KINLEY KHANDU CHODEN | Thimphu
For decades, radio has been a lifeline across Bhutan’s rugged mountains, delivering news, music, and public service messages to communities often beyond the reach of other media.
From isolated villages to expanding urban centres, it once served as the country’s primary link to the outside world.
Today, however, the industry is steadily losing ground as audiences shift toward television and digital platforms for information and entertainment.
Several radio stations continue to operate nationwide, but many grapple with familiar challenges: limited funding, technical constraints, and rapidly changing listener habits.
Radio Valley 99.9 FM, one of Bhutan’s emerging private stations, reflects trends affecting the broader sector.
Dawa Drakpa, the station manager of Radio Valley, said daily operations are strained by limited human resources.
“On a daily basis, we deal with limited manpower, where a small team often has to handle multiple roles—from hosting shows to editing, marketing, and technical operations,” he said.
Equipment maintenance remains another persistent challenge.
“We don’t always have access to the latest tools or quick repairs,” he added, noting that financial constraints often hinder improvements in production quality. “Funding directly impacts the quality and consistency of what we can produce—sometimes, great ideas remain just ideas because resources are tight.”
These concerns are echoed by other stations across the country. Centennial Radio 101, launched in 2008, says the industry is under increasing pressure to compete with digital media.
“Radio is not exactly becoming obsolete, but it is definitely facing strong competition from digital platforms like streaming services, podcasts, and social media,” the station said. “One of our biggest challenges is retaining audience attention—listeners now don’t prefer programming.”
The shift in listener behaviour is particularly evident among younger audiences, who are gravitating toward on-demand and visually engaging content. Radio Valley has observed a noticeable decline in traditional listenership.
“Many listeners, especially younger audiences, prefer short-form videos or on-demand content rather than tuning in live,” Dawa Drakpa said.
Centennial Radio 101 similarly noted a move away from scheduled broadcasts.
“We’ve seen a shift. Audiences now prefer personalized content rather than traditional scheduled radio programs,” the station said, adding that this transformation is reshaping how content must be produced and delivered.
Listeners themselves have also noticed the change. Dechen Wangdi, 83, from Trashigang, said radio has become more accessible through mobile devices but expressed concern about declining youth interest.
“Everything is much more convenient since we can access radio directly through our phones,” he said. “But many young people hardly pay attention to radio because they rely so much on their phones.”
The introduction of television marked a turning point in Bhutan’s media landscape. Ugyen Dorji, 78, from Punakha, recalled how radio once dominated information sharing.
“Radio used to be very popular, but after television was introduced in Bhutan, most news and programmes began to be delivered through TV,” he said. “Personally, I now focus more on television than radio.”
Despite these shifts, radio continues to hold significance, particularly in rural and remote areas. Tendrup Tshering, 74, a retired soldier from Samdrup Jongkhar, highlighted its importance during his service.
“When we were stationed in remote mountain areas, carrying a radio was essential. It helped us stay updated with the news and also served as a source of entertainment,” he said. However, he acknowledged that listenership has declined. “The number has significantly declined compared to the past.”
Bhutan’s mountainous terrain presents both an advantage and a challenge for broadcasters. While radio remains accessible in areas with limited internet connectivity, expanding signal coverage is technically and financially demanding. Radio Valley reports inconsistent reception in high-altitude regions due to infrastructure limitations.
Centennial Radio 101 faces similar constraints.
“Bhutan’s terrain makes signal expansion technically and financially challenging,” the station said. “Currently, we are limited to Thimphu, and reaching remote areas would require significant infrastructure investment.”
Language diversity adds another layer of complexity. With multiple dialects spoken across the country, stations must balance inclusivity with practical limitations. Radio Valley notes that while Dzongkha and English reach a broad audience, many communities feel more connected to programming in their local languages.
Centennial Radio 101 also acknowledged this challenge.
“At the moment, since our station mainly operates within Thimphu, we primarily use widely understood languages such as Dzongkha and English, but broader reach would require more multilingual programming and resources,” the station said.
Listeners have also raised concerns about mixed-language programming. Sonam Wangchuk, 35, from Pema Gatshel, said blending languages can reduce clarity.
“Programmes meant for a specific language audience sometimes include content in other languages,” he said. “It would be more effective if each programme strictly used its intended language.”
Financial sustainability remains one of the most pressing challenges for radio stations. Advertising revenue—once a primary income source—is increasingly shifting toward digital platforms. Centennial Radio 101 identified this trend as a major concern.
“Many businesses are shifting their budgets to digital platforms where targeting and analytics are more precise, making it harder for traditional radio to compete,” the station said.
Limited funding affects not only operations but also content quality and innovation.
“Funding limitations directly affect both the quality and consistency of our content,” the station explained. “With limited budgets, it becomes difficult to invest in modern equipment, upgrade software, or maintain existing technical infrastructure.”
The lack of resources also impacts staffing and creativity.
“We may not always be able to hire or retain skilled professionals, which increases the workload on the existing team and can limit creativity and innovation,” the station added.
The rise of digital platforms presents both challenges and opportunities. Radio Valley has begun exploring ways to engage audiences through social media and online channels, but doing so requires additional effort and resources.
“Managing radio alongside digital platforms can stretch our team thin,” Dawa Drakpa said.
Centennial Radio 101 sees potential in digital integration but acknowledges significant hurdles.
“Adapting to digital platforms comes with several challenges. One of the main difficulties is limited technical capacity—both in terms of infrastructure and skills,” the station said.
Content must also be reimagined for digital audiences.
“What works on radio doesn’t always work on digital platforms. We need to rethink how we produce content—making it shorter, more visual, and more engaging.”
Maintaining a consistent digital presence is another challenge.
“Digital platforms demand regular and fast updates, which can be difficult to maintain with a small team already handling daily broadcasting responsibilities,” the station added, noting that monetization in the digital space remains uncertain.
Industry stakeholders emphasize that collaboration will be key to sustaining radio in Bhutan. Centennial Radio 101 called for greater support from multiple sectors.
“From the government side, support in terms of funding and infrastructure development would be crucial,” the station said, also highlighting the importance of private-sector partnerships and community engagement.
Looking ahead, both stations agree that adaptation is essential. Radio Valley believes the future lies in combining traditional broadcasting with digital innovation. Similarly, Centennial Radio 101 stressed the need for transformation.
“Radio stations need to embrace digital transformation. This includes online streaming, podcasting, and active use of social media to reach younger audiences,” the station said.
Despite these challenges, radio remains one of the most accessible and affordable forms of media in Bhutan, particularly in rural communities.
For older generations, it continues to serve as a trusted and familiar source of information. For younger audiences, however, its survival will depend on how effectively it evolves.
As Bhutan’s media landscape continues to change, radio stands at a crossroads—caught between its legacy as a community voice and the demands of a rapidly digitizing world.
