Published on Thu, Sep 07, 2006 at 19:47 | Source : Moneycontrol.com
Updated at Fri, Sep 08, 2006 at 09:55
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Now Reliance joins 'Big' radio battle!
From telephones to radio, the Reliance Group is making waves. Its FM service, Big 92.7, will be on air by Diwali and Reliance-ADAG will spend Rs 45 crore to promote it. And the Big B is going to be its brand ambassador, reports CNBC-TV18.
It might not be the most creative name, but it says it all. And everything about it is big. Big Radio, Reliance ADAG's radio division, will have 45 stations. That's the biggest reach, which calls for investment of about Rs 400 crore, the biggest again. And the buzz is that Amitabh Bachchan will be its brand ambassador. Big again!
'Big' will kick-off in Hyderabad and Chennai in October. That might mean trouble for market leader Radio Mirchi. It has added 25 licences to its existing seven, but that's far short of Big's 45 stations. Still, it's banking on its first-mover advantage and has raised ad rates. Radio Mirchi's effective rates are now on average Rs 10,000 per 10-second spot.
Reliance expects to match those rates. But the big battle will erupt when it enters Mumbai in November. While Radio Mirchi still leads the market, the re-branded Radio One claims a cumulative weekly listenership of 94.2% against Radio Mirchi's 97%. RadioCity uses NRS data and commissioned surveys to claim number one position in its markets.
Big will plunge into this competitive national market. And if its plans are anything to go by, it will be a big splash.
'Big' will kick-off in Hyderabad and Chennai in October. That might mean trouble for market leader Radio Mirchi. It has added 25 licences to its existing seven, but that's far short of Big's 45 stations. Still, it's banking on its first-mover advantage and has raised ad rates. Radio Mirchi's effective rates are now on average Rs 10,000 per 10-second spot.
