RAM launched in Kolkata

MUMBAI: Radio Audience Measurement (RAM), the FM radio listenership measurement tool from TAM Media Research, has launched its services in Kolkata.

This service was launched last year for FM stations in Delhi, Mumbai and Bengaluru. The weekly track of listenership helps advertisers and FM radio stations understand the segmentation of viewership, demographics and patterns of consumption of the medium.

In Kolkata, RAM will track listenership for national FM radio players such as Big, Radio Mirchi, Fever, Meow and Red, apart from regional stations such as Friends FM and Aamar FM. As is the norm, TAM will release the data every Thursday along with its figures for TV viewership.

With the Kolkata launch, which was completed under the supervision of the radio industry, RAM is now planning to head down south. It is aiming to launch in Chennai and Hyderabad next. TAM officials said radio currently comprises about 3% of the total advertising pie. Now, with RAM making scientific measurement of radio listenership possible, this figure should reach double digits over the next three years, they said.

L V Krishnan, CEO, TAM Media Research, said, “About 10 years ago, when we started coming out with TAM ratings for television, it begun a growth curve for television and won confidence of advertisers. A similar growth is expected to happen in radio as a medium as RAM expands across the country.”
 c_arcopol@dnaindia.net