TV and radio platforms now finding their mojo in creator economy

New Delhi: As the creator economy continues to soar, traditional media platforms—once the gatekeepers of mass communication—are rapidly evolving to stay relevant. 

TV broadcasters and radio networks in India are now integrating influencer marketing and creator-led content into their business models, signaling a paradigm shift in the way content is produced, distributed, and monetised.

And why not? India’s influencer marketing sector is projected to reach Rs 3,375 crore by 2026, with a CAGR of 18% and even traditional platforms would want to have a share of it.

Even the government of India has announced a USD 1 billion fund to give a boost to the emerging creators’ economy in the country.

Therefore, with the surge in short-form videos, live streaming, and digital-first storytelling, media companies that historically focused on one-way communication are now embracing creator-driven content to boost audience engagement and advertiser interest.

Recognising this shift, major TV broadcasters and radio networks in India have launched dedicated influencer marketing divisions and talent management arms to tap into the booming sector.

Industry experts note that TV channels, once reliant on scripted shows and in-house productions, are now collaborating with influencers and independent content creators to capture younger, tech-savvy viewers. Similarly, radio networks, which have long thrived on music and talk shows, are tapping into the influence of its RJs and power of micro-influencers and podcasters to expand their reach and relevance.

When JioStar announced the formation of JioHotstar by merging Hotstar with JioCinema, it also launched a new initiative called ‘Spark,’ an initiative spotlighting India’s top digital content creators through innovative and engaging formats. Under the ‘Sparks’ vertical, JioHotstar ropes in content creators across the country and enables them to produce high-quality content straight from their cities.

It is to be noted that a month before the mega-merger, Viacom18 hired Ishan Chatterjee from YouTube, who was named Head of Business, Sports Revenue, SMB & Creator in the joint entity JioStar. When JioStar added ‘Creator’ to his designation while announcing the leadership of the merged entity, industry analysts did anticipate the platform riding on the creator economy.

A few months back, Zee Entertainment put its beloved TV characters in the spotlight as ‘dilfluencers"—using their fandom and community power to drive brand collaborations. While they’ve dabbled in branded content for years, this marks the first time they’ve formalised it into a full-fledged business model.

Prasar Bharati’s OTT platform, Waves also offers its platform to content creators, including National Creator Awardees like Kamiya Jani, RJ Raunac, Shraddha Sharma and others. 

It’s not just general entertainment channels that are dabbling in the influencer marketing waters, but even news platforms want a share of the creator economy. 

Most recently, Zee Media and IndiaDotcom Digital launched Zeefluence, an influencer marketing platform. The platform’s discovery tool – Zeefluence Pro, helps marketers identify high-impact influencers based on engagement patterns, audience demographics, and content performance, making influencer selection more strategic than ever. Zeefluence will also integrate influencer content across Zee Media’s television, digital, and print ecosystems beyond Instagram and YouTube.

While details remain under wraps, last month, Network18 appointed Angad Bhatia as CEO of Firstpost and Creator18. Network18 will be leveraging his expertise in branded content and influencer marketing, given this new edition of ‘Creator18’ in his designation. This move suggests that Network18 is gearing up to establish a dedicated creator initiative within its ecosystem, aiming to capitalise on this rapidly growing sector."

During the recently held Maha Kumbh, Aaj Tak collaborated with Explurger, the social media app for travellers to create a Creator’s Lounge in Prayagraj. Spanning 2,000 square feet, the lounge was designed to accommodate over 60 creators. The space features a stage for live shows and celebrity interactions, offering visitors a chance to mingle with top influencers such as Tanya Khanijow, Ganesh Vanare, Surya, Amit Saxena, and Aditya Maurya.

With strong personal brands and loyal listener bases, radio jockeys (RJs) are increasingly becoming influencers in their own right. Recognising their popularity, many radio channels are positioning their RJs as digital influencers, leveraging their presence across Instagram, YouTube, and other social platforms. Radio channels have tapped into this trend by incorporating RJ-led influencer campaigns, where RJs promote products, host branded livestreams, and engage audiences with viral challenges. This cross-platform strategy has allowed radio stations to extend their reach beyond airwaves and into the thriving social media ecosystem.

Also, not just using in-house RJs as influencers radio platforms also collaborate with influencers outside to churn out effective branded content. 

For example, Red FM specialises in creating bite-sized and long-form content in collaboration with influencers who resonate with the brands’ target audience. These high-engagement videos are designed to captivate and convert in under a minute, making the brand message memorable and shareable.

One of the Red FM RJs’ brand collab with Raymond Realty:

Recently, Big FM has launched a podcast series, #TheSocialStar, hosted by RJ Megha. The talk show delves into the journeys of Indian content creators, uncovering the strategies, challenges and defining moments that shaped their success.

As TV broadcasters and radio networks double down on influencer marketing, the lines between traditional and digital content will continue to blur. With advertisers increasingly prioritising creator-led campaigns, media companies that can seamlessly integrate digital creators into their storytelling will have a competitive edge.

For brands, this shift presents a golden opportunity to reach audiences across multiple touchpoints, combining the mass appeal of traditional media with the authenticity and engagement of influencer-driven content. For creators, the collaboration offers a chance to scale their personal brands while tapping into the production resources and wider audiences of established media.