Radio advertising constituted 4 per cent of the total advertising revenue. However, over the last three years, the share slipped to 2 per cent. The revenue of radio advertising was Rs.3360 crore in 2018. Due to economic slow down, it came down to Rs.3100 crore in 2019. In 2020, the pandemic brought it to less than half — Rs.1430 crore (FICC-EY Report). In the developed countries, radio commands a share of 10 percent of the total revenues.

The radio is not taken seriously as it faces many alternatives. Earlier, it was used as a frequency builder.

Radio is best suited to evolve into a podcasting medium. As RJs are now celebrities, they can be used as brand endorsers or to create stickiness around a podcast.

Radio can expand its functions — it can provide solutions to clients, not necessarily rooted into radio. It can think of becoming event managers, do content production and do everything else to remain viable.