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Big FM refreshes positioning in Hyderabad, aims to curate bilingual content for multi-culture driven market

MUMBAI: 92.7 Big FM has refreshed the positioning of its station in Hyderabad with a strategy to curate bilingual content for a multi-culture driven market.

With the tagline ‘Appudu Hit Ellappudu Hit’, which translates to ‘Hit Thhe Hit Rahenge’, Big FM Hyderabad will bring the best of both Tollywood and Bollywood music from the 80s to early 2000 on one single frequency. The renewed position aims to reflect strong localised content backed by intensive research.

The station has lined-up new shows catering to its renewed positioning. Catering to early morning risers who like to begin their day with peace and tranquility, the show ‘Subharambam’ will rejuvenate the spirits of these listeners from 5 am to 7 am.

RJ Shehkar Basha, a recipient of 17 India Radio Forum awards, will bring out the true vibe of the city with ‘Salaam Telangana’ from 7 am to 11 am.

‘Retro Talkies’ with RJ Swapna from 11 am-2 pm will set a mood for the rest of the day with the choicest range of versatile Telugu music.

Hyderabad’s popular RJ duo, RJs Krish and Grace, will connect with listeners from 2 pm-5 pm through ‘Big Pop Corn’. As part of its repositioning, the radio station will offer an original satirical series called ‘Billa Ranga’.

The series, which ran as an interstitial for five years and won the hearts of Hyderabadis, will now be expanded into a full-fledged series to enthrall listeners between 5 pm – 7 pm. Owing to its previous successful format, the characters have already built a fan base since every local listener relates with Billa and Ranga. The series will revolve around everyday conversations between two fictional characters, based on latest happenings in the city.

A national award-winning show such as ‘Suhaana Safar with Annu Kapoor’, celebrity RJ show ‘#Salim’ with Salim Merchant, and its most heard ‘Lamhe with Mantra’ will ensure that the radio station carries forward its legacy of providing differentiated content with unique story-telling formats. With this content, Big FM is aiming to resonate with the tastes of eclectic listeners in the market drawn towards both Hindi and Telugu music.

A spokesperson from Big FM said, “Our strategy is to strengthen our position as the most heard radio station in a multi-faceted dominant market like Hyderabad by ensuring a good mix of Hindi and Telugu music on a single frequency. This, along with localised shows and innovative formats will work as a major differentiator for the network. This transformation into a bilingual format will consolidate our diverse listener base in the city in a way that will bring immense value and benefit to our advertisers and stakeholders.”