Big FM set to hit airwaves in Goa

Big FM, the Anil-Dhirubhai Ambani Group (A-DAG) controlled AdLabs Radio, is all set to hit the airwaves in the tourist centric Goa by April-end.

"Goa is a very unique place. It offers good challenge as there is a local market coupled with the huge influx of tourists," says Tarun Katial, Big FM's Chief Operating Officer (COO).

According to him, the Goan businessmen would be able reach to his or her client through us even before his or her client lands up in Goa. "We have done extensive research of various markets through Indica and the Indian Market Research Bureau," he informed.

Big FM had been planning to launch its FM radio services in Goa since January this year, but it has repeatedly been delayed for the last four months.

Goa is still a virgin market and the radio station will be cashing-in on restaurants, beauty parlours, retail shops and coffee shops to ensure sampling. "Sampling opportunities are immense in these areas, as the medium is consumed at all times, whether travelling or shopping. That's why we are investing in radio playouts at various locations," Katial said.

He also disclosed that Big FM has plans to tie-up with all the Big Bazaar outlets across the country, so that only Big FM will be played in all the stores of the chain.

"As of now, Big Bazaar outlets in Mumbai, Delhi, Bangalore and Kolkata have been tied up. This will be extended to other cities," Katial added.

Adlabs, which has earmarked around Rs 400 crore for its FM radio initiative, presently runs 13 FM stations across the country. It plans to take this number to 18 by this month-end.

"By the end of June 2007, all the 45 stations will be up and running, including those in Mysore, Mangalore, Puducherry and Thiruvananthapuram, making Big FM the largest FM radio company in the country," Katial said.

According to him, leveraging the extensive expertise of its sales team - Big Connect, Adlabs had forged a sales alliance with the Century Communications, which emerged as a major player by bagging licences for eight cities - Mangalore, Gulbarga, Rajahmundry, Trichy, Kannur, Tuticorin, Tirunelveli and Warangal.

Meanwhile, Radio Mirchi is also gearing up to launch its frequency in Goa during the same period.