(Updated on 11 September 2007 10:00 pm)
(11 September 2007 7:00 pm)

MUMBAI: Reliance ADAG's Big FM has started an online music and digital division.

Big FM's value-added services including SMS, MMS and movie clippings will fall under the ambit of 'Big Digital.' The new division will also offer online music service after the launch of its portals.

Big FM has appointed Archana Vohra as director of the digital division.

"Big Digital has further plans to foray into online music service through two or three portals that we will be launching shortly. Users can downlaod music through the online music service," Vohra tells Indiantelevision.com.

Vohra, who will report to Big FM chief technology officer Soumen Choudhury, moves in from NDTV Convergence where she was COO. She played an instrumental role in creating NDTV.com, NDTVProfit.com and in developing over 15 associated web sites.

Says Vohra, "The internet is a great medium and you learn something new about the business everyday. NDTV was a great learning experience and now Big Digital, with its huge repository of content and youth centric user base is the ideal platform to build fantastic products for webizens."

Adds Big FM chief technology officer Soumen Choudhury, "As we look at a 360-degree approach to the radio business, the digital part plays an extremely vital role - whether the internet, the short-code or the other music forays."