Unified Measurement System - Is it still the need for Indian radio industry?
Unified Measurement System - Is it still the need for Indian radio industry? “The need of an hour is a unified Radio audience Measurement system that can provide more detailed listenership statistics to the India radio stations.” – said radio industry experts. Radio Mirchi & Red FM, the two leading Indian radio stations, follow IRS to gather listenership data but they also do research internally time to time for getting engagement data and measuring consumer behavior. However, still there are a few radio stations like My FM that neither follow IRS nor RAM but follow their own currency and gazes the listenership preferences on RJs, music and time band. Although RAM and IRS provide indicative inputs on radio’s reach across the country, the coverage of just four cities of India can’t serve the purpose. A more accurate measurement currency is absolutely necessary for the Indian radio industry to measure their audiences and to typically understand the user