MUMBAI: Big FM has announced launch of its 43rd FM station in Rourkela, Orissa on 23 January, making it the first private channel operating in the steel city.

Big FM's Regional Head East, Soumen Ghosh Choudhury, said, "We are the first private radio station in the region. The programming mix has been put together after much research and understanding of local requirements. We are sure the city will welcome us with open arms and will enjoy the programmes on our Station."

To ensure the highest aspirational appeal and connect with its listeners, Big FM has Abhishek Bachchan as the Brand Ambassador. In Rourkela, Big RJs Rajiv, Priyanka, Siddhartha and Sneha will be entertaining the steel city of Orissa, says a release.

The number of stations under the Big FM umbrella is set to reach 45 in the coming days, with 20 cities in the North, seven cities in East, nine cities in West and nine cities in South, finally.