New Delhi, Sept 25: Adlabs Films Ltd, which on Monday
launched its first FM radio station - big 92.7 FM - from the
national capital, will invest Rs 400 crore to set up its
network spanning 45 cities in the country by April 2007.
The Anil Dhirubhai Ambani Group-controlled Adlabs` radio
venture big 92.7 FM would be heard across the metros of Delhi,
Mumbai, Chennai and Kolkata, besides Bangalore and Hyderabad
over the next fortnight.
It aims to target listeners in the age group of 20-45
years with adult contemporary content and music and has signed
up Bollywood actor Abhishek Bachchan as its brand ambassador.
"With 54 stations across India, along with associates,
big 92.7 FM is poised to become one of the country`s biggest
FM," big 92.7 FM chief operating officer Tarun Katiyal told
reporters here.
"An investment of Rs 400 crore would go into big 92.7 FM
after we start all 45 stations by April next year," he said.
The investment would be made on transmission equipments,
infrastructure and licensing, he added.
When asked about competition from other FM radio station,
Katial said: "We are choosing to be an adult contemporary
radio rather than contemporary hit radio. We will play
favourite music for the audience and not just the latest."
Big 92.7 FM aims to reach 200 million listeners with its
pan-India presence, spanning 45 cities, 1,000 towns and 50,000
villages.
The station has signed television stars like Mona Singh,
known to the masses as `Jassi` for her role in a serial, to
host its key shows.
"TV stars have been roped in as they can connect with
audiences easily and will add to the aspirational appeal of
the station," Katial said.
Apart from entertainment, big 92.7 FM would also provide
traffic and weather updates.
"We are going to give utilities like traffic updates. Our
men will be positioned at 40 points in the Delhi-NCR region to
give regular updates," he said, adding that through
geographical information system, listeners would be guided to
take different routes in case of traffic jams.
The station would also be launched in Hyderabad today and
in Chennai on September 27.
Bureau Report
