MUMBAI: Reliance Broadcast Network Limited’s digital arm BIG Digital has launched a new service called BIG Non Stop Masti, which will offer select content to audiences on demand.

The content comprising Bollywood interviews, humor capsules, devotional music and health tips amongst others will be selected from 92.7 BIG FM and offers it to audiences, who can listen in, by simply calling 5055454.

The product, currently hosted in Hindi, will soon see expansion in other languages, basis consumer demand.

Audiences can also listen to patriotic tunes, shayaris and much more from across the nation, all through a single number through their cell phones.

Reliance Broadcast Network business head, experiential marketing, OOH and digital business Rabe T Iyer said, “The mobile industry has seen robust growth in India which has worked well for value added services like entertainment on demand, making the timing for the launch of this product from BIG Digital perfect. The business synergies are excellent, with a brilliant entertainment library already existent within the company, through 92.7 BIG FM’s 45 station network allowing for it to be accessed by audiences across the country as per their convenience. The categories have been put together after consumer insights and clear understanding of entertainment preferences and demands. With an increasing number of consumers seeking entertainment and information through their cell phones, we are confident the product will work excellently.”

Content is sieved each week and fresh content uploaded and made available to audiences at standard IVR rates.