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.