Radiowalla Network Pvt. Ltd, a Bangalore based company that owns & operates an Internet Radio Service of the same name, has come up with a unique offering that should push the traditional FM radio stations into the age of digitization.
What’s the company offering: Though the service does not appear to have a formal name, it can be termed as Radio as a Service (RaaS). Essentially, the company will take over the responsibility of setting up a virtual running counterpart of the FM station on the internet. In simple terms, the platform will allow FM stations to go online with their proprietary programs with music and non-music content.
Though FM Radio Stations can themselves try & go online, there are a lot of formalities that need to be completed & this is where Radiowalla comes into picture. FM broadcasters have to agree to a lot of rules & regulations, one of which, called the Grant of Permission Agreement (GOPA), prohibits these broadcasters from rebroadcasting FM signals online.
Radiowalla has solved this dilemma by offering its own platform on which the content will piggyback. As an additional incentive, the service will also power mobile apps of FM stations. Hence the FM broadcasters can pick & choose the services they wish to deploy & accordingly design a customized package.
Besides earning fees for the service, Radiowalla’s product will open up a whole new treasure trove of content for itself. FM stations on the other hand will be able to address a brand new demographic which was hereto inaccessible. Music & video streaming has begun to appeal to Indian consumers. With access to better standards of internet like 3G & high speed 4G, consumers can now stream without any lag or buffering.