As COO and Director of Red FM and Magic FM, Nisha Narayanan‘s career journey began unexpectedly, evolving from an unplanned stint as a media consultant. What started as a hobby swiftly transformed into a profound passion, ultimately blossoming into her chosen profession.
Joining Red FM’s nascent team marked a pivotal moment, where her contributions played a key role in catapulting the channel to its current heights. Today, Narayanan’s remarkable growth trajectory stands as a testament to her unwavering dedication and transformative leadership in the media industry.
With a profound passion for content, deeply rooted within her, she remains captivated by the medium’s enduring power. To her, radio is more than just a career – it’s a lifelong love affair characterised by its immediacy, authenticity, and boundless potential even in the modern era.
For Narayanan, entering the field of radio was never something she planned. It began with a moment of chance that changed everything. She was preparing for an exam and found herself extremely bored. Out of this sheer boredom, she happened to tune into All India Radio, where they announced an opportunity to apply for a position.
“On a whim, I applied and was pleasantly surprised when I got through. Coming from a family with no media background, this was quite unexpected. However, I decided to embrace the opportunity, thinking, Why not?” she added.
What started as an unplanned venture quickly turned into a hobby for Narayanan. The medium fascinated her, the power of audio was so compelling and fresh that it drew her in. She wanted to delve deeper and explore this new interest. Over time, this hobby naturally evolved into a profession. Thus, her journey into radio was never something meticulously planned but rather a serendipitous progression from an initial curiosity sparked by boredom.
“I consider myself fortunate to have transformed my passion into a profession. When such a transition occurs, it doesn’t feel like work. I am perpetually engaged, always thinking of something new or innovative, without ever feeling like I am working because it’s something I truly love. This journey began purely by accident, and I simply went with the flow,” Narayanan said.
“My natural curiosity drove me. I have an insatiable desire to learn, and when I find something interesting, I dive deeply into it. This curiosity led me to explore radio, understanding the industry, the concept of audio, the meaning of frequency, and its transmission. My learning process was grounded in asking numerous questions, regardless of how trivial or embarrassing they might have seemed. My passion for the radio space and its ecosystem fueled my learning. At that time, there were no universities or colleges teaching these subjects, or if they existed, I wasn’t aware of them,” she added.
Narayanan has been working in the industry for nearly 30 years, with 18 of those years dedicated to Red FM. When she first joined Red FM, her primary role was to establish stations across the country.
At that time, South Asia FM had just acquired radio licences. Her career began as a media consultant, and she approached them with a proposal to leverage her expertise in radio, filmmaking, and journalism to set up new stations.
“I was passionate about the freedom that came with being a media consultant, allowing me to pursue various interests without committing to a full-time position. However, the opportunity with Red FM was unique. They convinced me to join their team full-time, and I feel incredibly fortunate to have done so. This role not only allowed me to do what I love but also provided me with invaluable exposure and experience. I travelled extensively, setting up stations in diverse regions, each with its unique culture and ethos,” she said.
“At Red FM, we pride ourselves on being “nat-local” meaning we maintain a national presence while embracing local culture. Whether establishing a station in Bhubaneswar or Kashmir, our goal is to reflect the local ethos, culture, and humour of each area we serve,” she added.
Furthermore, Narayanan expressed that understanding the unique dynamics of the radio industry and launching the station involved finding the right talent during a time when skilled radio professionals like RJs, producers, and music managers were not readily available. They had to identify and train people from various professions for radio. This process was immensely enjoyable for her, as she loves to nurture and train individuals.
“We sought individuals who were passionate about speaking, humour, and observing life. Our talent pool included aeronautical engineers, baristas, sportspeople, and others who joined the radio industry despite their diverse backgrounds,” she said.
At that time, Narayanan travelled across the country with a very lean team, comprising mostly three members. The two women reporting to her were instrumental in exploring, studying, and researching, which significantly contributed to their efforts.
She passionately expressed, “This journey with Red FM began with just one station and has grown into a network of 69 stations, marking an extraordinary journey from inception to expansion.”
Moving on from her contributions to shaping Red FM over the years, Narayanan also shared her insights on maintaining a work-life balance, pointing out, “If you really want to rise to a certain level and have leadership roles, then the notion of work-life balance is overrated. Personally, I don’t subscribe to this idea. Achieving true work-life balance requires extraordinary effort and dedication. It’s not about having an average day, every day must be remarkable, challenging, and filled with risks and boundary-pushing.”
Furthermore, she went on to say, “Women often put undue pressure on themselves to excel in every area, striving to be superheroes at work, at home, and in social circles. This expectation is unrealistic and unsustainable in the long run. It is crucial to set realistic expectations and understand that perfection in every sphere is neither possible nor necessary.”
