BIG 92.7 FM owned by Adlab Films Mumbai and the Reliance Anil Dhirubhai Ambani Group has already forayed into the FM radio segment in Mumbai, Chennai, Hyderabad, Delhi and Bangalore.
"The local response has been encouraging. We have also done research before starting our local operations. The youth have been sending hundreds of participative SMS messages for our programmes," said Parvaiz Malik, executive of the private FM radio in Srinagar.
Bollywood star, Abhishek Bachchan, is the brand ambassador for the BIG 92.7 FM radio, but the owners decided to start the Kashmir operations without any fanfare.
As entertainment avenues are very few in the Valley, the FM radio is likely to catch the imagination of the local youth who are exhibiting interest in western and classical music.
"We have kept in mind the sensibilities of the local people while designing our programmes," Malik said.
