Adlabs launches BIG 92.7 FM, to invest 400 cr

Adlabs Films Ltd, which on Monday launched its first FM radio station - BIG 92.7 FM - from New Delhi will invest Rs 400 crore (Rs 4 billion) to set up its network spanning 45 cities in the country by April 2007.

The Anil Dhirubhai Ambani group-controlled Adlabs' radio venture BIG 92.7 FM would be heard across the metros of Delhi, Mumbai, Chennai and Kolkata, besides Bangalore and Hyderabad over the next fortnight.

It aims to target listeners in the age group of 20-45 years with adult contemporary content and music and has signed up Bollywood actor Abhishek Bachchan as its brand ambassador.

"With 54 stations across India, along with associates, BIG 92.7 FM is poised to become one of the country's biggest FM," Tarun Katiyal, chief operating officer, BIG 92.7 FM.

"An investment of Rs 400 crore would go into BIG 92.7 FM after we start all 45 stations by April next year," he said. The investment would be made on transmission equipments, infrastructure and licensing, he added.

When asked about competition from other FM radio station, Katial said, "We are choosing to be an adult contemporary radio rather than contemporary hit radio. We will play favourite music for the audience and not just the latest."

BIG 92.7 FM aims to reach 200 million listeners with its pan-India presence, spanning 45 cities, 1,000 towns and 50,000 villages.