BIG FM network eyeing tie-ups in tier 2 and 3 cities

Anil Ambani-owned BIG 92.7 FM, India's number one FM station, plans to seal alliances with radio networks in the northeast and is eyeing the south as well in a bid to expand its footprint.

"BIG 92.7 FM has plans for more alliances after the ones it has struck with Radio Dhamaal and Rangila FM. It is in talks with some players," a source close to the development told PTI here.

BIG 92.7 FM is in talks with networks, especially for expanding into the north-east, the source said, without divulging further details.

A part of the Reliance Media World stable, BIG 92.7 FM might also look at acquisitions after the completion of five years of existence when regulation allows tradeability of licences, the source said, adding "however, it is still early days to talk about this."

When asked whether BIG 92.7 FM was mulling alliances in the north-east and also if more alliances were in the offing going forward, Big 92.7 FM's CEO, Tarun Katial, said it is premature to talk about the issue now.

Presently, BIG 92.7 FM is India's biggest FM radio network with 45 of its own stations and seven added through strategic alliances sealed early this week with Radio Dhamaal and Rangila FM.

"We have broadened our reach to 52 cities, offering our advertisers the opportunity to reach these markets. We are now the single largest network in central and northern India," Katial told PTI here. The alliance with Radio Dhamaal gives BIG 92.7 FM an entry into Ahmednagar, Dhule, Jalgaon, Jabalpur, Karnal and Muzaffarpur while the one with Rangila FM, into Raipur.

"A large network gives comfort to corporate clients. It is a good add-on for us and will help boost our bottomline," Katial said.
   
Highlighting the advantages alliances bring to stakeholders, Katial said, "While BIG 92.7 broadens its reach becoming a one-stop shop for advertisers, partners get advertising revenue without having sales offices pan-India. It is cost-effective for the partner as he gets extra revenue at no extra cost." The advertisers will also get to address Tier II and III towns now, Katial said.

"We expect a positive impact both on our top-and-bottomlines. It is, however, too early to share any numbers," the BIG 92.7 FM chief said.