iHeartMedia, an audio company in the U.S., has teamed up with Rukus Avenue Radio, a South Asian radio and podcast network, for an exclusive partnership.
Founded in 2018, with a current listenership of over 10 Million listeners a month, Rukus
Avenue Radio is the most listened-to South Asian radio and podcast network globally.
Launched on January 19, Rukus Avenue Radio is now available on iHeartRadio, becoming the first mainstream network in North America dedicated to South Asian culture. This partnership aims to bring a fresh and unique experience to the millions of iHeartRadio listeners who enjoy podcasts and music.
South Asia is home to over a billion and a half people, making it the world’s largest marketplace. The collaboration reflects the growing interest of South Asians in podcasts and radio content, with the region’s media and entertainment expected to reach $74 billion globally by 2027.
“We are excited to welcome Rukus Avenue Radio to the iHeartRadio app,” said Michael
Biondo, iHeartMedia President of Business Development and Strategic Partnerships.
“We are committed to delivering diverse content to our audiences and this partnership
also provides Rukus Avenue with the platform to reach millions of new listeners.”
“This moment is indeed transformative,” added Sammy Chand, Chairman & CEO of
Rukus Avenue. “Our South Asian culture is rich and diverse, and we have so much to
share with everyone. Having Rukus Avenue Radio on iHeartRadio not only celebrates
our community, but also gives people of all backgrounds a common place they can
press play and come experience the best our culture has to offer.”
To kick off the collaboration, Rukus Avenue Radio will feature special programming from January 19th to the 21st, followed by regular shows starting January 22nd. The programming covers a range from Punjabi and Carnatic music to South Asian hip-hop, Bollywood culture, and discussions shaping the identity of the South Asian diaspora. Weekly one-hour shows hosted by individuals discussing hot topics relevant to the South Asian community will provide engaging content for listeners.