Radio network BIG FM has extended its reach in the state of Maharashtra with the launch of 5 new frequencies acquired in the first batch of FM Phase-III auctions, in addition to its existing 2 stations in Mumbai and Solapur. Launched on May 22, the new stations will operate under the frequency of 95.0 in Pune; and 92.7 in Nagpur, Ahmednagar, Kolhapur and Aurangabad. BIG FM’s strong foothold across 7 key markets will translate to the network catering to a wider set of audiences, thereby enabling advertisers and stakeholders to acquire an increased visibility in the region.
The launch of new stations will witness an extensive on-ground four day long RJ Marathon in Pune and Nagpur till May 26. Aptly titled ‘Studio on Wheels’, the Marathon will see RJs going live on-ground for 95 hours and 92.7 hours in Pune and Nagpur. The live booth activity for the new station launches will be backed by the radio network highlighting the social cause of women's respect and safety; a major issue that is most prevalent in the region, and motivate listeners to stand-up for the cause. RJs will run a social campaign over the course of four days in Pune and Nagpur to promote dowry free marriage as a respect to women and ensuring their safety in making them stand stronger. The citizens will be encouraged to pledge their support for the campaign with an aim to collectively work towards addressing the issue.
Speaking about expanding its reach in the region with the new frequencies, a spokesperson from BIG FM said, “By acquiring five new frequencies in Maharashtra, we are penetrating into key markets of one of the biggest states in the country, wherein our advertisers and stakeholders will be able to draw immense value by expanding their addressable communities. While the cities we are going to kick-start operations in are bound by a common flavour, we will try and localise our offerings to cater to the unique demands of each market, both from the listener and stakeholder perspective.”
The radio network will introduce some of its national and award winning shows such as ‘Suhaana Safar with Annu Kapoor’, ‘Yaadon ka Idiot Box’ and ‘Lamhe with Mantra’, to name a few, in these cities. The new stations will also witness the simultaneous launch of BIG FM’s newest offering #Salim, a show based on the most unique aspects of music, hosted by acclaimed musician Salim Merchant.
Listeners in Pune, Aurangabad and Ahmednagar will be introduced to what is perhaps the first ever retro station in these cities. Based on thorough research and listening patterns, the stations will lure the audience in these regions by building a nostalgic element with Hindi and Marathi music from the Golden era. An eclectic and more contemporary mix of Hindi and Marathi music will match up to the strong regional elements in Nagpur and Kolhapur. BIG FM will also add to the exhilaration surrounding the new launches with ‘Radio Ki Nayi Dhun’ inter-weaved in its communication invoking a recall value in the minds of the listeners.
Each of the radio stations will establish a strong listener connect by promoting the local music promise on the lines of ‘Puneri Pasand Marathi Masala Retro Bollywood Sang’ in Pune, ‘Nagpur Ki Pasand Marathi Masala Superhit Bollywood Sang’ in Nagpur and so on for other cities.