Planetradiocity adds another feather to its hat with the launch of Radio City Tamil – its first regional music stream. The regional streaming will have zero advertising at the moment and shall offer non-stop contemporary Tamil content with properties such as ‘Love Guru’ and ‘Ragasiya Police Badava Gopi 911’.
Explaining the rationale behind the launch of the regional streaming, Rachna Kanwar, SVP and Business Head, Digital Media and New Business, Radio City said, “We have been noticing a steady increase in the number of visits from the South, primarily Tamil Nadu, for over a year now. Online music content consumption for Tamil songs and movie-related content follows Bollywood as a close second.”
Kanwar pointed out that listenership statistics for Radio City’s internet radio stations clearly showed a high stickiness from south-based listeners, with an average time spent of over 48 minutes, thus indicating a need gap in online regional content.
With advertising at zilch, Radio City Tamil shall be packaged in various manners to broaden the scope for advertisers. The radio station aims at creating engaged listenership base for the station. The content along with the online portal shall be packaged with the terrestrial station to cater to the clients.
Radio City Tamil shall be marketed extensively across online and on-air platforms. “Online promotions include social media campaigns as well as promotion on our multi-content music portal Planetradiocity.com. On Radio City FM, promotions have begun across markets and will continue through the coming months,” added Kanwar.
Private FM industry in the South works on completely different dynamics as compared to the metro markets as the audience there look at radio as more than an advertising medium. Radio City Tamil shall face a strong competition, with a number of radio stations broadcasting regional content. However, with the youth increasing inclining towards quality music, irrespective of the language barrier, the regional radio stream stands a fair chance.