Tried, Tested and Tasted!!

Abstract

94.3 My FM, an India's local Radio FM network of DB Corp. Limited,
which was also in business of print media. Because of their unique
strategy – “Tried, Tested and Tasted”, MY FM radio station got a
robust growth and had presence in 17 non metro cities in India and
Ahmedabad, Gujarat is one of them. The case describes situation
when a company of emerging FM radio industry named MY FM got
growth of 25% compare to overall private FM radio industry growth
rate which was around 18% and achieved breakeven point in three
years of operations in a highly growing city Ahmedabad of Gujarat
state, India with facing problems of high music royalty and spectrum
fees, client and employee retention and tough competition from
other competitors like Radio Mirchi, Red FM, Radio City, Radio One,
etc… and other media players also. The case emphasizes on unique
STP strategy of MY FM and the scope of restructuring strategy that is
needed to increase listenership by MY FM 94.3 in Ahmedabad city
and strategies to solve problems of client and employee for
retention.