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The case describes how Radio Mirchi dealt with competition in the Bangalore FM radio market. Radio Mirchi's market share in Bangalore started declining within a few months of its successful launch, following the entry of new competitors in the market. The case discusses strategies adopted by the company to regain its market share and become the market leader. It describes the initial product offering of the channel, why it felt the need to redesign its product mix, and eventually how the company changed its product offering. The focus of the case is on the dilemma faced by the organization while shifting to a new product and service design in the face of emerging competition. The case highlights the importance of continuously monitoring the market environment and developing a keen understanding of the consumers' behaviour for an organization to gain and sustain its leadership position in the marketplace.

Radio Mirchi is the flagship brand of Entertainment Network India Limited (ENIL). ENIL is the largest private FM radio broadcaster in India. ENIL was able to gain a stronghold in the market due to its strengths of innovativeness and creative content, large operating network, reach among listeners, high quality studio and strong advertisement sales capabilities. The case discusses Radio Mirchi's entry into the Kolkata market in 2003 amidst the competition from three other players—Red FM, Aamar and Power. Kolkata occupied a prime place in the company's growth plans. The case discusses the dilemma faced by the company on developing the entry strategy. Its top management has to decide on the market segment(s) it should target, and the design of the product.

Reverse positioning, market segmentation, customer-centric organization.

Postgraduate program; Master in strategic marketing and Master in business administration.

Declining radio listenership is triggered by lack of attention of the radio managers to the desires of radio listeners. Delta FM radio, as part of Masima Media Group, is a radio that realized the need for revitalization. They changed their target audience and positioning to regain its former glory. Delta FM radio get back to the core benefit with the tagline: “100% Great Songs”. Shifting from highlighting the emotional benefits to functional benefits and to cut a variety of benefits is called “reverse positioning”.

The objective of this case study is to give deeper comprehension a new concept called reverse positioning or reverse branding. It is an example of the dynamic of hyper competition in media market in practice, in the emerging market such as Indonesia. It provides clear picture of the difference between listener oriented vs advertiser oriented company and the impact of the imbalance portion between them.

Teaching notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes.

Amongst other things, at the end of this case discussion, the student should be able to: diagnose situational factors that contribute to a brand’s positioning; explore important issues in implementing brand positioning strategies; use relevant models for understanding a firm’s internal and external environments to inform strategic decisions about customers and competition; demonstrate an understanding of target audience; identify the unique attributes of the competition to inform a firm’s positioning and competitive strategy.

Kaya FM derives its name from the isiZulu word “ikhaya”, which means “home”. The name reflects the mission of the radio station to provide a home for black South Africans who were denied many opportunities during the apartheid era in South Africa. Kaya FM has been broadcasting since 1997, following the deregulation of the media landscape in South Africa. However, by 2018, the radio landscape has become very challenging. Mainstream advertisers still do not consider Kaya FM as a preferred channel to reach their target audience. Overall, radio listenership is dwindling and advertising sales growth is not encouraging. Greg Maloka, Kaya FM’s station manager is considering how to preserve the station’s unique positioning as it competes with both more dominant stations and new entrants so that Kaya FM can truly be a home for Afropolitans for many years to come.

Honour’s and master’s level, as well as executive education delegates.

Teaching Notes are available for educators only.

CSS 8: Marketing.

In sharp contrast to television, various sources of market failure currently prevent market forces fulfilling the promise of digital switchover in radio markets. The purpose of this paper is to review the strengths and weaknesses, business models and market deployment of the two main platforms, with a view to establishing the economic case for higher regulatory involvement in digital radio markets.

The paper analyses the relevant broadcaster, engineering and regulatory literature, with particular emphasis on technical compatibilities among terrestrial radio broadcast technologies, and the technological and economic difficulties they face. The exercise is the first of its kind to scope and bring together these multidisciplinary contributions.

The highly uncoordinated development and deployment of terrestrial digital radio platforms is leading this new digital industry to an impasse. There is a legacy of uncertainty and scepticism amongst market players. Furthermore, prevailing technology and business models have marginalised community radio services and regional audiences.

The analysis does not cover the demand side (contents, culture) nor developments in non‐terrestrial digital platforms, nor in the US‐based IBOC standard.

There is considerable scope, particularly in large, sparsely inhabited countries with sizeable rural audiences to remedy the failings of the current fragmented approach through regulatory intervention through platform integration.

There is a lack of coherent information published on the potential benefits that the new digital platforms are bringing to the audio broadcasting market, and on the current market difficulties they face. The article remedies this gap.

The diffusion of digital radio has experienced more challenges than for digital TV regarding a digital switchover. The purpose of this paper shows on the specific case of Germany, which difficulties the digital sound broadcasting technology of Digital Audio Broadcasting (DAB) has been facing from several points of view. The difficulties are reviewed and outlined to overcoming different barriers and to facilitating its diffusion.

The paper analyses how the diffusion of digital radio is perceived by industry representatives such as radio consultants and several stakeholders along the value chain of the radio industry. In semi-structured interviews, participants describe and evaluate the challenges for DAB as digital audio broadcasting standard mainly in Germany.

