It’s not just the likes of Spotify, Deezer and Pandora trying to take a bite out of traditional radio by moving into podcasts.

Indian streaming service Hungama Music is following suit with the launch of what it’s terming ‘original audio programming’. That means radio-style shows in languages including Hindi, Telegu, Punjabi, Bengali and Marathi, but starting with Tamil-language show ‘Endrendrum Punnagai’ hosted by popular Chennai DJ RJ Sindhu. She’ll be focusing on famous Tamil musicians in the show, starting with AR Rahman.

“Like video content, there is an increasing demand for differentiated and local content on music streaming platforms. Over 48% of our audience consumes content in languages besides Hindi,” said Hungama Digital Media’s COO Siddhartha Roy. “We plan to launch five to six audio originals in the next 12 months and aim to increase our regional user base by almost 30%.”

Hungama says that the audio originals will have a potential reach of up to 30 million listeners across its apps, website and Alexa integration, as well as its partnership with smartphone-maker Xiaomi.

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