How Digital Has Given Birth To Radio 2.0

With 15 years of experience in Marketing & Research functions for large MNCs, Atul is heading Creative Strategy & Execution, Content Portfolio, Client Solutions, OAP, Music and Marketing for BIG FM Radio across the country.

- Atul Razdan

Saying that it is the best time to be alive in human history probably sounds clichéd, but then again, clichés are there for a reason. We are living in times where everything from a hair-pin to a refrigerator is delivered to us with a single tap of a button. We are living in times where people can communicate from anywhere in the world at a negligible cost. The digital era dawned upon us just as silently as it continues to redefine our everyday lives. Every industry, every sector is gripped by the digital wave and radio is no exception. Every radio channel today has a digital extension where they re-connect and re-engage with millennial and the digital-first generation.

The Blast from the Past

In the era gone-by, Radio was seen as a medium for one-way communication where the only interaction between the RJ and the listener happened during a call for a song request by the listener. That scenario is poles apart from today’s time where listeners interact with RJs during on ground activities, on various social media platforms and go on to discuss even their personal lives with them on-air. The evolution of the medium within the last decade has outpaced the growth witnessed through the advent of radio up until the arrival of the digital age.