VIVIDH BHARTI

Research Presentation

Decline Of Vividh Bharti

 Objective of the Study

To determine consumer behavior and attitude towards

radio station
“VIVIDH BHARATI”.
 METHOD OF
DATA COLLECTION
 The main method of data collection was through survey
research.
 Survey research was conducted through structured interview
with the help of questionnaire.
 Data was collected across all age groups and both gender.
 Types of questions used in questionnaire were MCQ,
Dichotomous questions, open ended questions.
 The sample selected for the survey research was stratified
random sample from in and around Pune.
Competitors
FM broadcasting companies
 Times Group – Radio Mirchi
 ADLABS (Anil Dhirubai Ambani Group) – Big FM
 Mid-Day – Radio One, Go FM
 Sun Network – Suryan FM, S FM, Sun FM
 All India Radio (AIR) – FM Rainbow, FM Gold
 Star Network – Radio City
Vividh Bharti – A Brief History
The popular Vividh Bharati Service of All India
Radio was conceptualized to combat 'Radio
Ceylon' in 1957.
Some of the old popular programmes of Vividh
Bharati are 'SANGEET SARITA', 'BHULE
BISRE GEET', 'HAWA MAHAL', 'JAIMALA‘.
 Timeline Of Events
British India India Bombay,Calcut Company went
started with Broadcasting ta station was to Liquidation
Programmes company Inaugurated
1923

1926

1927

1930
Vividh Bharti A Total of only External ISBS Renamed
Services were Six Radio Service Started All India Radio
Lauched Stations
1957

1947

1939

1936
Television More Braodcasting More
Broadcasting Diversification Started in Competition
Started Madras
1959

1976

1977

1995
 SWOT Analysis
WEAKNESSES
Failure to connect with the
youth due to old format
Air time of 15-18 hours a day
Offers very less variety of
program
Fragmented audience

OPPORTUNITIES THREATS
Growing popularity
Low charges
Private Radio Players
Development and iPod, Walkman
advancement in High Music
radio broadcasting
technology
Royalties
Internet radio
International market
Use of digital technology
 Govt Policies
Phase 3
Phase 2 The
A revenue Government
Phase 1:- sharing will open up
The Phase I formula was as many as
policy for the introduced 700 channels
privatization whereby in the Phase
of FM radio radio III .This phase
had a very companies will witness
high fixed had to pay a licenses being
license fee fixed annual awarded in
structure with license fee of smaller towns.
an annual 4% of gross This could
escalation of revenues or result in radio
15%. 10% of the getting a
reserve larger share of
the advertising
OTEF
spends.
Graphical Representation of the
Data Collected
Sample Size : 30
 AGE DISTRIBUTION

AGE Total Number AGE DISTRIBUTION

15
0-15 5

15-30 15
7
30-45 7 5
3
45+ 3

TOTAL 30 0-15 15-30 30-45 45+

 GENDER DISTRIBUTION

GENDER DISTRIBUTION
GENDER NUMBER MALES FEMALES

MALES 18 40%

FEMALES 12 60%

TOTAL 30
 Radio Station Preference

RADIO STATION PREFERENCE

Radio Provider Number 16
Radio city 9
9
Radio mirchi 16
4
1
Vividh bharati 1
radio city radio mirchi vividh others
Others 4 bharati
Why do you prefer to listen to a Radio

PREFERENCE
Reason Number
RJ 7 10

Less no. 7
advertisements 3 6
4
Programs 6 3
Youthful 4
Quality of songs 10 RJ Less no. programs youthful quality of
advertisements songs
Total 30
 RATING
VERY
PARAMETERS GOOD GOOD SATISFACTORY POOR TOTAL
QUALITY OF SONGS 2 3 20 5 30
LATEST MUSIC 0 1 6 23 30
OLD CLASSIC MUSIC 25 3 2 0 30
QUALITY OF ANCHORS 0 0 2 28 30
PROGRAMS 0 4 3 23 30
GAP BETWEEN SONGS 18 5 3 4 30

CONSUMER RATING
VERY GOOD GOOD SATISFACTORY POOR
28
25
23 23
20
18

6
5 5
4 4
3 3 3 3
2 2 2
1
0 0 0 0 0
QUALITY OF SONGS LATEST MUSIC OLD CLASSIC MUSIC QUALITY OF PROGRAMS GAP BETWEEN
ANCHORS SONGS
 Broadcasting Be 24 x 7

Vividh Bharti Broadcast

ANSWER Number 12
11

Yes 11
7

NO 12

May be 7 Yes NO May be

 Listening if Vividh Bharti is the
only Radio Station Available

Listen Vividh Bharti

15
Answer Number

10
Yes 15

5
NO 10

May be 5 Yes NO May be

 Is the Makeover Needed

Vividh Bharti Makeover

Answer Number
20

YES 20

NO 6 6
4

MAYBE 4 YES NO MAYBE

OBSERVATION
 Increase visibility (improve brand image).
 Increase variety of programs.
 New technology (sound quality).
 New anchors (RJ’s).
 Presentation style of programs.
 Contemporary (Youthful).
INFERENCES
 Less than 1% of respondents are aware and listen to Vividh bharati.
 Preference for other radio stations is mostly because of
 Quality of songs.
 Anchors.
 Kind of programmes.
 Vividh bharati has got highest rating for their old classical music collection and
for the continuity of the songs i.e few advertisements between songs.
 It has got poor ratings for the latest music collections, quality of anchors and
programs and satisfactory rating for quality of songs (sound quality).
 Only 11 out of 30 respondents want vividh bharati to be operating 24*7.
 Only 50% respondents are ready to listen to vividh bharati if no alternatives are
available.
 66% of the respondents feel vividh bharati is old fashioned and needs
makeover.
THANK YOU