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Big FM launches out-of-home division, Big Street

By , agencyfaqs!, New Delhi | In OOH News | September 18, 2007
Big Street is contemplating a unique combination of integrated offerings with its OOH services as a differentiating factor

The & #BANNER1 & # radio venture of the Anil Dhirubhai Ambani Group (ADAG), Big 92.7 FM, has forayed into the out-of-home business with its newly launched business division, Big Street. It plans to tap revenues through the acquisition and marketing of out-of-home inventory across 12 cities in the first phase, including Mumbai, Delhi, Kolkata, Bangalore, Chennai, Hyderabad, Ahmedabad, Vadodara and Pune.

As part of their portfolio offerings to clients, Big Street will offer a wide range of advertising options on billboards and street furniture, and even in multiplexes and malls. Jayyant Bhokare, vice-president, business development, will head the initiative. "It would be wrong to say that products of high quality aren't available in the Indian market - we are looking at acquiring a large inventory in different categories and making it available to clients," he says.

Jayyant Bhokare
Out-of-home has become big business now, and with a lot of organised players already in the market, Big Street is contemplating a unique combination of integrated offerings with its OOH services as a differentiating factor. It is looking forward to a direct sales approach, sophisticated technology and the effective use of IT in its offerings.

The company has acquired the advertising rights for displays at Delhi Metro stations and these will soon be available to advertisers. The company is all set to work with local governments and city municipalities as well for the provision of better street furniture. "After all, street furniture is extremely essential for the character and outline of a city," says Bhokare.

Tarun Katial, COO, Big 92.7 FM, says, "In the international market, radio and outdoor offer efficient advertising solutions - this move by our organisation will bring more professionalism and transparency in the category. We are looking towards providing our clients a 360 degree approach, and this is a step ahead in that direction."

Out-of-home is one of the oldest industries and, according to various estimates by large organised players in this field, the market stands at a size of Rs 900-1,000 crore. Bhokare says, "The market has always been unorganised and fragmented in the country, but with the entry of international and large organised players, the scenario seems to be changing. A lot of investment is being made in the quality of products offered to clients, and the business is simply not limited to billboards - with a market that is gradually evolving into an organised one, the bar is set to rise."

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