After the BPO boom and Bollywood onslaught, it's now the turn of the FM radio stations to turn their attention on Kashmir.
SRINAGAR: After the BPO boom and Bollywood onslaught, it's now the turn of the FM radio stations to turn their attention on entertainment-starved Kashmir.
The first private FM station, BIG 92.7, will go on air officially on December 18 in Srinagar. Launched by Adlabds Films Ltd, the channel promises to cater to the local tastes as well as masala music in the days to come. “We have been receiving very encouraging responses from all over the country and are confident of the same from Srinagar. We are especially excited since we are the first radio station to enter the valley,” said Praveen Malhotra, regional head-north, BIG 92.7 FM, in a statement.
The spokesman said a strong infrastructural support has been put into place to ensure the information is not only relevant but also highly credible. “Additionally, the Radio Jockeys on BIG 92.7 FM will have a strong appeal and recall among listeners and trigger high aspiration amongst them,” he said. According to industry sources nearly four local radio jockeys have been recruited in the capital city. It is in addition to two technicians and some sales persons.
BIG 92.7 FM has signed Abhishek Bachchan as its Brand Ambassador to ensure the “highest aspiration appeal and connect, with its listeners”. “The programming mix of the Station has been put together after much research and understanding of our listeners requirements. It is our aim to create content that is relevant, credible and has an aspiration value to the listeners. We are completely geared and are excited to entertain the people of Srinagar,” said Malhotra.
About the company plans, the spokesman said they want to take FM radio as a medium of entertainment not only to the key metros, but also to virgin markets that have never before experienced this medium of entertainment.
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