ADAG's FM radio coming to J&K in 2 weeks

The Anil Dhirubai Ambani Group-controlled Adlabs Films Ltd is bringing its FM radio service, BIG 92.7 FM, to Jammu and Kashmir within a fortnight. The company's FM network is poised to be the biggest in the region.

Adlabs has already begun its nation-wide rollout of BIG 92.7 FM from Hyderabad, Delhi ,Chennai and Bangalore. Soon after its launch in Mumbai and Kolkata, BIG 92.7 FM will be heard across Jammu, Srinagar and several other major towns of Jammu and Kashmir and Aligarh. BIG 92.7 FM will be the first private FM station to set up base in Jammu and Srinagar.

Tarun Katial, COO, BIG 92.7 FM, said, "We are adopting a two-pronged launch strategy. While the metros are ideal for establishing brand recognition and recall, the virgin markets give us an opportunity to enthrall the local audiences and build a brand that connects at the grassroots.''

Responding to a question, Katial said, "Credibility, maturity, relevance, entertainment and aspiration are our pegs for content that is of relevance to every listener. We offer a fresh new approach to the medium, keeping in mind local sensibilities. By early next year, we will be present across India from Srinagar to Trivandrum and from Surat to Guwahati. The company will cover 1,000 towns and 50,000 villages across India "" reaching 200 million Indians," Katial added.

According to J S Bahri, company head for J&K, a recent NRS report said radio had the highest and fastest growth prospects in the country today. He said the revised licence fee structure "" from a flat fee model to a revenue sharing one announced in 2005 "" had been an advantage for the radio industry.

The company is all geared up to tap the FM radio market. ADAG, known for its ground-breaking success in every business that it enters, will be positioning its stations in a unique and contemporary way that appeal to more mature audiences.

Bahri further said Adlabs Films Ltd was going to invest nearly Rs 400 crore on operations in this part of the region and the investment might go up in the near future.

He said the FM radio was initially coming up with an entertainment, music and information network in Jammu, Katra, Srinagar, Kathua, Udhampur, Northern Army headquarters and all along the National Highway.

It would cover other major towns of the state within a few weeks. He however, maintained that the company had no plans to cover Ladakh.