By ANURADHA RAMAMIRTHAM
Indiantelevision.com Team

(2 June 2009 5:50 pm)

MUMBAI: Reliance ADAG's Big 92.7 FM has been roped in as the official radio partner for the 10th Idea International Indian Film Academy (Iifa). The three-day event will commence from 11 June in Macau, China.

This is for the second consecutive year that the radio station has been appointed as the official partner for the awards.

Says Big 92.7 FM station director Mumbai Neeraja Dhillion, "The tieup is more of a content strategy. We will be investing approximately the same amount that we had invested last year. This is because the cost of covering an event on radio is not as huge as covering it on television."

"As official radio partners, we will promote the event across 35 radio stations pan India. However, the major focus will remain upon the Hindi speaking market," Dhillion adds.

Under the partnership, a team of Big FM RJs will fly to Macau to cover the event. "The best thing about Iifa is that it's held each year at a different destination. We will also get the locals talk about their interest in Bollywood," avers Dhillion.

When asked how Big FM would be covering the event, Dhillion explains, "We will give live updates on the event if there are any live shows going on air during that time slot. However, if it's not viable because of the time difference, we would cover the awards the next morning."

The radio station, however, will not create any dedicated slot for the Iifa awards. "The event will be integrated with our daily shows," says Dhillion.

Additionally, Big 92.7 FM will also roll out a contest based on the movies and music that have been nominated at the Iifa. "Six winners across Mumbai, Delhi and Kolkata will get a chance to fly to Macau and be part of the extravaganza," adds Dhillion.

As part of the tie-up, the radio station will also be responsible to promote the Iifa awards' telecast on television, which will take place a week after the Iifa awards ceremony.

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Big 92.7 FM sign 3-year-partnership deal with FDCI