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Big FM forays into Singapore with MediaCorp Radio; eyes UK and Middle East markets

25-June-2008
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Big FM forays into Singapore with MediaCorp Radio; eyes UK and Middle East markets

Big FM has joined hands with Singapore’s MediaCorp Radio for a new FM station, christened Big Bollywood 96.3 FM, which will broadcast ‘live’ Bollywood entertainment daily. The new FM station, which is slated to launch on July 1, is targeted at Asians who seek Bollywood entertainment.

Big Bollywood will play exclusive Big FM content from 5 pm to 8 pm. The programming mix has been put together after research, and would largely cover Bollywood gossip and trivia, interviews with Bollywood celebrities, humour capsules from comedians like Shekhar Suman, Raju Shrivastav and Sunil Pal, besides news from India – covering general news, financial news as well as sports news.

Tarun Katial, Chief Operating Officer, Big FM, said, “This partnership only strengthens Big FM’s endeavour to reach out to audiences the world over who are seeking Bollywood entertainment on radio. We are extremely excited to join hands with Singapore’s most premier and popular radio network, MediaCorp.”

He added, “Our effort is to entertain the Indian Diaspora, giving them the flavour of radio back home. We also believe, with the increasing popularity of Bollywood movies across Asia and the world, there is an international audience who will also be interested in consuming our content.”

Philip Koh, Managing Director of MediaCorp Radio, said, “With the addition of Hindi programming, we will further reinforce the station’s position as a station for the expatriate community. The Hindi expatriate community is possibly the fastest growing one in Singapore’s quest to attract foreign talent to our shores.”

When asked why Singapore, Katial said, “Singapore has a large Indian Diaspora comprising 8 per cent of the population and had a huge need gap for Bollywood entertainment. We were quick enough to grab the opportunity to fill this need gap. The close proximity, the great consumer base, etc., made it the ideal fertile ground to begin an international foray.”

On his expectations from the deal, he said, “This deal will help open the window to the international market and to advertisers within the country, for instance, educational institutions, tourism, etc., who wish to advertise overseas.”

Speaking on Big FM’s future plans in the international spree, Katial said, “We are looking at the international market. However, it will be too premature to discuss anything now, the focus for today being Singapore. But we are looking at the UK and the Middle East very closely.”

On what made Big FM strike the deal with MediaCorp, Katial said, “The deal fell in place very easily since it met business requirements of both partners. MediaCorp is one of the largest and most premier and popular media houses, which offers television, radio, newspaper, magazine publishing and online offerings too. Given their expertise, it made for great business sense to come together.”

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