New Delhi, Sep 25 (IANS) Anil Dhirubai Ambani Group's (ADAG) Adlabs Films Limited Monday launched a nationwide FM (frequency modulation) radio channel where leading television celebrities will play the role of RJ (radio-jockey) for some of its programmes.
While Shweta Tiwari (Prerna of 'Kasautii Zindagi Ki' fame) will host a programme of spiritualism and devotion early morning, Mona 'Jassi' Singh along with her best-buddy (onscreen) Gaurav 'Nandu' Gera will play some hit numbers to liven up the spirits of listeners during breakfast hour.
BIG 92.7 FM, the channel, with leading Bollywood hero Abhishek Bachchan as its brand ambassador, has also teamed up with Sunil Pal of the Great Indian Laughter Challenge to add the humour quotient.
The channel will be rolled out in the cities of Delhi, Mumbai, Bangalore, Kolkata, Chennai and Hyderabad.
With a phase-wise investment of Rs.4 billion, the channel plans to open up 54 radio stations all across the country by April next year with alliance partners.
Launching the channel here at a press conference, the channel's chief operating officer Tarun Katial said: 'We are aiming to touch the lives of 200 million listeners, that is, every fifth Indian in the country, every third Indian in the cities and every eighth Indian in the villages.'
Said Katial, claiming to create pan-Indian presence: 'Our FM will reach 45 cities, 1,000 towns and 50,000 villages as a reliable medium of the information.
'We are going to be the only channel having multiple frequency.'
BIG 92.7 FM now joins the race with Radio City (91 FM), Radio Mirchi (98.3 FM), Red FM (93.5), Rainbow and many other such hit radio channels.
The craze of FM channels began in the mid-nineties when private players in the four metros - Delhi, Mumbai, Kolkata and Chennai - started getting FM slots.
Gradually it started spreading all across big cities and today it has turned into a war of megahertz with each one of them claiming to be 'different'.