Delhi is once again in the radio limelight with two FM stations launching in the Capital in the last two days. Following Radio One’s launch on September 23, it is now Reliance-ADAG-promoted radio division Reliance Unicorn’s turn to hit the airwaves with Big 92.7 FM in Delhi and Hyderabad. These two are first of the 45 FM channels slated to be launched in India by the group.
Positioned as an ‘adult contemporary music station’ targeting the 22-44 age group, the station has brought in several celebrity RJs like Mona ‘Jassi’ Singh, Gaurav ‘Nandu’ Ghera and Sunil Pal of ‘The Great Indian Laughter Challenge’ fame for the Delhi FM station. The station has ‘Suno Sunao, Life Banao’ as its tagline.
Meanwhile, Abhishek Bachchan has been roped in as brand ambassador of the FM channel.
Elaborating on the positioning of the station, Tarun Katiyal, COO, Big FM, said, “40 per cent of our content will be unadulterated. The programming mix will be young adult, contemporary, mature and edgy. RJs will be aspirational, funny, mischievous and sensitive.”
“We have tied up with GIS (Geographic Information System) and will be providing traffic update from 40 places across the city on a rotational basis. We will be also providing multi-location live weather within the NCR,” Katial further said.
The company is investing Rs 400 crore for its 45 stations, including the Rs 160 crore that it had invested in getting the FM license.
The company will be launching in nine cities by October-end, including Chennai on September 26. The other cities were Srinagar, Jammu (on October 7), Mumbai, Bangalore, Kolkata (on October 10) and Aligarh (on October 15), informed Praveen Malhotra, VP, Head, North Operations, Adlabs Films Ltd.
High on its communication drive, the station has launched print and outdoor campaigns. “We have installed single-frequency sets in 1,000 auto-rickshaws and 600 retail outlets in Delhi and the NCR,” informed Kartik Kalla, Station Head, Big FM.
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