IRS Q4 2010: Radio City 91.1 on a growth path

This quarter's IRS results have shown Radio City 91.1 emerging as the only growing FM station in the category. This is incredible especially when the category as a whole hasn't had any significant growth from within. The FM channel has indicated unparalleled growth in Gujarat and South markets. Nationally, Radio City continues to be amongst the top 2 radio stations.

Speaking exclusively to Adgully, Apurva Purohit CEO Radio City 91.1 FM has attributed this growth to excellent programming. "Our focus has been on understanding and catering to the needs of the listeners. We have managed to constantly provide the right mix of good music, exciting content. It was only natural that we bucked the trend of de-growth," Purohit further added.

The FM channel has grown by 22% in Gujarat with a commendable 43% increase in its capital city, Ahmedabad. Radio City has grown by 8.1% in South with a whopping 30%. Radio City continues to grow and be number one in cities like Hyderabad and Lucknow. Pune has also shown laudable growth with a whopping increase from Q3 by 28%.Other key cities that showed growth are Surat, Vadodara, Chennai and Solapur.

Commenting on the activities undertaken to reach audience at a personal level, Purohit further explained, "In the given quarter, Radio City conducted various activities like - South: Navula Don, Sirrupu Don; Pune - Ganpati and Dahi Handi; Lucknow & Delhi -One Ka Fun & City Ka Super Singer; Mumbai - City Ka Ultimate Gaana, Vodafone Ganpati Visarjan Dekho Aasman Se and Kal Bhi Aaj Bhi Concert."

Further speaking about the FM station's future plans, Purohit said, "As not only as an industry stakeholder, but also as a long term listener and fan of the medium, I look forward to an era of expansion and growth for the medium. We plan to keep offering the right mix of outstanding content and music for our listeners with innovative offerings."

Radio City 91.1FM offers a differentiated listening experience through melodious music to All SEC 12+ audiences across the nation. Aggressively looking at spreading the Radio City experience across the country, Radio City 91.1FM is committed to growing the market and creating superlative content for discerning audiences. Radio City 91.1 FM broadcasts round-the-clock using state of the art digital stereo FM for unmatched quality in signal strength, clarity and brilliance. | By Janees Antoo [janees(at)adgully.com]