| MUMBAI:
As Radio Audience Measurement (Ram) has launched its service in Kolkata, Big FM
is freshening up its content in the city. The
16-month-old station in Kolkata is introducing 'Mojar Adda' format in the sound-and-feel
of the station. As part of its refurbishment, all the shows and activities will
be woven around the concept of 'Adda'. Adda
is an integral part of Bengali culture where people get together to discuss an
array of topics. This interactive format has been introduced to add to the local
flavour.
With
the introduction of the Adda element, Big FM marketing head Anand Chakravarthy
promises to leapfrog the interactivity and humour quotient at the Kolkata station.
"The Kolkata station will feature the basic flavour of an Adda which will
be reflected both on-air and on-ground activities," he said. "Our
findings indicate Kolkata's need for a station with local connect, which cuts
across age groups, especially appealing to the 20-29 audience," said Big
FM Kolkata station director Ramita Chaudhari. Going
with the Adda format, the station has also launched a 'Big Para Addabaaj' contest,
which will have Adda groups of various housing societies competing for the 'King
Of All Addas' Crown. The contest will be a property of the station and will be
held annually. | 
