Tag Archives: fm

Re-visiting Meow 104.8 FM

It’s been about a year and a half when I first wrote about Meow FM. For the uninitiated Meow 104.8 FM is an Indian talk based radio station that’s aired across Delhi, Mumbai and Kolkatta.

radiogaga

I’ve been thinking of reviewing Meow FM again to understand and share how it has evolved since then but it was only after one of the hosts at Meow emailed me to know “what I feel about the station” that I finally got down to write .

It took me about a week or so to listen to Meow at different hours to see what exactly they are upto and here are a few things I managed to gather.

1) The “A-Stars” Migration: Ever since last year there has been quite a few A-Stars that have left Meow FM for various reasons. Those who’ve left include Hosts Jaishree(last year?) and Rochie(July 9th) and COO(and host) Anil Srivatsava(June 2nd). The roots of migration of A-Stars in this fashion can mostly be traced down to the boardroom (bad policies or management, or both) and I assume that’s the case with Meow too.

Given the fact that the business Meow is in, the loyalties are almost equally(if not more) associated with the Hosts and the station, the station would have definitely felt the heat.

2) Talks are making way for Music: While during its initial days Meow was as much about conversations as one could be but I feel things are changing. Possible the Host exodus is the reason behind it. With just a few quality Hosts (Ginnie, Divya ,Manisha and Ved?) to handle about 14 hours of airtime(7 am – 9 pm), playing more music is inevitable. I remember listening to non-stop music for about an hour yesterday around 12-1 pm.
As it turns out Meow is mostly about music on weekends, which isn’t particularly good for people like me.

If in case this music fever spreads to weekdays, Meow will lose out on a good differentiator and even if Meow has to play more music they can try to make the whole process of the music selection a bit more interactive. A simple thing could be to ask listeners to SMS songs they’d like to listen(not sure if they do it already)

3) Diluted Positioning: While I don’t have any official word on this but off late I’ve started to feel that Meow is no longer aimed at just women. Be it the fact that they now have a male host for their 7 AM show or the fact the hosts no longer re-iterate Meow is India’s first ‘Just for women’ radio station. Also, unlike previously where male callers were allowed on just a couple of show(Tu-Tu Meow Meow & Top Cat) and on weekends(?) you can hear them on practically every show now.

If there has been a change in their target audience I am afraid Meow will find it increasingly more different to survive the competition and if there isn’t such a change they should try to leverage their positioning a lot more to do more tie-ups and eventually attract more women to them.

4) Focus on Quality: While other radio stations are still busy doing silly spoofs of Sholay’s Gabar or Sunny’s Papa ji dialogue, meow continues to add value by talking about meaningful things. Meow 104.8 FM offers by far the most intelligent conversations across the radio frequencies. Not sure if most RJ’s(from radio mirchi to fever) are stupid or they pretend so to sell to the masses but I am quite happy to note that Meow has a better lot of Hosts which continue to talk sensible stuff.

It’s not surprising that Meow has Dr Kiran Bedi as a co-host on one of their shows and they can also boast of having a great weekly book club.

5) Community: Meow’s ning community started by Anil reflects its listeners loyalty. With about 10,000 members @ ning they have a wonderful community of their customers available for free. This goes on to show that people love the station and want to stay connected.

merimeow

While I haven’t noticed extensive efforts aimed at making the most out of their community they can do a lot of things and make the most of it though I am not sure how it’ll work out with their ning community as it was created by Anil who is not associated with Meow anymore.

I’d like to conclude by saying that Meow has definitely not reached the place it should have given the strong grounds it started with and it’s a very crucial stage they are in and if they don’t do the right things game could swing either ways.

PS: Meow please get your site re-designed and if not at least update the content. It looks like the site hasn’t been touched for ages.

Update: This post is also available on radioandmusic.com (http://bit.ly/5eT7Z)

The Remarkables: Meow 104.8 FM

Delhi’s Radio space has become quite hot these days with more than 10 FM channels vying for a bigger chunk of the pie. Leaving aside a couple most of these channels are alike(at least to me) and unless you are an avid listener chances are you too won’t be able to tell X from Y.

What really comes out as being Remarkable in this chaos is 104.8 FM or better known as “Meow FM“. Talking about being remarkable, Meow(India’s first just for women radio station) that came to life in June 07 is easily the most unique one. I listen to it every once in a while and what follows are a few things that make “Meow” Remarkable.

Niche Target Audience:
Instead of targeting everyone(which actually means targeting “no one”) they have focussed on Women folk, which is their biggest and probably best differentiator. This is a big plus as now they can mostly focus on airing programs that strike a chord with women without worrying much about the other gender. So now they can host a show like “Mama Meow” and even ask audience to tell “five innovative ways to break news about their pregnancy to their families” without thinking twice.

Different Ball Game:
While other FM channels are busy being better DJ’s(playing music) Meow has ventured into a different league all together. Rather than being just another music station they’ve come out as a talk based radio station which instead of RJ’s has what they call “On Air Hosts“. “Empathetic Interactivity” being one of their core value propositions this makes a lot of sense(even more for a women focussed channel) as
1) Talking/Sharing is one of the basic human necessities/traits.
2) It’s informative(knowledge sharing, listening and learning from other’s experiences and so on).
3) It has a HUGE audience(how else can you explain, people calling even before the host has finished telling the topic of conversation or people trying to call for days till they get to talk ?).

Client Relationship:
Another thing that impressed me about Meow was the way almost all their hosts talk to their callers and build relationships with them. Be it addressing some callers by adjectives like “Darling” or “Sweetheart” or asking someone who called after a hiatus “Why are you calling us after a long time ? Don’t you love us ?”.The way they handle and treat their callers is simply amazing, it works great(especially with women) and am sure they must have made some real(off the phone) relationships with some callers.To summarize in one line “try to make each customer feel special”.
I guess that’s what they are doing and doing it quite well.

Some other things that click are:
1) Good content with a variety to target various sections of women folk.
2) Great marketing(by making a noteworthy statement with the usage/symbolism of word “Meow” and other things).
3) Roping in different people with public appeal like Dr Kiran Bedi and regularly having guest hosts.
4) Anil Srivatsa(those who’ve listened to his show know what I mean).

These are some of things that I think make “Meow 104.8 FM” click, not sure about the RAM stats.They might make things a bit more cheesy from here and attract more earlobes by adding more girlie features on say shopping(discuss things like what you shop, where you shop or reviewing some shops etc) or better a gossip section(share the latest gossip in your office,college etc or in bollywood).

“Women carry the reputation of being talkative, hence Meow. Through Meow FM, we are letting women do what they do best – talk ” – Anil Srivatsa, COO, Radio Today                     🙂