Top Story

e4m_logo.png

Home >> Media - Radio >> Article

Adlabs Radio branded ‘Big 92.7 FM’, to commence launch with nine FM stations

05-September-2006
Font Size   16
Share
Adlabs Radio branded ‘Big 92.7 FM’, to commence launch with nine FM stations

Adlabs Radio is ready to compete in the FM broadcast space in India. The station has been christened ‘Big 92.7 FM’. Why Big? “Because we are the biggest radio network in the country,” replied the entity’s COO, Tarun Katial.

Katial further said that the launch date would be anywhere between four to six weeks’ time. The marketing campaigns are expected to break soon. JWT and Marching Antz are the key creative agencies.

Big is launching with nine stations in all the six metros and markets like Srinagar, Jammu and Aligarh where Big would be the only radio option at present. The network has targeted March 2007 as the period by when all the 45 stations would be launched.

The team for the network is ready with Praveen Malhotra roped in as Sales Head, Anand Chakravarthy, who brings strategic planning and brand planning experiences from Lowe, taking control of Marketing, and Manav Dhanda, who has been with Radio Mirchi, looking after Programming. In addition, the core team comprises Vishal Mul, who looks after the creative function, and Shaumin Ghosh, who is the Chief Technology Officer.

The content plan of action for the Group is clear. The target is all inclusive with a focus on the 18-34 age group, which, according to Katial, would lead the station to be positioned as a young, adult, contemporary media entity.

How would the channel achieve this? “By playing on human emotions,” said Katial. “We will make the listener the hero. There would be interactivity on the channel and we would use it as a platform for consumers, we would take on issues which are word of mouth and bring listener emotions to the fore,” he added.

Katial divulged that the content would be more talk than music and even in the music element of it, the channel had invested heavily in auditorium music tests. To give an indication on the kind of differentiation that could be expected, Katial also informed on the stations’ plans to use celebrities to host their morning shows as ‘proper RJs’. When asked to name a few, he declined, saying it was a little early to do that.

In regards to the marketing of the station, the metro markets would see more high impact marketing than the other markets. While the marketing mix would be all encompassing, focus would be on below the line activities.

Tags

Abhishek Punia, Co-founder and COO of ARM Worldwide, tells about how they re-branded themselves from ARM Digital to ARM Worldwide and in the process marked their presence globally

Srinivasan opens up on what prompted their recent rebrand, their foray into bus depots and developing the software that displays Bengaluru Metropolitan Transport Corporation's (BMTC) Passenger Information System for all the major bus depots in Bangalore.

Software and Technology, Consulting, Healthcare seem to be increasingly using Webinars to engage with their clients and employees

Chandy indulges in his love for reading and learning something new over the weekends

Though revenue from media operations grew by 10.6% yoy to Rs 760.8cr, the film production revenue declined by 18.0% yoy

At the inaugural one-on-one session between Aroon Purie, Chairman & Editor-in-chief of India Today Group and Anurag Batra, Chairman & Editor-in-chief BW Businessworld & Exchage4media Group, Purie spok...

At the 11th Indian Magazine Congress in New Delhi Rajdeep Sardesai, Consulting Editor, India Today, remembered the time when he used to work for Times of India