What has been the picture that has emerged from the first RAM results?
In each of the three markets, the quantum of listening among the top three stations looks very different. For example, where the number of stations is smaller like Mumbai, the share of the top three stations is more concentrated. Also, interesting segregations come through where there is some kind of content differentiation. We also find some interesting profile differences between the markets, where certain stations have very distinct FPCs, like those who have a distinct language flavour as against the plain vanilla ones. Now that you have a consumption measure, people can now start carving their strategies in the broadcast planning space. So far, it’s been driven by creative than by consumer behavior. What I felt a bit personally disappointed was that interesting stuff that came out as against what conventional wisdom has been suggesting, never came to the surface in the initial reactions. Also interesting is the fact that week on week, you see behavioural differences for stations, d
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