Fortunately, Narayanan emphasised, she has had a strong family support, which allowed her to focus on her work. However, one significant challenge that persists is the perception of this industry being predominantly male-dominated. Despite noticeable growth in the representation of women in media, this progress hasn’t uniformly translated to leadership roles.
She pointed out that consequently, women face heightened scrutiny regarding their performance, capabilities, and ability to manage work-life balance, including responsibilities like caring for children and maintaining household routines.
She went on to say, “I advocate for women to focus on enjoying their work and honing their skills rather than solely aiming for executive titles. Recognition, promotions, and career milestones naturally follow when passion and proficiency align with dedication over time.”
She highlighted that it’s essential to accept that achieving senior leadership positions like CEO or MD requires sustained effort and resilience, rather than expecting immediate results. Striving for a balanced approach, acknowledging personal limitations, and avoiding undue pressure are crucial for long-term success and well-being.
Narayanan mentioned that women’s representation in the industry was notably low when she first entered. In fact, private FM channels were a relatively new concept, barely two decades old.
“Over time, there has been a significant shift in the acceptance of all genders in radio. The number of women in radio has notably increased. Initially, the allure of radio lay in its anonymity, a powerful voice reaching listeners under a pseudonym, shielding one’s true identity. This anonymity was particularly crucial in smaller towns where families were cautious about women working in the media,” she said.
She also mentioned that there were stereotypes about the media being male-dominated and challenging for women. Radio provided a platform where individuals, particularly young enthusiasts, could explore without immediate physical exposure. This anonymity often granted permission from families, allowing them to pursue radio as a hobby or experiment while in college.
“As these voices gained popularity and acceptance, evolving into household names, many chose to turn their passion into a career. Today, these pioneers serve as inspirations, showcasing countless success stories within the industry. Their achievements have paved the way for more women to enter radio, supported by increasingly accepting families who recognise media as a viable career path for women,” she added.
Moving on, Narayanan highlighted Red FM’s strategic initiatives and campaigns aimed at empowering, entertaining, and engaging women listeners.
“Our content, inspired by our tagline ‘Bajaate Raho’ is intentionally inclusive of all genders. We position ourselves as provocative entertainers, addressing pertinent issues boldly and directly. While our approach may be assertive, it is not targeted towards any specific gender. We do not create separate programming for men or women,” she said.
“Occasionally, we undertake campaigns such as the ‘Stree Rickshaw’ initiative, where we supported a woman driving an E-rickshaw with her child tied to her belly. Our goal was to empower her by facilitating her a rickshaw of her own. However, such initiatives are not indicative of a focus solely on gender-specific content,” she added.
Narayanan firmly underscored that Red FM’s content philosophy emphasises gender neutrality and entertainment value. They believe in inclusivity, diversity, and the celebration of various cultures.
“Our content explores a range of topics from traffic issues to environmental conservation and climate change, all without gender bias. We are committed to creating meaningful entertainment that resonates across diverse audiences,” she mentioned.
Talking about the work and culture at Red FM, it’s impossible to overlook Narayanan’s love for sarees, which has captured attention both on her social media and at various events. She candidly discussed that early in her career, she chose to wear sarees to project a mature and credible image when engaging with significantly older individuals.
“Our society remains predominantly male-dominated, and everything a woman wears can be scrutinised today. For instance, wearing a saree might make you appear more conservative, modern, or sober. However, opting for sleeveless attire is still taboo in many circles, with some questioning a woman’s professionalism based on such choices,” she said.
She strongly believes that this mentality is unfortunately very regressive and isn’t going to change overnight. When women speak up, it often gets labelled as feminism, but it’s not about being feminist, it’s about stopping the judgement. Women are in their positions because of their talent, not because of their attire.
“When I started my career, I chose solid, bold-striped sarees, avoiding flowery designs that seemed more feminine. However, how long can you keep doing that? Ultimately, your work should speak for itself. Back then, I was naive, lacked mentors, and was under self-inflicted pressure to prove that I could perform just as well, if not better, than a man. This journey shaped who I am today,” Narayanan said.
“True power dressing isn’t about the clothes, it’s about talent and performance. Your daily work and results reflect your capabilities, not the flowers or designs on your saree. These judgmental concerns persist, even in metros, and are more pronounced outside these areas. Therefore, this narrative needs to be communicated gently, without aggression. When the conversation becomes aggressive, demanding acceptance for what we wear, it shifts towards activism, which is not the goal,” she added.
Narayanan emphasised the significance of a transformative initiative that could empower more women in the workplace. She highlighted Red FM’s proactive efforts in fostering such changes, saying that they have witnessed an organic rise of women in leadership roles at Red FM, a development that was not intentional but rather serendipitous.
