MUMBAI: Radio City has extended its avowed association with music with the launch of a music portal, www.planetradiocity.com.

Touted as India's first ever 'mega music portal' with features that target professionals and music enthusiasts alike, planetradiocity.com offers music related news, feeds, articles for musically inclined people and music professionals. As a music networking platform, it aims to get musicians, artists, industry experts and music enthusiasts together and share their ideas, views and music.

An artiste can upload music, create fan clubs and at the same time keep themselves abreast with updates on national and international music circuit. The portal also features an online Karaoke application and interactive lyrics finder. One of the features includes the drag- drop feature which allows users to create their own radio station.

Commenting on the new venture Radio City CEO Apurva Purohit said, "Dedicated to championing the cause of music in India, Planetradiocity.com is designed to give a voice to the Indian Music fraternity. This mega portal is conceived to provide the music industry, with a platform where musicians, artists, industry experts and music enthusiasts commune. The website aims at bringing about awareness in the minds of the Indian consumer on various genres and upcoming musicians from across the country"

Radio City seems to have joined the digital league where driving economics of the web is offering many opportunities to generate revenue. More and more companies are coming up with music related websites which are both informational and interactive. With many big players like Nokia set to enter the music business, a lot will depend on the marketing strategy that a company follows. "We have RJs who have a huge fan following, we will be using them and their online communities to promote our website. Besides that, we have our marketing team in place to look for potential clients" said Purohit, of the portal's intention to drive itself through online advertising revenue. Promotion of the portal has also been undertaken through the search engine marketing, search engine optimisation and social media marketing routes.

Radio City, which prides itself for its superior association with music that connects to listeners, has tested the waters in the music space earlier with RC Live, a nation wide rock band hunt that was held in the first quarter of 2008, and initiatives like the corporate Music Quiz (MQ) held in 2007.