Television

Big 92.7 FM to launch in Mumbai on 14 November; to target mini-metros in next pahse

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MUMBAI: Finally, Big 92.7 FM is making its official debut in Mumbai on 14 November.

With the launch of Big 92.7 FM Mumbai station, Adlabs Radio completes its first phase of launching stations across six metros; in the order of Delhi, Hyderabad, Chennai, Bangalore and Kolkata.

The second phase would involve pitching into the virgin territories like Srinagar, Jammu and Aligarh (Uttar Pradesh) and other mini-metros.
Meanwhile, the radio company has also entered into a partnership with Century Communications. Interestingly, the yet to launch radio stations from the stable of Century Communications will broadcast on 92.7 FM, the same frequency as the Big FM.

When queried about forming any further alliance with other small players Big 92.7 FM COO Tarun Katial refused to divulge anything at the moment, but admitted that they are in talks and soon shall be locking in deals.

Under the agreement with Century Communications, the partnership has been chalked out for content syndication and ad sales. This gives them the leverage of a network of 45 stations (owned by Adlabs Radio) and 9 stations (Century Communications).

To ensure high aspiration and connect with the listeners, Big 92.7 FM has roped in television stars as their radio jocks including Shwetha Tiwari (Prerna of Kasautii Zindagi Ki), Pallavi Joshi (host of Antakshari), Vrajesh Hirjee and Abhijit Sawant (Indian Idol fame).

Positioning it as the young adult contemporary station, the programming mix the station intends to offer from 5 am Seher, which will continue till 7 am. Hosted by Shweta Tiwari, the show is all about bhajans, sufi and other alternative soothing and instruments sounds. The breakfast show The Big Chai will be hosted by Vrajesh Hirjee and Pallavi Joshi, wherein the show will offer amusing circumstances and some bizarre stories with listeners voting in a solution for each situation. The station also has created Baburao who is the utility man providing updeats on the latest happenings of the city on The Big Chai.

The station has created a show Anirudh LLB (Love Ladkiyan Bollywood), which is more to do with espousal arousal created for the housewives and girlfriends, besides providing insights on the Bollywood side of life. In a unique manner, the station has created Murder at 9 pm, which is a thriller series about an unconventional police officer, who is passionate about solving crimes in the city. The Indian Idol fame Abhijit Sawant will play all the big numbers of the week on weekends through The Big 30 Countdown.

To Katial, "It is our aim to create content that is relevant, credible and has an aspirational value to the listeners."

To create a buzz on Big 92.7 FM especially where there are so many brands competing for the same share of mind and ears, it is essentials for the brands have to touch lives, build bonds and thereby build equity. "Our strategy is to give visibility to the brand and get a sample feedback during our launch period," says Big 92.7 FM interactivity activation and PR head Vidyuth Bhandari.

Speaking in short on the series of on-ground activation, Bhandari says that the radio channel will run a CSR campaign which is fight against terrorism on the launch day. It will also create a big buzz in the inroads of Mumbai through Big Barrat activity is a gesture to welcome the brand.

The station will generate a noise at all possible malls. The company is said to have tied up with manufactures for co-branded radio sets. They have also tied-up with around 250 odd chai stalls (Tea stalls), wherein they will be provided with radio stets and play Big FM.

The brand will unleash its 360 degree campaign on the launch date, reinforcing its positioning as adult contemporary station. With an investment of Rs 4 billion dedicated to transmission equipment, infrastructure and licensing, the proposed network for Big 92.7 FM is set to make a 'big' splash in the expanding radio industry in India. The marketing budget has been pegged at Rs 450 million of which around Rs 50 million has bee marked for Mumbai.

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