Chennaiites get their fourth FM station with BIG 92.7 FM, a part of Adlabs Film Limited, hitting the city's airwaves today.
To connect with listeners, it has signed on the vivacious and talented actor Asin as the brand ambassador for Tamil Nadu, the first such move by any FM station in the country.
Having bagged licenses to roll out in 45 centres across India, the radio station, already launched in Delhi and Hyderabad, is next headed to Bangalore, Mumbai and Kolkata, besides the "virgin" territories of Jammu, Srinagar and Aligarh over the next month.
Announcing the launch at a press conference here, company Chief Operating Officer Tarun Katial said BIG 92.7 FM had aimed to touch 200 million listeners, that is every fifth Indian across the country, every third urban Indian and every eighth Indian in rural areas.
With an investment of Rs 400 crore dedicated to transmission equipment, infrastructure and licensing, the proposed network would be the largest ever, he added.
Company Regional Head-South Lakshmi Sharath said the programmes of BIG 92.7 FM were based on extensive research and in-depth analysis of the preferences of the people of Chennai.
The shows on the radio station would not only offer local flavour and city-connect through relevant content and interesting information and updates, but would also play music which appealed to the local tastes, she added.
The station had roped in popular TV personalities Uma Riyaz Khan and Chetan, besides famous radio jockeys like Balaji and Dheena.
Some of the interesting programmes that are in store include 'Alaipayuthe' - a special time for women to rekindle the romance in their lives and 'Ragasiyamai- where in one can share a secret which he/she wanted to get off his/her chest.
