.jpg)
Radio City’s growing focus on digital is beginning to pay off in measurable terms. According to CEO Ashit Kukian, digital initiatives now make up approximately 12% of the network’s total revenue as of the third quarter of FY 2024-25, marking a significant shift in how the legacy broadcaster monetises content in today’s fast-evolving media landscape.
Speaking to exchange4media, Kukian said the company's transformation into a digital-first organisation has been central to this growth. “In FY 2024-25, we strengthened our digital-first strategy by blending traditional radio with cutting-edge digital innovation to unlock new revenue streams,” he said.
Radio City began this transition two years ago with the launch of its 'Radigitalisation' initiative, an effort aimed at merging the power of traditional FM with the flexibility and reach of digital platforms. The roadmap has included an array of innovations designed to cater to today’s mobile-first, content-hungry audiences.
One of the most notable introductions under this strategy is RJ Sia, India’s first AI-driven radio jockey, which delivers curated content using artificial intelligence and machine learning. Designed to enable hyper-personalised user experiences, RJ Sia is part of a broader push to make content more interactive, efficient, and always-on.
Another important pillar of this transformation has been RC Studio- a 24x7 video streaming platform that blends radio’s storytelling appeal with the immersive power of visual media. The channel supports a mix of live content, talk shows, music programs, and branded video formats, enabling greater advertiser engagement and audience retention.
In addition to technology upgrades, Radio City has also undergone a brand refresh with the launch of #CityKiNayiVibe, a rebranding exercise targeted specifically at Gen Z. “Gen Z is not just consuming content differently, they're redefining how brands should communicate,” Kukian noted. The campaign introduced a more contemporary soundscape and digital presence, extending Radio City’s reach across platforms like YouTube, Instagram, and audio streaming services.
Along with this reinvention, the company also continues to leverage its successful legacy IPs such as Love Guru, Joke Studio, Radio City Super Singer, and Radio City Freedom Awards. These long-running properties have been adapted for cross-platform distribution and continue to command strong audience loyalty, while also serving as dependable vehicles for branded content partnerships.
Looking beyond programming, Radio City has launched two new platforms to diversify its content and revenue streams: Muzartdisco, a discovery platform for independent artists, and SMINCO.in, an automated influencer marketing solution. Both are part of the company’s broader ambition to tap into the creator economy and serve as a digital content partner, rather than just a broadcaster.
“These initiatives enable us to interact with content creators and influencers, allowing brands to access hyperlocal audiences with more precision,” Kukian said, adding that the company’s digital roadmap is increasingly aligned with emerging brand expectations and consumption habits.
With digital revenue now comprising 12% of total income as of Q3 FY25, the results are beginning to reflect the intent. Kukian believes this percentage will only grow as more advertisers shift their media spends toward hybrid campaigns that offer measurable engagement, real-time feedback, and creative flexibility. “These numbers underscore the role our digital strategy plays in future-proofing the business,” he said.
On the advertiser front, traditional sectors like real estate continue to rely on radio for its high recall value and reach. However, the digital transformation has brought in new categories such as automobile, finance, pharmaceuticals, and jewellery. “This year, we’ve seen more advertising interest from these industries, not just to build awareness but to drive quicker responses from listeners,” Kukian noted.
He added that brands are increasingly opting for integrated campaigns spanning both Radio City’s FM and digital properties. Partnerships with companies like Citroen, Bank of Baroda, and Muthoot Finance underscore the growing appetite for cross-platform storytelling and the trust advertisers place in Radio City’s evolving ecosystem.
While the company’s most recent listenership data dates back to 2019, indicating a reach of 69 million weekly listeners and covering 62% of India’s FM population, Kukian hinted that digital integration has likely expanded that footprint, though updated figures remain off record.
The strategic bet on 'Radigitalization' appears to be yielding dividends, positioning Radio City not just as a broadcaster but as a future-ready multimedia platform.
.jpg)
