MUMBAI: BIG 92.7 FM has joined hands with Radio Dhamaal and Rangila FM to expand its operations.

This strategic alliance grows the BIG FM network offering by an additional seven stations with BIG 92.7 FM’s to take the tally to 52 cities.

BIG 92.7 FM chief executive officer Tarun Katial said, “We are delighted to announce our alliance with Radio Dhamaal and Rangila FM, between whom have a strong presence in Maharatsra and Central India. With a fair share of ad-spends flowing into these regions, this alliance helps us enhance the reach of our offering to advertisers and further consolidates our position vis-à-vis competition. Having 52 stations enables us to deliver greater value to our advertisers and strengthens our ability to help build their brands across markets. ”

“We are confident that this tie- up will be beneficial for both the parties, in this competitive scenario consolidation is the necessity. We had evaluated various options and found that BIG FM were most appropriate partners for sales alliance as most of our stations do not compete with each other in the cities we are present . It is a well thought strategy which allows BIG FM sales team to package our non competing stations in their deals to garner better market share & at the same time both teams will handle their sales independently, “added BAG Network head Network Sales Sanjeev Kalia.

Rangila FM MD S.K. Jain said, “The strategic alliance with BIG 92.7 FM will usher in a very exciting phase of mutual growth. Rangila FM in Raipur (state capital of Chhattisgarh) will benefit from the presence of national brands facilitated by BIG FM whereas advertisers will now be able cover a huge landmass in the most potential state in Eastern India through a single window. Rangila FM has developed a huge following in Raipur-Durg-Bhilai belt with its unique flavor and programming that will provide a solid platform for brands. Also, the deep penetration in a number of rural clusters under Rangila’s coverage supported by bonding with listeners will open ways for meaningful and effective rural activations.”