When the Buggles sang ‘Video killed the radio star’ could they probably have been thinking of an era when video would upstage radio in the world of broadcasting? The digital natives, digital immigrants and digital converts are all spending more time viewing and downloading content than listening to what is on the airwaves.
Where does this leave broadcasters like HT Media? Optimistic and ready for action, as the company believes that there is still lot of room to grow. That is why it spent INR 340 crore to acquire10 new frequencies in Delhi, Mumbai, Hyderabad and several towns of Uttar Pradesh in the Phase 3 of FM radio auctions that concluded in September 2015.
The company decided to direct a majority of its investment in Delhi as it already has a strong presence there, courtesy its newspaper, Hindustan Times. In fact, earlier this March, HT Media also announced the launch of its second radio station, Radio Nasha 107.2 FM, in New Delhi where it already operates its primary FM station, Fever 104.
The launch of Radio Nasha is the first of the Phase 3 radio launches by HT Media. And it managed to pull off a coup when it got actor Anil Kapoor to host his segment live at 9AM for four days from Madrid where the International Indian Film Academy Awards (IIFA) was held. Last year, HT Media also acquired a Chennai-based company, Aha, to kickstart its operations in the city with a new station, 91.9 FM.
So, even as video emerges as the most appealing entertainment and information medium of choice for millennials, Jain seems confident that HT Media is well placed to capture the airwaves – at least in the two major metros and the tier-1 cities where it is currently present.