In today’s multimedia landscape, brimming with diverse formats and content channels, radio continues to stand out for its unique ability to create a strong bond with listeners. As consumers navigate a vast array of content through multiple platforms, they often lose a sense of authenticity. Over the decades, radio has fostered deep connections by meeting the specific needs of local audiences, building loyalty within its communities. With the advent of AI, radio’s capabilities are set to be enhanced through content personalization and deeper consumer insights. AI’s potential to provide valuable data on listener preferences and behaviours enables radio stations to tailor their programming more precisely. This innovation promises to elevate content and connection, enabling the industry to persistently rejuvenate listener engagement.
Earlier, radio was considered a medium only to be listened to and enjoyed, but today the wavering attention of individuals demands more. According to a report by McKinsey & Company, 71% of consumers expect brands to deliver individualised interactions and 76% get frustrated when they don’t receive the attention they deserve.
To meet these rising expectations, radio has evolved significantly into ‘Radio Plus’ through the intervention of technology over time. For example, a storytelling show can now be crafted from in-depth consumer insights and presented in multiple formats: a radio broadcast, an on-demand podcast series, or a high-impact live event. This multifaceted approach allows radio networks to invite consumers to engage in immersive experiences, creating opportunities to learn more about their preferences.
The introduction of AI has emerged as a potential game-changer for the industry. With the ability to analyse data in minutes, tailored content for different sets of listeners and automate workflows, AI possesses the potential to fundamentally change the way radio is produced, distributed and monetized. This capability is now at the core of customised content creation. Though radio has always been special due to its human touch delivered through RJs, as they play a pivotal role in delivering content, curating playlists and engaging directly with listeners through commentary and humour. Leveraging concepts like gamification and AI insights, RJs make radio dynamic and personalised for listeners of all ages. By making it easier to adapt the concept of social listening along with decoding listening behaviour and emotional responses, AI enhances the content curated by RJs to suit individual tastes.
At BIG FM, we have crafted campaigns that have fascinated our listeners while simply listening and actively participating in the show. Our efforts in seamlessly integrating content across different platforms have set us apart in the industry. Among our standout initiatives is BIG Antakshari, which has effectively engaged audiences through on-air broadcasts, on-ground events and digital applications. Similarly, our Super Duper Dhamaka seasons have leveraged AI and gamification through our microsite, utilising chatbots to provide tailored experiences to our listeners. Another notable campaign is BIG Bingo Cricket, which integrates live gaming and real-time interactions with RJs, further enhancing listener engagement.
Additionally, our ‘Main Bhi Finance Minister’ campaign aimed to empower women by highlighting their financial prowess and featured scheduled information podcasts, providing valuable insights to our audience. These creative campaigns are redefining content distribution at BIG FM, driven by consumer insights gained through the implementation of advanced artificial intelligence tools
In addition to delighting listeners, radio as a medium also meets the expectations of its advertisers by curating streamlined deliverables. As mentioned in TAM Media Research, ad volumes on radio grew by 8% in 2023 and continue to foresee a brighter future, solidifying radio’s position as a powerful medium for advertisers seeking effective and innovative marketing solutions.
Looking ahead, no matter how fast modern technology takes over the world or if we have automated robots around, humanising the final information will remain paramount for every content delivery. By combining AI driven insights with human intervention, radio will continue to captivate its audience, showcasing the enduring power of radio in this evolving digital landscape.
Authored article by Sunil Kumaran – COO, BIG FM
