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Zee Entertainment launched its first radio station 106.2 Big FM in the UAE on January 30th, 2017. With a line up including in-house content, Celebrity MJs (Music Jockeys), content acquired from the BIG FM, India and cricket rights of the PSL and BBCI including IPL for ball by ball commentary, the station in a matter of 1 month kick started with the highest ratings in its opening month and then went on to consolidate the same in the next wave. In a crowded place of 6 Hindi stations that was indeed a great opening. Carrying forward from the opening rating, within three months of its launch, the station has increased its ratings by 7% from 219 GRPs in February 2017 to 234 in April 2017 maintaining the numero uno position in listenership with some innovative programming.
The morning drive time show The BIG Morning Show, hosted by celebrity MJ Benny Dayal and MJ Lavanya and Suhana Safar with Annu Kapoor, a show syndicated from BIG FM India, are on top of competition in their respective time slots. All other shows including Eat...Play...Love... with MJ Ujjwal, A.S.A.P. with celebrity MJ Palak Muchhal and MJ Arpit, and Raat Baaqi Baat Baaqi with MJ Gagan Mudgal, are on a close second position on the weekdays. The weekend show Ruhani with celebrity MJ Harshdeep Kaur and MJ Gagan Mudgal is the highest rated show across all stations.
106.2 BIG FM brings strengths of a television network with the number 1 South Asian Channels, Zee TV, &TV and Zee Cinema together. This synergy brings two very different platforms in one place for advertisers and clients, ensuring strong business opportunities.
The station has been part of over 25 events since its launch, interacting with over 40,000 listeners personally. Some of the events include A R Rahman Live in Concert, Nirvana with Zakir Hussain & Shankar Mahadevan, Gr8 Women's Awards. The aim is to be part of as many activations as possible to ensure listener interaction with the MJs to build a strong brand recall, and to increase share of voice in the market.
The station brand promise of Pure Music is echoed in every song and every event the brand associates itself along with the spread of #BigHappiness, ensuring that this is made a part of the DNA of the team. The MJs, music and content are reflective of this which is why they hold strong their market position.
The launch marketing campaign across print, OOH, and TV was well understood by the target audience resulting in an opening reach in February 2017 of 47.9%, and going up to 50.4% in the next rating.