Fm Radio in the Digital Era: a Qualitative Study of My Fm and Radio City in Jaipur
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Abstract
Traditional mass media working has been changed drastically after the growth of digital media. To stay relevant, platforms of traditional media such as radio have changed the way of connecting with their audience, not only in the terms of content but also in many other aspects. By introducing the new kind of content, two-way communication and with the presence of digital platforms, FM Radio has completely adapted the digital era in India.
This study explores how FM radio has transformed in the digital era. It is based on in-depth interviews with 14 radio professionals working in MY FM and Radio City, Jaipur, two major private FM radio networks in India.
The study concluded that FM radio has started focusing on more new relevant things rather than just focusing on the music part. Infotainment, audience engagement and the digital content is something radio has included. To involve the listeners on their shows, radio jockeys use the different ways like interacting through live calls, watsapp messages, voice messages and socisl media. What builds a strong emotional content with the audience, is the use of Hinglish and local languages by the radio professionals.
The study also shows that radio stations are now no longer keeping themselves limited to the traditional FM broadcasting, but consuming the digital platforms such as Instagram, Facebook You tube and different mobile applications to connect with their existing listeners as well as connecting with new audience globally. Where on one side, MY FM focusses more on the emotional part and entertainment side, Radio City, on the other side follows a more structured programming and prefer the more digital integration.
The study concludes that the traditional mass medium like radio has now changed in tnto an interactive hybrid and cross platform medium. The findings are based on interviews with 14 radio professionals working in different roles
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