In a bid to differentiate itself in a cluttered FM market like Chennai, Big FM has repositioned itself as a channel celebrating Tamilian’s pride. Besides integrating the new concept into all its offering, the FM channel would be celebrating ‘Tamilian's pride’ everyday, in every possible way.
The station had embarked on this new initiative following much research and understanding of the requirements of the people of Chennai, claimed P B Ramaswamy, Station Director, Big FM, Chennai.
In the next 30 days, the channel would rope in celebrities whose traits, achievements and contributions to the society would be discussed by fellow colleagues, family, friends and fans in general. Interactivity will see a further surge with listeners’ opinions being given further importance. Celebrities, who would be featured on Big FM, would be from across various spheres such as films, politics, sports, etc.
The new format commenced on January 15, 2008 with Tamil Nadu Chief Minister M Karunanidhi featured as the first celebrity to be felicitated on the station. He will be followed by well-known personalities, including percussionist Sivamani, industrialist Vasanth Kumar, and music composer A R Rehman.
Ramaswamy said, “It is our endeavour to offer listeners wholesome entertainment mix, and what better way than to celebrate ‘Tamilian’s pride’ every single day. Tamil is a unifying factor for Chennaites because Chennai is essentially a city of Diaspora of Tamilians from various parts of the state and the creative expression of the same is Tamilian’s pride, which we at Big FM are celebrating.”
“The celebration is through icons who have achieved legendary status. We are looking at unique attributes of these icons and incorporating it in the on air content. This promises content with a ‘wow’ factor,” he added.