MUMBAI: The $ 22 billion Reliance ADA Group is planning to launch its radio station: Big FM with a common frequency of 92.7 across 45 stations. The first phase will cover the six metros of Delhi, Hyderabad, Bangalore, Mumbai, Kolkata and Chennai, later spreading to territories like Jammu, Srinagar, Aligarh, Bikaner.
Adlabs Radio COO Tarun Katial says, “We are adopting a two-pronged launch strategy. While the metros are ideal to establish brand recognition and recall, the other virgin markets are completely new and fresh to explore, giving us an opportunity to provide an entertainment medium to the listeners. It is our endeavor to enthrall the local audiences and build a brand that connects at the grassroots. Credibility, maturity, relevance, entertainment and aspirational are our pegs for content as a product that reaches into every home and is of relevance to every listener.”
“We offer a fresh new approach to the medium, keeping in mind the local sensibilities of our diverse population. There will be high amount of interactivity on the station and we will use it as a platform for consumers, taking on issues, which are word of mouth and bring listener emotions to the fore. By early next year, we will be present across India from Srinagar to Trivandrum and Surat to Guwahati. We will be present in 1000 towns and 50,000 villages across India – reaching 200 million Indians,” Katial added.
According to NRS reports, radio is the media with the highest and fastest paced growth prospects in the country today. The revised license fee structure – from a flat fee model to a revenue sharing one announced in 2005 has been an advantageous move for the Indian radio industry.
The RJs of Big FM have been selected via a nationwide hunt. The station will present itself in a larger than life avatar and all morning slots will boast of well known celebrity jockeys.
With an investment of Rs 4 billion (Rs 400 crore) dedicated to transmission equipment, infrastructure and licensing; the proposed network for Adlabs Radio will be the largest ever, cites an official release. The overall manpower strength will stand at 1500 employees nationwide. The IP protocol technology being utilized for Big FM has been sourced from Axia, USA making this station amongst the first to utilize this in Asia.
