RadioandMusic
| 21 Jul 2019
RED FM's digital platform is a marketing tool: Nisha Narayanan

MUMBAI: ôRed FMÆs digital platform serves two purposes. Firstly it is a marketing tool for brand RED FM and secondly it is important from a business point of view (content monetisation). ItÆs another wing added to RED FM,ö says RED FM COO Nisha Narayanan.

Digital space is growing at a skyrocketing speed and everyone is jumping onto it even the radio industry. Today every radio brand has a YouTube channel and content specifically made for digital. RED FM too has ventured this space and is looking at building this into a marketing tool.

Narayanan explains, ôRED FM is looking at having brand extensions, in the form of both on-ground and digital. It requires that much effort in terms of marketing those properties as well. So, RED FM's digital platform will surely be marketed and focussed upon as we are clear in this road-map.ö

ôWe have had some really good brands like Vodafone, HUL, Indus Valley, Honor India, Tinder, Havmor and more. Some of them have won awards as well,ö shares Narayanan while speaking about brands that are investing in RED FMÆs digital space.

With big bucks coming in RED FM is working towards the digital space assiduously. ôThere is a separate team/business unit that takes care of the content that goes on RED FMÆs YouTube channel.ö

Millennial play a pivotal role in todayÆs digital audience. On being asked if RED FMÆs venture into the digital space has brought younger TG closer, Narayanan comments, ôOf course, you cannot ignore youth. There is always been an ET into 34 youth-centric brands. ItÆs a natural progression to get on to the RED FM digital space, which also caters to the larger audience of youth TG. We need to keep changing and innovating with time.ö

Sharing benefits of radio going digital Narayanan says, ôIt is a marketing tool (brand extension) and a very strong business proposition. Unlike FM technologies, digital can reach out to both national as well as international. Therefore, the medium can reach out to a larger audience as long as the content is engaging and driven.ö

ôWe need to make ourselves relevant in todayÆs time. RED FM digital is a step towards being more relevant to the audience, whom we cater,ö ends the COO.