ADLAB Launches FM Radio In Delhi, Hyd

New Delhi, Sep 25: Romancing with radio will get a new dimension with the Anil Ambani-owned Reliance Adlabs rolling out its nationwide FM network from the capital today, promising to make it the country's biggest such network with round-the-clock entertainment, weather forecast and traffic updates.

Over the next fortnight, 'BIG 92.7FM' will be heard across the six metros of Delhi, Mumbai, Bangalore, Kolkata, Chennai and Hyderabad, apart from the virgin territories of Jammu, Srinagar and Aligarh.

The channel, which was launched simultaneously in Hyderabad today, has signed up Bollywood heartthrob Abhishek Bachchan as its 'Brand Ambassador'. The channel is to be launched in Chennai on September 27.

Unveiling the brand at a press conference here, BIG 92.7FM COO Tarun Katial said plans were afoot to launch 45 stations by March next year that would entail an investment of Rs 400 crore.

''At BIG 92.7FM, we will be driven by desire to give new and innovative radio programming to millions of Indians. We wil not only present unique, city-specific content but also rope in personalities who will connect with the listeners and provide the glamour quotient,'' he said.

About the channels' USP, Mr Katial said the company's ''detailed research on the city's psychographics will ensure that the radio station sounds refreshing and different, with a major focus on utilities and entertainment''.

Aimed at touching the lives of 200 million listeners -- that is every fifth in the country; every third Indian in the cities and every eighth Indian in the villages -- the radio station is set to redraw the broadcast map of the country, he said.

In his message on the occasion, Mr. Bachchan, the brand ambassador, said, ''Radio has risen phoenix-like after being overshadowed by the visual medium. With the launch of BIG 92.7 FM, this romance with the radio is set to intensify and continue.

''My association with the channel gives me the chance not only to be part of this amazing story, but also to connect directly with the Indian audiences.'' About the contents, Mr Katial said special efforts had been made to customise the channels' programming to the preferences of each of the cities that it would cater.

All shows aired on the station will be tailored to impart local flavour and city-connect by way of relevant and interesting information, updates and even trivia. ''Music, of course, will be in the centrality of the programming,'' he said.

To ensure an immediate connectivity with the listeners, BIG 92.7 FM has signed on celebrity RJs (radio jockeys) like Mona Singh aka Jassi and Gaurav Gera aka Nandu of the ''Jassi Jaisi Koi Nahin' fame, who will host the flagship breakfast show.

The station has also roped in ace comedian Sunil pal of The Great Indian Laughter Challenge, and Shweta Tiwari from 'Kasauti Zindagi Ki'.

''Our targeted listeners are those in 20-44 age group. It is not for tiny boppers. More than that, it will be interactive with listeners playing a crucial role in the programme texture and fabric,'' said Mr Katial.

UNI