R-ADAG to launch 'BIG 92.7 FM' in 45 cities

MUMBAI: The Reliance Anil Dhirubhai Ambani Group (R-ADAG) will soon be launching its radio station 'BIG FM', with a common frequency of 92.7 across 45 stations.

The first phase will cover the six metros of Delhi, Hyderabad, Bangalore, Mumbai, Kolkata and Chennai. Later, it will enter new territories such as Jammu, Srinagar, Aligarh and Bikaner.

Tarun Katial, the Chief Operating Officer (COO), ADLABS Radio, said that the company will adopt a two-pronged launch strategy.

"While the metros are ideal to establish brand recognition and recall, the other virgin markets are completely new and fresh to explore, giving us an opportunity to provide an entertainment medium to the listeners," he said.

He said that there would be a high amount of interactivity on the station and "we will use it as a platform for consumers, taking on issues which are word of mouth and bring listener emotions to the fore."

By early next year, the company said it will be present in 1,000 towns and 50,000 villages across India and reaching 200 million Indians.

With an investment of Rs 400-crore dedicated to transmission equipment, infrastructure and licensing, the proposed network for ADLABS Radio will the largest ever, the company claimed, with the overall manpower strength at 1,500 employees.

Besides, the IP protocol technology being utilised for BIG FM has been sourced from AXIA, USA, making this station the first to utilise such superior gear in Asia.