MUMBAI: Last year, Radio Mirchi launched visual radio in collaboration with HP and Nokia. But the concept has yet to catch on as private FM operators are in a rush to launch more stations.

Radio on mobile phones has a 40 per cent penetration in metros like Delhi and Mumbai. In such a situation, mobile should be put into work by the radio broadcasters, observed GCAP Media digital content manager Nick Piggot.

Text messages can provide a database of the listeners, their profile and a list of their most preferred songs. Piggot explained how this could be achieved. The listeners‘ request should be received through text messages; it unburdens the phone from being jammed; and the request text can be returned by a ‘thank you‘ message which is sponsored by any brand.