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Big FM launches 4 new stations in the northeast
MUMBAI: Radio network Big FM has expanded its footprint in the northeast region with the launch of four new stations.
The network launched three 92.7-frequency stations, one each in Agartala, Itanagar and Aizawl, and a 98.3-frequency station in Shillong. The network acquired these frequencies at the FM Phase III auctions.
The new operations, closely following the launch of stations in Maharashtra, UP and Bihar, further increase Big FM’s strength to 61 cities and consolidates its position as the largest radio network in the country.
The newly launched stations will imbibe the brand’s ‘Suno Sunao Life Banao’ positioning, with a view to extending its legacy of curating original content and providing entertainment. As part of its launch strategy, Big FM has taken its premier property ‘Big City Pride Awards – For the City, By the City’ to each of these markets.
Big City Pride Awards has garnered positive response from listeners since its launch this year. Big FM will establish this year-long marquee property in the new stations, inviting participation from the citizens to vote for their city’s pride across different categories ranging from food, health, education and travel.
Big FM’s programming elements in the new regions will be a combination of the network’s notable show formats and insightful local content. The music format in the four northeast markets will be influenced by local tastes. The music station in Itanagar will focus on Hindi contemporary hit music while Agartala will feature Hindi and Bengali contemporary hit music. Shillong will have timeless English and Khasi songs, and Aizawl will air English and Mizo songs from the golden era.
Morning show ‘Big Chai’ in Itanagar and ‘Big Sokaler Sur’ in Agartala will enable listeners to begin their day with a positive and inspirational thought from 8 am to 10 am. During evening hours RJs will turn into perfect go-to partners for the callers to confess their feelings and share memories on ‘Big Request’ and ‘Dil Se Dil Tak’ shows capturing the essence of love and relationship.
Shillong and Aizawl will build nostalgia among the listeners through ‘Big Breakfast’ and ‘Good Morning Aizawl’ from 7 am to 10 am by sharing interesting song-led trivia. ‘Full Volume’ from 5 pm to 8 pm in Shillong will entertain listeners with information about local bands and singers.
An interesting show format ‘Candid Talks’ in Aizawl will brighten the monotonous afternoon routine from 1 pm to 4 pm, keeping listeners on their toes to guess the personality based on the hints given by the RJ.
The northeast stations will witness the entertaining #Salim show with Salim Merchant, based on trivia behind iconic songs. Hindi music stations in these cities will be introduced to the original content coupled with local offerings.
Big FM’s award-winning show ‘Suhaana Safar with Annu Kapoor’, ‘Big Radio Reel Countdown’ with Anu Mallik and ‘Lamhe With Mantra’ will engage listeners. The radio station in Agartala will appeal to Bengali audiences with ‘Matir Taaney Maatir Gaaney’, a concept providing insights into the rich folk culture of Bengal.
A Big FM spokesperson said, “The northeast region comprises a varied mix of audiences that enjoy regional, Hindi and English music. Based on this cultural diversity, we aim to cater to listeners with differential music and our national and award-winning shows. Also, now with our network across five markets, we will have the largest presence in this region. We hope to offer advertisers access to the consumers across these cities, which so far have been under-served in terms of media reach.”
Big FM’s increased presence in metros, Tier 1 and Tier 2 cities with the addition of new stations, further strengthens its position.