MY FM has announced ‘The Power Chapter’, a new content IP anchored by Raj Shamani. The show is expected to focus on conversations around growth, business, and personal development—territories where Shamani already commands a strong digital following.
For MY FM, this isn’t just another show launch. It signals a shift from traditional radio programming to personality-led, platform-agnostic content. As radio networks compete with podcasts and creator ecosystems, such collaborations are becoming less experimental and more necessary.
The strategic play
This move places MY FM at the intersection of broadcast and creator economies. Shamani brings an existing audience base from platforms like YouTube and Instagram—effectively reducing the discovery problem that plagues new audio properties.
For advertisers, this creates a hybrid inventory: the credibility and reach of radio combined with the relatability and niche targeting of influencer content. Expect integrated brand solutions rather than spot buys—think branded conversations, co-created segments, and cross-platform amplification.
More broadly, legacy radio networks in India are under pressure to prove relevance in a digital-first media mix. Creator partnerships like this allow them to borrow cultural currency while extending their lifecycle beyond FM frequencies.
What this means for the industry
We’re likely to see more radio players building IPs around creators rather than RJs alone. The line between podcast, radio show, and branded content will continue to blur.
Our insight
Radio isn’t trying to sound younger—it’s trying to plug into audiences that have already moved on.