The entry of Big FM in Shimla marks the completion of its phase II plans and also makes it the first private FM station in Himachal Pradesh.
The station went on on-air on July 10. Though the frequency of the new station will be 91.9 FM, in the rest of the country, Big FM is available on 92.7 FM.
Initially, the new station will be on-air from 6 am to 11 pm, a total of 17 hours everyday; after some time, it will become a 24-hour station. The station will feature content resonating with the popular culture of the region.
The Shimla radio station is Big FM's 45th station in the country. A radio initiative from Adlabs Films, Big FM, over a period of three years, has established its footprint in 1,000 towns and 50,000 villages across India.
Himanshu Shekhar, business head - North and West, Big FM, says, "Since ours is the first private FM station in Himachal, it will give the early advantage. The content mix is such that it will appeal to the population there. The programming will reflect a mix of local culture and Bollywood."
According to Shekhar, from chartbuster music to traffic, health, stock market, leisure and entertainment updates, the station will not only entertain listeners, but also aims to inform and empower them.
Everyday, the station will begin its morning broadcast with devotional content. This will be followed by Big Chai, Aap ki Khatir, Big Geri, Citi Baje Ke and 9 Baje ki Setting, in that order.
To create buzz around the new station, Big FM has planned marketing initiatives that will see RJs going to the hot spots of the city to conduct their shows. Big FM will also partner with local events in the city. "Apart from this, we will have the novelty of being the first private player in the state," says Shekhar.
However, there are many community radio stations in the state. Shekhar clarifies that they are competing neither with the community radio stations, nor other media companies in the region. "We don't want to narrow down the competition to radio. Our aim is to get consumer time and not with other media companies. How we get their time will be our test. We aim to create a radio station that will positively impact people's lives and become a preferred entertainment option," he informs.