B.A.G’s Radio Dhamaal to launch by December

MUMBAI: Anurradha Prasad’s B.A.G. Infotainment Pvt. Ltd, which bagged FM radio licenses earlier this year, will be rolling out its first set of stations in northern India by December this year.


The stations will rolled out under the brand name of Radio Dhamaal and will operate on a frequency of 106. The tagline of Radio Dhamaal will be ‘Hila Ke Rakh De.’


B.A.G. Infotainment Pvt. Ltd, which is a subsidiary of B.A.G Films, had won the FM licenses for Haryana, Himachal Pradesh, Punjab, Maharashtra, Madhya Pradesh, Bihar and Jharkhand.


Speaking exclusively to Businessofcinema.com, Prasad, whose two films – Zindaggi Rocks and Mannat are releasing tomorrow (6 October), says, “Our 10 radio stations will be launched by December this year and we are first targeting the northern belt in cities like Karnaal, Hisaar, Patiyala and Simla.”


Radio Dhamaal will then be launched in western, central and eastern Indian towns. “In Madhya Pradesh we will launch in Jabalpur. Then we have Ranchi and Muzzafarpur in Jharkhand; post which we will launch in the sugar belt of Ahmednagar, Dhule and Jalgaon,” informs Prasad.


While radio’s staple diet is music, Prasad isn’t making any tall claims about the content being different, but says that stress will be more on localized content. “Our Radio Jockeys (RJs) are being trained and honed at our own media institute in Noida,” she says.


What’s more, Prasad is also buoyant on the fact that news content, which until now is not allowed on private FM stations, will soon be allowed. “The group of ministers has already readied the proposal for allowing news on FM stations. So things have moved at the policy making level. It is only a matter of time now when the directive will be passed on the same,” says Prasad.


The radio venture is headed by Rajeev Mishra. “Our programming team is also in place. Radio requires that feel young and yuppy feel and we will be focusing on the youth. However, that doesn’t mean that we will not be catering to the older generation,” adds Prasad.

Hetal Adesara & Rohini Bhandari

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