After two decades of deploying digital radio in Germany, its success is still missing. Various very different aspects have prevented the diffusion of the new technology. Among various barriers, the radio industry sees missing benefits, marketing errors and a lack of inter-industrial collaboration as barriers in a retro-perspective.

The analysis does not cover other countries, where DAB as standard was introduced. Also other standards for digital radio are not considered.

With referring to barriers for digital radio, there is a scope for those countries about to introduce the technology to troubleshoot the failings of overcoming barrier. An idea can emerge, how authorities and industrial stakeholders can help to facilitate the diffusion of digital radio. It also indicates the need of governmental interaction for the coordination of a technology introduction in a network industry.

The theoretical model, referred to, gives a good overview of potential diffusion barriers as most identified problems for the German case. The model and the illustrated problems of the paper can be used in practice to manage potential diffusion problems during technology introductions.

There is a lack of published information about the faced challenges for the diffusion of digital radio. The retro-perspective benefits from the broad experience of participants having observed the challenges of the past decade with DAB in Germany. Additionally, the results are mapped to a theoretical framework with limits for the diffusion of innovation for generalising.

The paper aims to give an introduction to radio frequency identification (RFID) technology with near field communication (NFC) to enable users to access content and services with hand‐held devices. It also aims to give a general overview on RFID utilization, its obstacles, diffusion and expected benefits. Some pilot applications are already being used commercially. Finally, it seeks to summarize applications of the technology in the facilties management (FM) industry.

The paper uses literary research and also interdisciplinary specialist analyses to find out the usage of IT‐based services in the FM field and supply of service providers. Some real pilots have been made and analysed in cooperation with service providers (FM and IT), building owners and building users (customers).

Mobile phones are heavily used in the FM industry for speech and text messaging (SMS) communications, but usage of other mobile phone services has not been established as a part of operation processes. The exploitation of RFID in FM as well as construction industry seems to be rather low, in fact in an infant stage. Accordingly pilot FM service using RFID technology proved to be very usable.

IT‐based mobile services are common in many countries and in various industries but using a mobile phone as a RFID reader is familiar mostly in Finland (Nokia phone).

The use of RFID/NFC technology in FM and also in the construction industry seems to be very prominent with high potential technology adoption for improving services.

This paper brings forward a quite novel technology application for the FM industry and presents the experiences of real pilot projects.

This paper aims to demonstrate the practicability of the liquid metal printer, developed in the authors’ laboratory, in the direct manufacture and assembly of circuit boards at the end customer side using GaIn24.5 alloy as printing ink at room temperature.

A practical procedure for printing a real designed frequency modulation (FM) radio circuit on flexible and transparent substrate using liquid metal printer was established. Necessary electronic components are then assembled on this circuit board. To enhance the mechanical stability of the FM radio circuit board, we further package the circuit board using room temperature vulcanizing silicone rubber. Finally, an efficient way to recycle the liquid metal ink and electronic components is presented at the end of circuit board’s life cycle.

Methods of designing the circuit patterns that are applicable to liquid metal printer are similar to the conventional printed circuit board (PCB) designing strategies. The procedure of applying liquid metal printer for printing the circuits is entirely automatic, cost-effective and highly time-saving, which allows the user to print out desired device in a moment. Through appropriate packaging, the FM radio circuit board can be flexibly used. These PCBs own many outstanding merits including easy modification and stretchability. Nearly all liquid metal ink and components can be recycled.

The present end-customer-oriented liquid metal printing opens the way for large-scale personal electronics manufacture which is expected to initiate many emerging applications in education, design, industry, entertainment and more maker targets.

Radio broadcasting is characterized by diffused taste for programming and highly fragmented supply of content. Satellite radio is a major technological breakthrough that promises to reshape this industry by, among other things, satisfying a greater diversity in tastes and promoting greater variety in content provision. A major issue is that the economies of scale are such that it is unlikely more than a few (currently, just two) providers can operate in this market due to the considerable infrastructure and content costs.

To study the industry structure (demand and cost analysis), analyze customer acquisition strategies and the resulting lock-in of customers, and the aggressive bidding for content that takes place in this industry.

The purpose of this paper is to analyse an Australian commercial radio talkback show that deployed prank as a strategy to scoop royal news to entertain an Australian audience, often commodified for popularity ratings and sponsorship dollars.

Using textual analysis, the study empirically examined the crisis that followed the 2Day FM’s prank call to the Duchess of Cambridge at King Edward VII Hospital, London. The paper engages with the media-made disaster from the lens of issue and crisis management interrogating social conversations and news stories across three countries, i.e., Australia, Britain and India.

Findings reflect that the media, in this case, radio, far more than any other public entity, is subject to public scrutiny and has a moral obligation to practice with public interest at heart. Both news and social media played crucial roles in the escalation of the crisis that ignited a range of public issues. While social media narratives were abusive, condemning and life-threatening, news stories focused on legality, ethics and privacy.

The prank broadcast invited news and social media attention and raised public concern over the ethics of Australian radio entertainment. Crises, whilst often damaging, contribute to the rethinking and rejuvenation of organisational and professional values and practices.

This project is significant in that it is the first to use a radio talk show as a case to engage with issue and crisis management literature and interrogate radio practice in Australia. Further, the project identifies this crisis as media-made and develops an innovative crisis lifecycle model.