'Digital auctions must be economically sustainable for broadcasters'

Despite stiff competition from visual media, FM radio channels have managed to retain an ad share of 2.3% in 2024, says Madison World in a report.

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But that's not enough for viability, says the industry, with most players pivoting to non-traditional revenue streams to keep their heads above water. In this interview, Nisha Narayanan, COO & director, Red FM and Magic FM, talks to Alokananda Chakraborty about the reasons the industry doesn't seem too enthusiastic about the rollout of digital radio announced by the government. Edited excerpts:

The Ministry of Information and Broadcasting has announced plans to roll out digital FM radio broadcasting in 13 major cities. Is Red FM excited?

We are definitely interested in expanding within the audio space. If the economics work out, we would be open to participating.