Going beyond airways: Radio channels are monetising content on digital

Radio broadcasters are now eyeing a slice of the digital pie. Players like Radio Mirchi and Red FM are looking at video content as well as online audio and on-ground events as alternative sources of revenue. According to a 2019 report by FICCI-EY, the radio industry grew 7.5% in 2018. It contributes 4.2% to the overall advertising revenues of the media and entertainment sector.

The report states that this “was driven by a 3% ad volume growth”. There has been a rise in inventory owing to newly operationalised phase-III stations and non-FCT (free commercial time) revenue coming in from new business offerings such as digital, content production and syndication, activation, events, etc. These collectively contribute up to 20% to radio broadcasters’ revenue, the report estimates.