Ashit Kukian, CEO, Radio City

21 Jul 2022 , 02:45 PM

How has Radio played a transformative role in enabling communication to reach and impact the choices of the audience?

The radio industry has been evolving to stay relevant in the ever-changing media consumption domain. The integration of radio plus digital is a gradual way forward for the industry as it poses boundless opportunities. There is an increasing adoption among listeners to consume audio and video content in the form of podcasts, interviews of RJs with celebs, reels, etc. With today’s several content consumption options available at consumer’s disposal, Radio City has been at the vanguard of offering targeted and hyperlocal content that is relatable to the audience. For instance, our morning show delves into topics such as investment, real-estate, market policies, finance, sports and much more. Similarly, all our shows have specific themes that focus on discussing socially relevant topics, sharing advice on self-care, and much more. We develop our campaigns and IPs as per the most relevant and latest trends that can positively impact the audience.
 
As a communications platform, how much significance does digital bring to radio?

Digital technologies are playing a pivotal role in augmenting varied industries, including radio. We at Radio City have adapted and enhanced our offerings to tap into the new age audiences by utilizing the power of radio plus digital. These integrated offerings are amplifying listener's experience with meaningful and entertaining concepts. It has also sparked the interest of advertisers to leverage the radio plus digital combinations within their media marketing plans. Radio City is focused on building a robust entity on radio and digital that will help create a distinct and deeper relationship with our audience as well as advertisers.
 
Radio functioned as one of the core channels to carry critical messages during the pandemic. What according to you is the outlook for Radio City in a post-pandemic scenario.

During the pandemic, Radio City was focused on providing the most accurate and credible information as well as help the audience navigate challenges by sharing details about availability of plasma, hospital beds, etc. We have harnessed the value of driving important messages and played a monumental role in establishing ourselves as a secure and sustainable communication platform. In 2020 we launched the initiative ‘Radio City Bazaar’ to uphold as well as support existing and emerging homegrown establishments in sustaining their business during the difficult time. Similarly, we developed multiple IPs during the pandemic to spread the message of positivity among the audience.

As the impact of the pandemic has dwindled, we are seeing an increase in both volume and revenue as a result of engaging sports events, resurgence of on-ground activations, launch of movies and much more. The post-pandemic upsurge is certainly supporting the business growth recovery as brands and advertisers are increasingly utilizing the power of radio to deliver their brand messages. To stay ahead of the curve, Radio City has devised a growth strategy by integrating radio plus digital solutions for our advertisers.
 
With rising digital adoption among audiences, how do you see podcasts complement the traditional listener's appetite?

Podcasts have witnessed a huge adoption and their rise can be attributed to the widened content consumption appetite of listeners.
Radio City has been harping on the podcast trend and produces an extensive range of original podcasts to further enrich the listener’s theatre of mind experience. For instance, Radio City’s podcast ‘Chali Kahani’ deep dives into famous tales by iconic Indian writers. RJ Salil’s ‘Kadak Currency’ podcast is focused providing valuable insights to the audience on global market policies, tips on finance and investment. The podcast ‘Hashtag Kisse’ is series of life-altering stories revolving around love and its profound memories narrated by Pankaj Jeena. We have recently introduced Radio City’s first Malayalam podcast ‘Made in Kerala with Sanish Bhaskaran’ which brings on-board Malayalee celebrities/ achievers/ change-makers from different walks of life. As the popularity of podcasts is on a rise, Radio City will continue offering a huge plethora of original podcasts in varied languages to evoke listeners interest and establish a deeper engagement.
 
What are the key innovations that have kept radio relevant in the emerging digital world?
 
Radio City has been at the forefront of anticipating market trends and is country’s 1^st FM radio station to go digital by launching the first internet radio station eleven years ago. We believe that the integration of radio with digital will pose abundant opportunities for brands and advertisers to deliver messages to the audiences via on-air and social media platforms. Additionally, RJs have donned the hat of social media influencers and are playing a significant role in building brand advocacy for multiple brands. Radio City offers a fine blend of radio plus digital solutions to the brands and will continue to leverage new-age offerings.
 
With the exponential rise in OTT’s consumption, how has this disruption impacted traditional distribution channels?

OTT platforms aim to complement traditional broadcasting and create new revenue streams with international, local as well as hyperlocal content that surpasses regional and international language barriers. Almost all of India's population can be reached by broadcast radio as it is one of the most viable source for information and entertainment. OTT players recognize the power of radio and have being using radio extensively to promote their content and attract eyeballs to their platform.