Music-driven BIG 92.7 FM, will shortly treat its audience to a different tune that might provide respite to audience but would be no music to authorities manning civic authorities in cities. Barred to propagate content on current events or affairs or even local sports by the Union ministry, the channel, a radio initiative of Adlabs Films of Anil Dhirubai Ambani Group, aspires to cash in on woes of city denizens by highlighting the state of affairs of civic amenities.
Taking a cue from the success of channel’s initiative that provided respite to people in distress during the monsoon in Mumbai, BIG FM plans similar local issues-based programs in other circles to increase its audience. The fastest-growing channel plans to launch an interactive program named ‘nine-to-seven’ that would rope in local Residential Civic Societies (RDS) and civic authorities in Chandigarh to highlight state of affair of basic amenities.
“The aim is to make FM channel a medium of social change,” Tarun Katial, CEO, Adlabs Radio told FE. “The FM channel was quite successful in reaching out to the people struck during monsoons in Mumbai by providing crucial information like suitable place for refuge and latest on traffic snarls,” he said.
He said that the initiative has been a hit among the audience in New Delhi, Mumbai and Bhopal where people, politicians and authorities use channel as a platform.
BIG FM that reaches out to audience in US through its exclusive tie up with Asian FM is now targeting to access Indian diasporas in other countries. “Deliberations are already on to launch FM services in overseas destination that have concentration of people hailing from India,” he revealed.
The company that has 37 radio stations so far plans to add eight more in the current fiscal.