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BIG FM Forms Strategic Alliance With Bhutan’s HIGH FM

The alliance for sales and marketing marks the first ever entry of an Indian radio station into Bhutan.

BestMediaInfo Bureau | Delhi | February 21, 2011

92.7 BIG FM, the radio arm of Reliance Broadcast Network Ltd., which already boasts of a 45 city network, now extends its reach to newer territories of Siliguri and Bhutan through a strategic marketing and sales alliance with the leading 92.7 High FM of Bhutan. The alliance will see the packaging of non competing stations of BIG FM across Siliguri, West Bengal and Bhutan to offer marketers unmatched reach in the region. With an already existent strong presence across the East, this alliance ensures Reliance Broadcast Network’s Radio arm BIG FM has reach that no other network can offer. This alliance marks the first ever entry of an Indian radio station into Bhutan.

With activations and the IP business as key focus areas for the RBNL’s offerings, this radio alliance will only allow for optimal amplification and will ensure of the returns that RBNL can captivate on the media assets in the out-of-home, radio and digital space. This will also build brands and create greater value for advertisers, while providing a excellent entertainment platform for audiences.

92.7 High FM will cover the cities of Darjeeling, Jalpaiguri, Coochbehar and Uttar Dinajpur making inroads into the interiors of West Bengal facilitating BIG FM’s penetrate further into the tier II and tier III cities, with customized branding options for advertisers. With this move, BIG FM will have an ace to offer to advertisers, with the ability to reach their brands to a virgin set of audiences.

Launched in 2007, 92.7 High FM has successfully and significantly increased its reach in Siliguri. This alliance promises to infuse new energy into the brand and fortifies BIG FM’s presence in West Bengal with Siliguri being an important market for advertisers along with entry into Bhutan.

An extensive promotion of the alliance between 92.7 BIG FM and HIGH FM is being planned through a holistic marketing campaign comprising on-air promotions, on ground activities and an exciting and innovative OOH spread.

Speaking on the alliance Pankaj Chandra, Vice President, Sales said, “This relationship infuses further strength into our offerings, as we solidify our presence in the East, giving us the highest reach and ensuring superlative market penetration.  This deal promises to be mutually beneficial and we are confident of offering un-matched value to advertisers with 92.7 BIG FM being able to package its non competing stations to garner better market share. It is the endeavor of BIG Connect, RBNL’s multi-media sales division to offer value creating solutions to advertisers needs, and this alliance will help us further assist marketers to optimally reach out to their audiences, while creating revenue for Reliance Broadcast Network Ltd.”

92.7 HIGH FM, COO, Gautam Banerjee said, “We are very excited about this new venture and are looking forward to an extremely productive union. 92.7 BIG FM brings to the table both marketing and content expertise, opening doors for national advertisers looking for pan India exposure and presence. We are optimistic about this association taking us to greater heights of profitability.”


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