Indian network Radio City has announced the launch of its web platform radiocity.in Hindi.

Listeners will now be able to access premium content on http://hindi.radiocity.in/, which will serve as the e-face of Radio City's 39 stations. 

The network says that this launch is aligned with its strategy of diversification and localization by offering its digital platform for their regional audience.

With dedicated Hindi playlists and podcasts of the most popular Radio City shows, the website will also offer premium Hindi web radio stations cutting across film, international and devotional genres.

“Regional language internet users have been growing at a much faster pace than English with 38% of the total Indian internet user base expected to comprise of Hindi users by 2021. Organic engagement for local content is comparatively higher and we want to tap into this potential while providing our regional users the ease and accessibility to content in Hindi,” said Abraham Thomas, CEO, Radio City. “The launch of radiocity.in Hindi aims at addressing the needs of this growing plethora of tech savvy regional audience to provide them with the best content in the most convenient format.” he added.

Commenting on the launch, Rachna Kanwar, COO, Digital, Jagran New Media said: “As we expand into more cities and genres this year, the first logical extension online will be to make our content available to listeners in their preferred language. As a large chunk of our audio content is in Hindi, it only follows that we make this option available to listeners who consume content in Hindi.”