Reliance ADAG has aggressive plans laid out for its radio venture Big FM. With 29 stations already in place, Big FM has 16 more waiting in the wings. And it has an investment outlay of Rs 4 billion.
Banking on Abhishek Bachchan as the face of Big FM and supported by the brand philosophy of 'Suno Sunao Life Banao,' Reliance's radio venture is looking to firm up its position in existing markets by rolling out four unique properties this year-end.
In an interview with Indiantelevison.com's Nasrin Sultana, Big FM chief operating officer Tarun Katial speaks about the penetration of the FM stations into the urban and smaller markets, the potential that the sector has, and the advertising opportunities it throws open for local advertisers.
Excerpts:
Being a new entrant in established markets, has it been a tough journey for Big FM? |
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How has it been in the smaller markets which opened up for private operators in the second phase? We have even entered troubled places like Srinagar and Guwahati where no one thought of venturing. |
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Are the big advertisers willing to put money in the small town stations? |
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Is Delhi turning out to be a sticky wicket for the new players? |
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What has been the focus area for Big FM? |
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Why was there a requirement to change content in your Delhi station? |
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How is Big FM faring in regional markets like Jhansi, Bareilly, Jalandhar, Asansol and Guwahati among others? In the regional space, we have been beneficial to the common people by generating job avenues. People now need not go to cities in search of jobs in media. Physical hardware sales are also up. Nokia, Reliance and Samsung have got sales high. Even FM radio is being launched on the mobile platform. |
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Is having Abhishek Bachchan, Upendra and Asin as brand ambassadors helped you in grabbing listenership in the Hindi and southern regions? |
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How has the brand philosophy 'Suno Sunao Life Banao' worked for Big FM? |
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What do you regard as prime time for Big FM? |
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Which are the different platforms you are experimenting with to build brand awareness? |
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What do you think about TV campaigns used by FM stations to advertise? TVC is definitely a good way of promoting a brand. We are also looking to launch a TVC soon. |
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What is your argument for or against the Content Code? The ministry is talking about regulating FM broadcasters, when we are already functioning with restrictions to our content. When they are comparing Indian FM stations with the international radio industry, they have conveniently forgotten that we are the only set of broadcasters who have been working on the restricted content set up by the government. |
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What is the investment outlay for Big FM? |
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What is the de-merger status of Big FM? |
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How is Big FM planning to synergise Reliance ADAG's Big Music and Entertainment for music and home video? |
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How are your advertising spots being priced? Besides, all our stations have installed the wide orbit software. |
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With the increasing content clutter on radio especially with Bollywood music, how is Big FM placed? |
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You have recently got Raju Srivastav (stand up comedian of The Great Indian Laughter Challenge) as an RJ. In an attempt to break away from the clutter, every FM station is now adopting the fun element. How is this differentiated? |
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Do you think the future will be in niche or mass stations? |
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How are you looking to close 2007? We will soon launch a show completely based on and coinciding with the ICC World Cup Twenty20. The show will provide scrore updates, interactive contests and interview of cricket celebrities. During the time of Diwali and Dusshera, Big FM will launch a shopping contest Sabse Sasti Diwali. With the various tie-ups that we are still working on, the contest will offer shopping discounts from 9.27 per cent to 92.7 per cent. Then we have a contest titled Chipak Ke Dekho by which we will give away a car to whoever remains near the car for the longest duration of time. Finally, we have the biggest contest of its kind, Ek Saal Free Maal to bear the entire expenses of the winner for the whole year of 2008. |