These women have consistently proven their mettle, excelling under pressure to demonstrate their capability to honour their designations.
She thoughtfully observed that every woman in a leadership position at Red FM has outperformed expectations in various ways. However, this excellence often comes with a heightened level of assertiveness. Their drive to excel can sometimes make them challenging to manage, but their aggression is channelled towards their work, not their colleagues.
“The contributions of these women go beyond mere performance metrics. They infuse the workplace with empathy, talent, and a high emotional quotient (EQ), creating a competitive yet ego-free environment,” Narayanan said.
“This unique culture, which extends beyond programming and management to include sales, revenue, marketing, and finance, makes Red FM a vibrant workplace. It’s one of the key reasons many team members have tenures exceeding 8-10 years. The supportive and creatively liberating environment we provide encourages long-term commitment among both men and women,” she added.
She strongly believes that it is vital to create a secure and supportive atmosphere where team members feel empowered to achieve their best without fear or insecurity. Encouraging them with the assurance of support- saying, “Go out and get it, I’m right behind you” – inspires both women and men to excel.
Ultimately, fostering this environment naturally elevates the organisation’s stature. Being a leader is undoubtedly challenging, but it involves making these principles part of your intrinsic nature. It cannot be a temporary approach, it must be ingrained in your DNA, becoming second nature, she added.
Narayanan, drawing from her wealth of experience, openly shared advice she would offer her younger self at the outset of her career. Reflecting on her journey, she highlighted aspects she would approach differently, emphasising, “When I was young, I placed immense pressure on myself in every aspect of life, not just professionally, but also in trying to appear older and more mature, like wearing a saree. Reflecting on this, I realise that such pressure was unnecessary. Had I focused solely on my work without overburdening myself, my journey would have been considerably smoother.”
She stated that for those climbing the career ladder or finding their professional equilibrium, it’s crucial to embrace risk-taking. To become a leader, one must start taking risks, which can manifest in various forms. It might involve creating an innovative IP different from the usual work or entrusting responsibilities to someone in your team despite not being entirely confident in their abilities. They might fail initially, but giving them another chance is part of the process.
“In the media industry, what we serve is what people consume. Offering something new and fresh can lead to positive reception. Without taking the chance to innovate, you will never know if your audience will accept it. Early in your career, while it’s important to follow instructions, it’s equally vital to experiment. Without experimentation, you risk falling into a cookie-cutter routine, not doing blue sky thinking. Engage in out-of-the-box ideas,” Narayanan said.
“These are the principles I would have advised my younger self. While I did embrace many of these practices, I realise I could have pushed myself further and avoided self-imposed limitations. Nevertheless, it’s a journey we all undertake,” she added.
Moving ahead, she elaborated that she hasn’t really encountered significant pay parity issues in the industry. It varies from brand to brand and company to company, with different salary structures in place regardless of gender.
“In fact, some of the highest-paid RJs in this industry are women. This doesn’t mean that men aren’t highly paid, but rather that there are women who are among the top earners overall. For instance, Red FM provides extensive and inspiring coverage, demonstrating that there is no gender discrimination in terms of salary or pay parity,” she mentioned.
Narayanan, when discussing the female leader who has inspired her most, expressed that for her, the journey of Indra Nooyi is profoundly inspirational.
“I have always admired her resilience and authenticity. If you listen to any of her interviews, she speaks candidly and remains true to herself, which I find immensely relatable,” she said.
Furthermore, she elaborated, “For example, in one of her interviews, she shared an anecdote about receiving an award or promotion. When she arrived home, her mother asked her “Why don’t you leave your CEO hat outside?” reminding her that at home, she was a mother first. She needed to prepare the milk and speak to the kids about dinner. This story resonates with me deeply. No matter the titles we hold in the professional world, whether CEO, MD, or any other leadership role, at home, we are mothers, wives, sisters, and we tend to daily familial duties.”
Indra Nooyi’s acceptance of this dual role and her willingness to share it publicly inspires other women to embrace their multifaceted lives. It is a powerful reminder that it is perfectly natural to balance professional and personal responsibilities, Narayanan underscored.
In conclusion, she emphasised, “I am glad we are having this interview because I genuinely believe such narratives are essential. It is crucial that more men, not just women, read this. This message needs to reach the men in the ecosystem, as women already understand their roles and capabilities. Men also need to recognise and support these efforts.”
“There are numerous men who are very supportive, and I firmly believe that women wouldn’t be able to achieve what they do without the backing of these men. Many of the women leaders in senior positions have men working under them who accept and respect their leadership,” she added.
Narayanan said that therefore, it’s vital to acknowledge that there are supportive men out there, but more men need to understand and embrace this perspective. They should be more supportive and less judgmental.
