Radio Dhamaal, with a frequency of 106.4, is all set to hit the airwaves by June 15, 2007, with the tagline ‘Hila Ke Rakh De’. To start with, BAG Infotainment Pvt Ltd (BIPL), a subsidiary of BAG Films & Media Ltd, would launch its FM channels in Karnal, Hisaar, Patiala and Shimla. In all, BIPL has won licences for 10 FM stations in Haryana, Himachal Pradesh, Punjab, Maharashtra, Madhya Pradesh, Bihar and Jharkhand.
Radio Dhamaal will thereafter be launched in other western, central and eastern Indian towns. “Radio Dhamaal, as its name suggests, would have very youthful and energetic content. The training of our RJs is complete and everything is in place. Though we have arrived late in radio, the niche that we have created by our work in TV production would help our listeners to relate to us,” said Anurradha Prasad, MD, BAG Films & Media.
Commenting on how Dhamaal’s content would be different from FM stations, Prasad didn’t make any tall claims but added that positioning was important vis-a-vis content. “There is competition in the radio market but there is space also for everyone. A lot of new things are coming up and we would cope with the competition once the stations are launched and we get feedback,” she said.
As for publicity, Dhamaal would be seen on large hoardings in and around the towns where it is being launched. The company has put primary focus on outdoors for advertising purposes and has roped in RK Swamy BBDO for the creative.
BAG, with a market capitalisation of more than Rs 450 crore, has invested more than Rs 50 crore in its radio business. “We were lucky to win the licences for Rs 5 crore which makes the incurred expenses less. Our radio business will grow gradually in the next two years and we expect to break even by 2009. The company expects good growth with Shailja Naqwi as the Programming Head and C F Moses as President-Sales,” said Prasad.
BAG has been into production work and content creation for several channels like DD, Sony, Star News, Star Plus, Star One, MTV, Zee and Sahara Samay. It is also planning to launch its own TV channels. It has also been into film production with ‘Mannat’ and ‘Zindagi Rocks’.