SWOT ANALYSIS OF 92.

7 BIG FM

trength

Presence in 45 cities all over India & countries like Singapore and Bhutan. Leading FM station with 60% market share in listener-ship in Bareilly. Covers a larger range of approximately 70- 80 km of adjoining areas of Bareilly. Huge listenership of Bhojpuri songs in the surrounding rural areas of Bareilly.

eakness

Listeners get irritated due to high stationality breaks. Huge rate of commercials as against the competitor. T h e c o n t e n t played on different FM radio stations is very similar in nature. Most of them play popular film and pop music and very few cater to the niche audience. Listeners frequently switch between stations leading to listenership fragmentation. BIG FM has to pay a high amount of royalty to the music companies for the music content procured from them. This increases the operating expenses of its radio business, hurting its bottom-line.

pportunity

Since there are two private channels in Bareilly, each channel can position itself quite different from the other, like, if one station is targeting the health conscious people then their programming strategy will vary accordingly. And then it is easier for advertisers also to decide on which channel to advertise. FM players to start with news and programmes on current affairs. Just like online selling, selling through radio can be encouraged for some standardised products. Good scope for innovation in Bareilly market.

hreat

Omnipresence of the government owned station AIR A tough competition faced from 91.9 Radio Mantra and other stations likely to be set up in Bareilly soon.