MUMBAI: Reliance Media World‘s FM radio network Big 92.7 FM has entered into an advertising alliance with Radio Dhamaal and Rangila FM.
With this deal in place, Big FM offers advertisers the opportunity to cover 52 cities across India, reaching out to deeper pockets of the country.
With Radio Dhamaal‘s presence in Ahmednagar, Dhule, Jalgaon, Jabalpur, Karnal, Muzaffarpur and Rangila FM‘s presence in Raipur, Big FM will offer advertisers the key markets of Maharashtra, northern & central India
Big 92.7 FM CEO Tarun Katial says, "Radio Dhamaal and Rangila FM have a strong presence in Maharashtra and Central India. With a fair share of ad-spends flowing into these regions, this alliance helps us enhance the reach of our offering to advertisers and further consolidates our position vis-?-vis competition. Having 52 stations enables us to deliver greater value to our advertisers and strengthens our ability to help build their brands across markets."
An estimate from Adex Analysis for the July-Sep 2009 quarter indicates that the market of Maharashtra alone attracts a share of 16 per cent of all advertising spends in the country. Having a network offering which now boasts of five cities in Maharashtra, as well as having the highest number of FM stations in the central Indian market of Madhya Pradesh and Chhattisgarh will certainly enable more network sales, said the press statement.
BAG Network head network sales Sanjeev Kalia says, "We had evaluated various options and found that Big FM were most appropriate partners for sales alliance as most of our stations do not compete with each other in the cities we are present . It is a well thought strategy which allows Big FM sales team to package our non competing stations in their deals to garner better market share and at the same time both teams will handle their sales independently."
"The strategic alliance with Big 92.7 FM will usher in a very exciting phase of mutual growth. Rangila FM in Raipur will benefit from the presence of national brands facilitated by Big FM whereas advertisers will now be able cover a huge landmass in the most potential state in Eastern India through a single window," says Rangila FM MD S K Jain.
This alliance also allows for business opportunities from Big Rural, a business division that has been providing advertisers a unique platform to reach out to their audiences in rural India. With a dedicated team working on rural activation properties in tier II and III cities, conceptualizing events that can be amplified on radio, this alliance throws open newer markets for advertisers to reach out to.
