Radio the Entertainment Source of India

The impact of Radio in India has been immense and has undergone a sea-change over the years.

The parameters of entertainment consumption have changed over the years. Television, music apps, print, Radio, all the mediums have undergone a transition with the changing times.

The impending death of Radio in the 1980s was predicted, with television taking over people’s living rooms. Of course, there was an initial hush in Radio’s popularity, but it hit back strongly in the following decades, changing itself to the tastes of the newer listeners. 

Expansion of Private FM Stations

Post1991 improve; private radio stations came into existence mainly in metro cities. A decade later, the number of remote FM stations across the country flourished so much so that today we stand at a total of over 240 radio stations in India.

After the second phase of development with new auctions and revised licence fees, commercial Radio became a profitable avenue with foreign players entering the fray. 

 

Once realising the reach and effectiveness of this media, the government has consciously made efforts to have its presence in the remotest of towns and villages. Now, the frequencies reach the people in the great distance of the nation, where other means of communication and connectivity might still be non-existent.

 

RJs –Got the Celebrity Status

When we say Radio, what comes to our mind turns into a frequency and listening to a a voice that captivates you through the show and music. While this continues today, the connection with the RJs has evolved as listeners now want to know them by face value.

Listening to your favourite RJ where we can easily connect over Facebook live, meet them as contest winners and interact with them during on-ground activities. 

 

The popularity of RJs has risen to the length that they are invited to participate in reality shows as well. The bond between the RJs and their audiences is that they happen to be much loved by the audiences, even on other platforms.

Some of my most favourite RJs are Naved (98.3 Radio Mirchi), Ginnie (91.1 Radio City), Ulta Pulta Nitin (92.7 Big FM), Sachin (93.5 Red FM) and Aadi (91.1 Radio City)

Different Genres Shows are Finding their way on Radio

 

Radio is always compared closely with television as a preferred medium for infotainment; the show formats on Radio have undergone a drastic transformation to maintain their listenership. From mostly airing romance and humour-based shows, the channels are now bringing different genres of shows that cater to different audiences.

Engaging show formats, including sports, folk culture, trivia, technicalities of music-making and more, have opened a world of insightful entertainment while on the go. This has also paved the way for advertisers to reach out to a different set of target audiences.

 

The Innovations the Pandemic has Brought for the Radio Industry

 

Despite challenges, there are opportunities to be targeted with local products and solutions. 

With the advancement of the digital era, Radio has expanded its footprint in this space to reach out to its vast target audience.

Now RJs enacting contextual videos, bringing contests on social media, connecting with listeners through FB live for live polling on debatable topics, posting real-time local updates and much more, have successively brought Radio, its shows and RJs much closer to the digital-savvy population. One can expect more significant innovation in content formats and business models in the future. 

 

Radio is a combining force for communities during difficult times. Furthermore, as the world continues to enhance with great strides in the digital domain, radio channels have successfully innovated via partnerships with the music streaming apps to provide the best of Radio to the digital landscape for more audiences.

Moreover, through active affiliations with virtual audio platforms, many collaborations with the digital world have helped Radio develop a more futuristic approach, preparing it for the technological shifts in the coming years and the next few decades.

 

The Radio itself is a trend that has shaped the radio industry the way it is today, and it has become an influential medium reaching out to millions with a sense of purpose.