BIG FM expands its reach in North-East with launch of four new stations
Shillong, Agartala, Itanagar and Aizawl will get in touch with their local music on a mainstream channel besides popular Hindi and English shows
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BIG FM has expanded its footprint in the North-East region with the launch of four new stations. The frequencies acquired by the network during the FM Phase-III auctions were 92.7 in Agartala, Itanagar, Aizawl and 98.3 in Shillong. The new operations, closely following the launch of frequencies in Maharashtra, UP & Bihar, increases BIG FM’s strength to 61 cities and consolidates its position as one of the largest radio networks in the country. The newly launched stations will imbibe the brand's 'Suno Sunao Life Banao' positioning, with a view to extend its legacy of curating original content and providing entertainment. As a part of its launch strategy, BIG FM has taken its premier property ‘BIG City Pride Awards – For the City, By the City’ in each of these markets.
BIG City Pride Awards, since its launch earlier this year across 45 cities, has garnered positive response from the listeners in large numbers. BIG FM will establish this year-long marquee property in the new stations, inviting participation from the citizens to vote for their city's pride across different categories ranging from food, health, education and travel among others. With consumer engagement at its core, the radio station will provide local listeners an opportunity to honour the best parts of their city.
BIG FM’s programming elements in the new regions will be a combination of the network's notable show formats and insightful local content.
Influenced by local tastes, the music format in the four markets includes:
• Hindi contemporary hit music in Itanagar
• Hindi and Bengali contemporary hit music in Agartala
• Timeless English and Khasi songs in Shillong
• English and Mizo songs from the golden era in Aizawl
Morning show 'BIG Chai' in Itanagar and 'BIG Sokaler Sur' in Agartala will be aired from 8 a.m to 10 a.m. During Evening hours will be reserved for listener engagement with ‘BIG Request’ and ‘Dil Se Dil Tak’ shows capturing the essence of love and relationships. Shillong and Aizawl listeners will get to hear ‘BIG Breakfast’ and ‘Good Morning Aizawl’ from 7 a.m. to 10 a.m. that will share song led trivia. ‘Full Volume’ from 5 p.m. to 8 p.m in Shillong will entertain listeners with information about local band and singers. A show format 'Candid Talks' in Aizawl from 1 p.m.to 4 p.m. will ask listeners to guess the personality based on the hints given by the RJ.
North East radio stations will witness the #Salim show with Salim Merchant based on trivia behind iconic songs. Hindi music stations in these cities will be introduced with the original content coupled with local offerings. BIG FM’s award-winning show ‘Suhaana Safar with Annu Kapoor,’ ‘BIG Radio Reel Countdown’ with Anu Mallik and ‘Lamhe With Mantra’ will engage its listeners with its riveting music format. The radio station in Agartala will appeal to the Bengali speaking audiences with ‘Matir Taaney Maatir Gaaney,’ a concept providing insights into the rich folk culture of Bengal.
Speaking on the expansion, a BIG FM spokesperson said, “The north-east region comprises a varied mix of audiences that enjoy regional, Hindi and English music. Based on this cultural diversity, we aim to cater to listeners with different music and our national and award winning shows. Also, now with our network across five markets, we will have the largest presence in this region. We hope to offer advertisers access to the consumers across these cities, which so far have been under-served in terms of media reach.”
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