Modernising The Radio Industry Through Digital Integration

Kartik Kalla Jun 14, 2022

Radio is one of the most reputable broadcasting mediums that define trustworthiness and it is an extremely viable source for infotainment that often scourges inaccuracy and false news. In recent years, radio has stepped up its game to stay relevant and it is now at par with digital platforms that provide extensive possibilities for engaging global audiences. Digital technologies are going to be pivotal for the innovations and growth of the radio broadcasting industry. Tech-based innovations such as smart speakers at home and infotainment systems in automotive are fast dictating customer choices driven towards a digital disruption that is aiding transformation in the radio industry.

Technology driving content on digital platforms

The swift transition from purely on-air radio to radio plus digital i.e. ‘Radigitalisation’ has aided the medium’s growth with the rising technology-enabled solutions for entertainment purposes. The synergy between audio and digital has enabled the radio industry to rebuild and redefine its on-ground IPs on the digital platform in an efficient and cost-effective manner. The role of AI in the digital entertainment context is becoming even more relevant as it is an apt tool to push personalised content to the audience based on their preferences.

Creative collaborations unify marketing avenues

Strategic partnerships and collaborations with brands are empowering radio to bring branded content into the market and increase the advertiser's digital footprint among targeted demographics. The amalgamation of radio with digital poses a suitable opportunity for brands and advertisers to deliver their messages through the application of content on both platforms.

Music streaming platforms utilising the power of radio

New-age music streaming platforms are utilising the power of radio to deliver high-quality content to the audience. Such alternatives provide a value-added approach that boosts the content creators' ability to reach and engage with the audience through enriching music, podcasts and innovative IPs across varied platforms.

Redefining consumption patterns through personalisation

The advent of online radio offers the radio industry newer opportunities to magnify reach and target personalised content to the audience based on their preferences. Hyperlocal personalisation with AI-driven tech is garnering a strong base with micro-influencers targeting vernacular content to audiences in their specific geographies. Regional podcast consumption has evolved as a major feat which is maximising the effectiveness and usefulness of radio in a digital age. The digital era is witnessing a large variety of audio streaming consumption patterns that are influenced by evolving podcast listening and sharing behaviours.

Radio Jockeys gaining prominent influencer tags

The flourishing digital avenues are helping harness an increase in ROI for brands. RJ influencer collaborations are an impactful way in breaking through the social media clutter and driving

the brand message. The emergence of RJ influencers has led brand marketers to incorporate RJ associations in their marketing mix.

With the evolving time, radio has become quite contemporary in its approach and content delivery. As radio has conventionally been one of the most relevant go-to platforms for brands to advertise, it will continue to offer high-quality audio and creatively curated content in the digital space. The future will see higher integration of radio with digital thereby providing a stupendous opportunity for brands and advertisers to target messages to the global audience.

*The author is Kartik Kalla, Chief Creative Officer, Radio City