RadiowallaRadiowalla Network Pvt Ltd that runs Internet based radio service Radiowalla, has launched Radio as a Service (RaaS), reports Techcircle.

The company claims that this service will be offered to private FM stations and network groups with their propriety programmes with music and non-music content. Speaking with the publication, Anil Srivatsa, co-founder and CEO, Radiowalla Network, said that the service will work on part-cash and part-inventory sharing model.

What’s interesting about the product is that FM broadcasters can just concentrate on producing the content while they can leverage on Radiowalla’s licensed products for backend network. The publication notes that typically FM broadcasters need to fill out a lot of formalities if they need to go online. This could not only delay the process but also hamper overall morale of FM broadcasters preventing them from going online. Besides this, the Grant of Permission Agreement (GOPA) signed by FM broadcasters prohibits them from rebroadcasting FM signals online, thus making the operations expensive.

FM radio’s have been struggling to stay relevant in this age. NH7.in, in a blogpost talk about whether the internet killed the radio and whether digital radio stations could provide a viable alternate to FM radio. The short answer, NH7 guys say, is no. Internet based radio station in this age do not make sense when one could just log into YouTube or use music streaming sites to listen to music. One thing that Radio does very well is discovery of content, however, these music streaming sites are coming up with solutions to solve the discovery issue as well.

Music streaming sites like Dhingana, Gaana, already offer a mix of radio stations. In March 2013, online music streaming site Dhingana had introduced a new curated radio stations functionality on its portal. At that time we had noted that radio offerings will essentially turn the service to a regular radio service and could possibly open up revenue opportunities like voice ads, and sponsored content among others, however, it could also alienate Dhingana users who had opted for this service rather than a traditional radio service.

Bangalore based Radiowalla, was launched in July 2012. It offers an online radio network in various languages and genres including English, Hindi, Punjabi, and other regional languages and live channels as well as shows on its website. The company also offers mobile apps on various platforms such as AndroidiOSBlackBerry, and Java. For monetizing, the company features various online FM channels based on subscription.

Related:
Can Radio Bring Its SexyBack? A Report from India Radio Forum 2013 – NH7