BIG FM, India’s No.1 and largest radio network has expanded its footprint in the North-East region, with the launch of four new stations. The frequencies acquired by the network during the FM Phase-III auctions were 92.7 in Agartala, Itanagar, Aizawl and 98.3 in Shillong. The new operations, closely following the launch of frequencies in Maharashtra, UP & Bihar, increases 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 extend its legacy of curating original content and providing entertainment. As a part of its launch strategy, BIG FM has taken its premier property ‘BIG City Pride Awards – For the City, By the City’ in each of these markets.
BIG City Pride Awards, since its launch earlier this year across 45 cities, has garnered positive response from the listeners in large numbers. 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 among others. With consumer engagement at its core, the radio station will provide local listeners an opportunity to honour the best parts of their city.
BIG FM’s programming elements in the new regions will be a combination of the network’s notable show formats and insightful local content. Influenced by local tastes, the music format in the four markets includes –
- Hindi contemporary hit music in Itanagar
- Hindi and Bengali contemporary hit music in Agartala
- Timeless English and Khasi songs in Shillong
- English and Mizo songs from the golden era in Aizawl
Morning show ‘BIG Chai’ in Itanagar and ‘BIG Sokaler Sur’ in Agartala enables listeners to begin their day with a positive and inspirational thought from 8am -10am. During Evening hours RJ’s on these stations 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 builds nostalgia among the listeners through ‘BIG Breakfast’ and ‘Good Morning Aizawl’ from 7am -10am by sharing interesting song led trivia. ‘Full Volume’ from 5pm-8pm in Shillong entertains listeners with information about local band and singers, making the evening drive relaxing. An interesting show format ‘Candid Talks’ in Aizawl enlivens the monotonous afternoon routine from 1pm-4pm, keeping listeners on their toes to guess the personality based on the hints given by the RJ.
North East radio stations will witness the entertaining #Salim show with Salim Merchant based on trivia behind iconic song. Hindi music stations in these cities will be introduced to the original content coupled with local offerings that deliver an enjoyable experience to the listeners. BIG FM’s award winning show ‘Suhaana Safar with Annu Kapoor’, most loved ‘BIG Radio Reel Countdown’ with Anu Mallik, and most heard ‘Lamhe With Mantra’ will engage its listeners with its riveting music format. The radio station in Agartala appeals to the Bengali inclined audiences with ‘Matir Taaney Maatir Gaaney’, a concept providing insights into the rich folk culture of Bengal.
Speaking on the expansion, BIG FM spokesperson said, “The north-east 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 5 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 as the most preferred platform to associate with while providing access to a diverse set of audience through its culturally rich formats.