| MUMBAI:
The global downturn has upset Big FM's plans to spread its footprint overseas.
The deal between
Reliance Media World, the company which runs its radio business under the Big
FM brand, and Singapore-based MediaCorp Network has gone kaput much before it
could run its full five-year course.
Big
FM had set foot in Singapore on 1 July 2008 to produce and broadcast Bollywood
content for three hours (5 pm - 8 pm) through MediaCorp's International Channel
FM 96.3. The slot, which had a programming mix that included an interview with
a Bollywood celebrity every day, humour capsules and news from India, was branded
as Big Bollywood 96.3 FM and it targeted the expatriate communities in Singapore.
According to
sources, Big FM stopped syndicating content to MediaCorp from 27 November. The
Reliance ADAG-owned radio company had provided MediaCorp with 1545 hours of content
and it was to fuel Big FM's expansion to markets like the Middle East, US and
UK. "The
deal with MediaCorp was extremely important, given it was our first international
venture. There have been some very key learning's from our association, which
have given us a clear understanding of the business environment and market potential
of Singapore, the entertainment requirements of the expat community, elements
of programming and much more," says Big 92.7 FM CTO and business head (East
and South) Soumen Ghosh Choudhury. The
downturn affected Big FM's business deal with MediaCorp. "An advertising
slump did not make the business model viable for Big FM. The costs did not justify
the revenue," says a source. Even
though the ties have snapped, Big FM is retaining its ad sales and marketing infrastructure
that it has put in place in Singapore. "We
have an extremely able team in Singapore which will remain. There are several
business options in the media sales space which the team will continue to pursue.
There are several Singapore-based Clients who wish to use the Big FM network in
India along with the other business verticals. Similarly there are clients in
India, who wish to advertise in the foreign markets and we could help plan and
execute for them," avers Choudhury.
Meanwhile,
MediaCorp has partnered with Deshee FM, which is run by Singapore residents, to
launch a new channel Masti 96.3 FM on 28 November. Similar to Big Bollywood 96.3
FM, Masti 96.3 will air Hindi programmes in the same time slot of 5-8 pm. Programmes
will include sports, business and Bollywood music. So
will Big FM exit Singapore? "The global downturn has affected business plans
of companies across the globe. The situation at the international marketplace
has to be looked at from the new opportunities emerging which calls for robust
business models. We are studying the opportunities and will return with much more
to offer to the lovers of Bollywood music in Singapore," says Choudhury.
What about
tapping the US, UK and Middle East markets? "We have been evaluating several
options and will enter when we see the appropriate business opportunity. We want
to reach out, not just to the fast growing Indian expat community, but to all
Asians who love Bollywood and seek Bollywood entertainment across the globe,"
says Choudhury. | 
