BAG infotainment is set to launch it’s new FM radio station in Shimla next week. The company operates with the brand name – Dhamal 24 and is presently operating stations at Karnal, Patiala, Muzzafarpur, Ranchi, Ahmednagar, Dhule, Jalgaon and Jabalpur. Dhamal becomes the second private FM station in Shimla after BIG FM started operations in July 2009.
As quoted in Radioandmusic.com Anuradha Prasad, chairperson and managing director BAG said the company would kick start a marketing campaign next month. Commenting on creating a space in the cluttered market, Prasad says, “There is no differentiation in the market as the basic substance of music is similar across all the stations in Shimla. So, we would initially seep into the market, check the response and then initiate marketing strategies.” The music played at the Shimla FM station would predominantly be Bollywood with some Punjabi music as Prasad says it is difficult to tap regional music. The station however, intends to get regional singers on air to promote local talent. The radio jockeys would converse in Hindi, English, Himachali and Punjabi. The Shimla radio station will be available on 106.4 FM frequency.