MUMBAI: Reliance Media World's Big FM has entered into a strategic sales alliance with BAG Entertainment's radio venture Dhamaal 24 and Raneka Fincom Pvt. Ltd's Rangila FM in Raipur.

This alliance further strengthens Big FM's reach from the current 45 stations to 52 cities by offering additional seven stations. These seven stations include six stations of Dhamaal 24 and one stations of Rangila FM. Although Dhammal 24 has its presence with 10 stations, frequencies (Hissar, Patiala, Shimla and Ranchi) which overlapped with Big FM were exempted from the deal. The alliance offers advertisers the opportunity to reach 52 cities across India, reaching out to deeper pockets of the country.

Big FM CEO Tarun Katial says, We are delighted to announce our alliance with Radio Dhamaal and Rangila FM between whom we have a strong presence in Maharashtra and Central India. With a fair amount of ad-spends flowing into these regions, this alliance helps us enhance the reach of our stations to advertisers and further consolidates our position vis-a-via competition. Having 52 stations enables us to deliver greater value to our advertisers end strengthens our ability to help build their brands across markets....

Speaking on the occasion, BAG Network  Network Sales Head Sanjeev Kalia says, We are confident that this tie- up will be beneficial for both the parties, in this competitive scenario consolidation is the necessity. We had evaluated various options and found that BIG FM were most appropriate partners for sales alliance as most of our stations do not compete with each other in the cities we are present . It is a well thought strategy  which allows BIG FM sales team to package our non competing stations in their deals to garner better market share & at the same time both teams will handle their sales independently....

Rangila FM MD S K Jain comments, "The strategic alliance with Big 92.7 FM will usher in a very exciting phase of mutual growth. Rangila FM in Raipur (state capital of Chhattisgarh) will benefit from the presence of national brands facilitated by BIG FM whereas advertisers will now be able cover a huge landmass in the most potential state in Eastern India through a single window. Rangila FM has developed a huge following in Raipur-Durg-Bhilai belt with its unique flavor and programming that will provide a solid platform for brands. Also, the deep penetration in a number of rural clusters under Rangila's coverage supported by bonding with listeners will open ways for meaningful and effective rural activations."

With Big FM's network strength and spread across a large number of tier II and III cities, this deal optimizes value being offered to its clients. Through its rural activation wing, Big Rural, advertisers will be provided with a unique platform to reach out to their audiences.

Dhamaal 24 operates in Hissar, Karnal, Patiala, Muzaffarpur, Dhule Jalgaon, Ranchi, Ahmednagar, Jabalpur and Shimla.

Shares of Reliance Media World declined Rs 1, or 0.96 per cent, to trade at Rs 103.65. The total volume of shares traded was 232,344 at the BSE (10.51 a.m, Wednesday)