On World Radio Day yesterday, a leading FM radio station, Radio City, commemorated ‘100 saal radiopanti ke!’ with its ‘radigitalization’ approach.

The radio station leverages digital platforms to expand its reach beyond the 39 cities where it currently operates in and has taken a well-balanced approach to build the brand’s character by offering unique and pathbreaking content for all its audience across multiple genres.

Since Radio City’s inception 23 years ago, the radio station has constantly evolved, recognizing the significance of innovating relevant strategies to stay ahead of the game, the station said in a press release.

‘Rag Rag Mein Daude City’ is its core philosophy and its jingle, #CitykiNayiVibe has a groovy and irresistible vibe to it. Approximately 88 percent of millennials and Gen Xers listen to the radio because of its local flavour, making it an engaging and trustworthy medium, it said.

Approximately 61 percent of radio listeners report that radio can improve their mood and give them a sense of companionship. To resonate with its listeners while staying relevant and informative, Radio City offers a vast array of well-designed programmes that cater to differ age groups, multiple moods, and various aspects of an individual’s daily needs.

The statement added that with its AI-driven RJ Sia, Radio City has pioneered innovation to stay relevant amount its GenX listeners.

The feature, ‘Blockbuster Sunday’ entertains and engages its listeners with movie reviews and celebrity interviews. The discussions on tech and automobiles are most sought-after properties of Radio City for receiving timely updates on what’s trending in these sectors. It also features informative podcast such as Kadak Currency to educate its listeners regarding the finances, markets, and economy.

Ashit Kukian, CEO of Radio City, emphasized, “As we commemorate ‘100 saal radiopanti ke!’ on the World Radio Day, our station stands proud, embodying the enduring spirit of radio. Our journey reflects not only our unshakeable dedication to the essence of radio as a medium — ever-evolving yet deeply rooted in tradition — but also our profound sense of responsibility as a brand.”