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Mr Tarun Katial

R. Ravikumar

Chennai, Oct. 22 Exploring other non-traditional revenue streams to add to its topline, Adlabs’ Big FM recently launched – Big Event – a separate division for event management on the B2B platform.

According to Mr Tarun Katial, COO, Big FM, the division has so far signed on clients such as Zee International, Star TV, Reliance Capital, HUL, Ernst & Young and Rolls-Royce.

Last year, it launched Big Reach to produce content for other radio stations elsewhere in the world and to organise ground events on the B2C platform for Big FM clients. It also signed a pact with the US-based Asian FM to produce and supply non-music content in Hindi and English. Asian FM in the US caters to the Indian diaspora there.

“The idea behind these initiatives is to offer an integrated marketing solution to our clients and thereby add to our topline,” said Mr Katial.

Big FM has 44 stations across cities and is yet to roll out one station in Himachal Pradesh. Currently, it claims to have 2.5 crore listeners across the country. Radio, as an industry, has garnered close to 5 per cent share of the total ad industry, which is pegged at over Rs 16,000 crore. “We, in terms of secondages, have 35 per cent share of that,” says Mr Katial.

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