Indiantelevision.com Team

(10 September 2007 9:30 pm)

MUMBAI: In an attempt to increase their listenership base, Big FM has installed single-frequency radio sets in 1000 auto-rickshaws in Surat.

Through the promotional activity, the station aims to cater to 10,000 commuters being ferried by the auto-rickshaws on a daily basis.

The activity is part of Big FM's plans of reaching out to every fifth Indian across the country, every third urban Indian and one in every eight Indian in the rural areas.

Big FM Surat station director Hitesh Budhbhatti said, "In the city of Surat, the 75,000 auto-rickshaws are a boon for public transport and are most frequently used. Installation of single-frequency radio sets in these auto-rickshaws works as an excellent sampling exercise for the station. Through this, commuters can enjoy wholesome entertainment put together through our programming mix when traveling.

"We saw a great marketing opportunity and are making the best of it. We are not just restricting to auto-rickshaws, but we are also putting up single-frequency radio danglers at public places including multiplexes, hotels and restaurants as part of our marketing plans," he said.