Cumulus wants Nash to encompass not only radio but also television, print and online media, and even licensed merchandise like kitchenware and cars. At the Nash headquarters in downtown Nashville, normally drab radio studios have been remade to look like warmly lit television production sets, with high-definition cameras capturing video in preparation for a time when the shows will also be transmitted in multiple formats online.

While country broadcasters typically give their stations names like “The Wolf” or “The Coyote,” suggesting rural stereotypes, Lew Dickey, chief executive of Cumulus, said his new brand captured a broader and more upwardly mobile audience for the genre.

“We wanted to eschew the conventional stereotypes in the format and go with something more aspirational,” Mr. Dickey said. “Nash is cool; Nash is fun; Nash is relevant.”

Country has been one of radio’s biggest success stories over the last decade. While the number of country stations has remained relatively stable over that time, at about 2,100, country’s share of the audience has been gradually increasing, with about a 15 percent share among people 12 and up, according to Nielsen. Broadcasters have been keen to capture that audience; last month, for example, Clear Channel, the country’s largest radio company, held its first iHeartRadio Country Festival in Austin, Tex., with stars like Eric Church, Lady Antebellum and Hunter Hayes.

Image Connie Britton, right, rehearses a scene during a taping for the television series "Nashville" at Cumulus Media studios in Nashville, Tenn. Credit... Joe Buglewicz for The New York Times

While country stations have traditionally focused on adult audiences, analysts attribute much of the recent growth of these stations to an increasing appeal to a younger audience, helped by a youthful tilt in the music. As a result, country now reigns as the most popular musical format on the radio.

“Five years ago, the key listener for country radio was a 40-year-old white woman from the suburbs,” said Brian O’Connell, the president of the country division of Live Nation, the world’s largest concert promoter. “We’re finding out that the audience was significantly younger than that.”