MUMBAI: Being amongst the handful of radio broadcasters witnessing tract in the internet radio domain, Radio City has innovated a lot in its web radio stream PlanetRadioCity over the years. Now aiming to gain traction from increasing mobile consumption, the network has launched a mobile app to further promote indie music to its listeners.

Taking on the new platform, the app titled ‘PlanetRadiocity’ will feature music from its web stream Radio City Freedom along with content like humour capsules ‘Babber Sher’ and ‘Kya Baat Kar Raha Hai’, exclusive videos and interviews.

It will further encompass city centric features like ‘Punch Patela’ from Bangalore and ‘Hunter’ from Ahmedabad. Going forward, the app will also add segments like artist biographies and show schedule amongst others.

The app is currently supported on Android and iPhone users, and is available for free download on the App Store and Google Play Store. It is also stated to soon be available on Android tablets and iPad.

Speaking with Radioandmusic.com, Radio City SVP and business head digital media & new business Rachna Kanwar said, “Music and mobile go together. Radio on mobile has always been a huge draw. Mobile apps open a whole new world of choice for the consumer and as the smartphone usage rises, radio apps are also seeing a huge attraction. In India, radio apps are still at a nascent stage, most radio apps are international. We are known as innovators in the industry be it launching web radio in India or launching new properties for Indian independent music.”

Aiming to promote indie music in the country extensively, the app will also complement the music with features like the networks pre-produced features and rare videos. The mobile app will have to battle it out to make a mark in the increasingly crowded mobile app space.

However, brushing all competition aside, the network is confident of making the app popular amongst users by boasting of diversity as compared to others. Kanwar added that while most music apps only stream music, theirs goes a step further than that.

“The music on the app will be only indie, as we believe that this kind of music should have as many avenues of playouts as possible. Indie music has a huge draw on digital media; therefore it is only natural that we embrace every form of new media to promote it,” she affirmed.

Although indie music is not feasible on terrestrial radio today, the segment receives a good tract digitally with many platforms and avenues showcasing and promoting it in various ways.

Being amongst the only radio broadcaster to promote indie music, City recently held its first edition of Freedom awards celebrating the independent music and artistes in the country.

Ever since the network launched the web radio stream focusing on indie music in July last year, they have witnessed almost 20-30 per cent of the listenership being driven by the stream. This in turn is helping the station attain tract, growth and listenership, further helping them to innovate in the space.

Kanwar elaborated, “There is a lot of action in the web radio space, and we have exciting plans in the coming year as well. We have executed some exciting campaigns for clients like Colors, Lipton, Kent RO, Citibank amongst many others and are only seeing growing interest in the category.”