Our Bureau

Hyderabad, Sept. 22

The national rollout of the Rs 400-crore FM initiative of ADAG (Anil Dhirubai Ambani Group) will begin from the National Capital on Sunday. The Big 92.7 FM channel will then be launched in Hyderabad (September 25) and in Chennai (September 27). By October 15, the FM channel would have covered 9 cities (six metros and Jammu, Sringar and Aligarh).

Unveiling the FM brand here on Friday, Mr Tarun Katial, Chief Operating Officer (COO) of Adlabs Films' FM Radio Initiative, said the company would cover 45 cities by March next.

He said the company would have a footprint in 1,000 towns and 50,000 villages, covering nearly 20 crore people. "We have the capacity to touch every fifth Indian," he said.

The company has roped in South Indian film actress Asin as its brand ambassador. It also signed up local television celebrities Swapna, Jhansi and Kaushik to offer a different menu for the growing population of FM listeners in the twin cities. Initially, the channel would offer programmes for 12 hours beginning six in the morning.

"We will provide relevant information on traffic hold-ups and suggest alternative routes," he said.

The company has set up a Web-based Media Monitoring Centre (MMC) in Mumbai to monitor all the 45 stations live and provide round-the-clock technical support.

(This article was published in the Business Line print edition dated September 23, 2006)
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