After hitting the airwaves in three major radio markets – Delhi, Hyderabad and Chennai – Big FM 92.7, the radio venture of Reliance ADAG’s Adlabs Radio, will go on air in Bangalore next week with the tagline ‘Keli Kelisi, Life Nimmadagisi’ (Listen and make life yours). The FM station has appointed Farida Kaliyadan as Associate VP and Station Head, while actor Upendra has been roped in as the brand ambassador.
The channel has also signed on comedian Sihi Kahi Chandru, who will host the breakfast show, and Mimicry Dayanand, a well-known mimicry artist, who will entertain listeners during the evening prime time.
Besides catering to the local flavour and city-connect through relevant content and interesting information and updates, the channel would play music which appeals to the local tastes. The channel has established strong infrastructural support in order to make its offerings relevant and credible. Ninety per cent of the programming content would be in Kannada and the remaining 10 per cent would be in English and Hindi.
As a part of its initiative to “provide entertainment with a cause”, Big FM would flag off an on-ground campaign ‘Making Bangalore a safer place’, on the day of launch.
Speaking to exchange4media, Kaliyadan said, “Our programming content would be unique and refreshing and aimed at breaking through the clutter. The bandwidth of celebrity RJs will create a connect with our listeners. Our programming content would sound refreshing and unique with major focus on utilities and entertainment. We would also provide comprehensive traffic update. Our traffic update would not only cover the city limits but also suburban areas.”
“Big 92.7 FM would also target the non-listeners market, which has never been targeted so far,” she further said.
Commending on her new assignment Kaliyadan said, “As Station Head, I lead the Bangalore team of over 40 people to create a radio channel that will truly be differentiated in its music and content in Karnataka. The challenge lies in being able to do it in a highly competitive market with seven stations. The opportunity to create history in a nascent market, build a sense of pride and belonging towards Kannada language, culture and music, build listenership through great exciting content and lead a young team to become the best is what excited me to shift from communications to media.”
With over 10 years’ experience in consumer communication understanding, Kaliyadan has been instrumental in achieving successful communication inputs that has translated into growth of brands of companies such as HLL, MRF, J&J, Britannia, Coca-Cola (South). Prior to joining Big FM, Kaliyadan was Associate Vice-president Lowe Lintas.