying
emotional make-up of the audiences across the nation. It is our endeavor
to ensure we have a station that has relevance to the listener and is also
high on aspiration." 
Vishal Mull, National Creative Director, Big 92.7 FM, adds, "The
importance of such findings cannot be stressed enough as our research
has given us vital facts about this nation's people and are utilizing this
information to the hilt in order to deliver a fine product. We are doing
away with irrelevant information that does not prove useful to our
listeners. At the end of the day, we don't want to restrict our audience to
only the existing listener population, but want to attract the non-listener
and that is what we have worked towards." 
Auditorium Music Tests (ATMs) have been conducted across all cities
and over 1,000 songs run past the sample audiences to verify both local
flavor and the city-connect. It was observed that most cities played
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songs that were 'perceived' as favorites but in actual fact were not so!
Hence, based on these findings, the station will air tunes, 40 per cent 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.
The radio station will boast of outdoor broadcasting vans which will be
stationed across the cities to broadcast listeners' opinions and comments
on various topics.
Big FM will invest over Rs 40 crore in the first year itself. With an
investment of Rs 400 crore dedicated to transmission
equipment, infrastructure and licensing, the proposed network for Big
92.7 FM will be the largest ever. The overall manpower strength will
stand at 1,500 employees nationwide. The IP protocol technology being
utilized for Big 92.7 FM has been sourced from AXIA, US, making this
station amongst the first to utilize such superior gear in Asia. 
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'.
BIG FM is the radio partner for the Bangalore Restaurant Week an event
involving reportedly, the best restaurants in Bangalore. A number of
radio contests are expected to be aired that enable contestants to win
prizes.

BIG FM's main tagline is "Suno Sunao, Life Banao".

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 SYNOPSIS OF THE STUDY

Objectives of the study:

 To study the FM industry in India.
 To identify the target customer group and also to establish the
profile of target customer group

 To understand the influence of advertising and promotion in

buying behavior.
 To ascertain the brand awareness of the FM stations identified.
 To compare the consumer preference towards a Radio channel.

Tools of data collection:

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Sampling:

Sample size –
Sample unit –

Scope and uses:

 It will extend to the actual field study of these stations in Kolkata.

 It will give information to the prospective customers.
 Help us gain independent knowledge about the listener’s
perception of the FM stations identified.
 The study can help the companies get additional research
information.
 It facilitates evaluation of brand name and customer satisfaction.

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Format of the Questionnaire Employed
Dear customer,
We, the Management students of IIPM, are conducting a study on the
customer perception of three FM Stations in Kolkata, viz., 91.9 Friends
FM, 98.3 FM Radio Mirchi and 92.7 Big FM. Please fill in the following
Questionnaire to help us in our survey.

NAME: _________________________________________________________________
OCCUPATION: Student Housewife
Professional Work from Home
AGE : below 18 18 – 24 25-39 40 – 59
60+
GENDER : Male Female

Radio qns.
1. How often do you tune in to radio?
Once a week fortnightly
Once a month Daily
2. How much time you spend on listening to radio per day?
0 hour 1-2 hour 3-5 hour more than 5 hours
3. When do You usually Tune into a radio channel.
6 am – 10 am 10 am – 2pm

2pm– 6 pm 6pm – 10 pm 10pm onwards

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 4. Which of the following stations do you tune to?
91.9 Friends fm
98.3 Radio Mirchi
92.7 Big fm
Others (specify)_____________________________________
Psychographic

5. How does an advertisement affect you?

Recall positive impression interest
desire to explore

6. How long does the impact of an advertisement last on you?

few hours one day one week one month
more than a month

7. Does advertising and promotion influence your tune in decision?

Yes No
Customer Preference
8. Which aspects are most important to you while listening a FM
channel (write 5 for important, 4 for somewhat important, 3 for
neither important nor unimportant 2 for somewhat
unimportant, 1 for unimportant)?

S.No. Aspect 5 4 3 2 1

1 Station Brand

2 Nature Of Songs
(Eng/Hindi/Bengali)

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3 Duration of featured ads

4 Voice Of Rjs

5 Public Involvement

6 Easy to recall radio frequency

7 Frequency of songs featured

per hour
8 Late Night Shows

9 Genre Of Songs

10 Lifestyle tips

11 Women’s Hour

9. On which of he below mentioned producs can the Radio channel

use its brand name.

A. Social networking websites

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 B. Music Recording Company

C. Music Channel

D. Music Shop

THANK YOU!

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