We are working on features that will enable listeners to send instant reactions

Expanding at a great speed, BIG 92.7 FM, a radio initiative from Adlabs
Films, claims to be on its way to create history by completing its goal of a pan
India presence, spanning across 1,000 towns and 50,000 villages to reach 200 mn
Indians. Since the launch of its first station in September 2006, Big 92.7 FM
has taken radio as a medium of entertainment not only to the metros, but also to
markets that have never before experienced this medium of entertainment. It has
already reached forty-four of the forty-five such targeted cities. Soumen Ghosh
Choudhary, CTO and regional head (East and South), BIG 92.7 FM talks about the
role of communications technology in the broadcast company and gives his
insights on the marriage prospect of technology in the telecom industry with
radio. Excerpts

Which communications technologies is BIG FM using for providing better
services to listeners?

We make use of E1 Links, ISDN, Reliance MPLS Cloud, mobile networks with
advanced data and audio codecs for studio transmitter links, and outside
broadcasting to connect directly to listeners. We also use listenership
management applications developed in-house to provide better services to
listeners. Communications technologies form the basic infrastructure of our
businesses. We have a two-way communication with our listeners. One is the way
we reach out to them, and the other is the way they reach us.

We manage call handling during the shows. They can call us and connect to the
studio. We have twelve lines for our studio and RJs take calls from these lines.
This system allows the RJ to pick up two calls together and can play programs
like (Antakshri) on the system with the callers. We get a huge number of SMSes
from listeners daily. We call the SMS senders to enhance interaction with them.
Callers have an option to call our IVR lines as well.

What is the preferred mode of contacting listeners?

We have the normal phone lines to contact our listeners. We try to negotiate
with service providers to get the best tariff to reduce cost. We are yet to see
IP telephony to open up in Indian market which may be an option for us apart
from present phone lines.

How do you see convergence of FM radio in mobile handsets?

Almost all mobile phones have FM radio option in them. This has prompted us
to think and add value to our offerings on air. We are working on features that
will enable listeners to send instant reactions. May be in future we can have
systems where while playing a song listeners can save it as a ring tone. He/she
can connect to his operator by pressing a button and download it as the ring
tone. We are working on it and people will very soon get to see these
interactive services at Big FM.

Which latest applications is BIG FM using to connect its branches for
internal communication/conferencing?

We extensively use Reliance MPLS VPN for intercity communications between
our 45 plus offices across the country. It is a convenient and cost-effective
way of distributing content (new audio releases, new commercials, promotional
content, etc). We also extensively use audio- and videoconferencing and live
meeting (Webex) technologies. In this, though maximum cost is incurred on
bandwidth, it is compensated by our savings on cost of travelling. We have our
offices at dispersed locations like Thiruvananthapuram, Guwahati, Chennai or
Rajkot. We are connected through a network which saves cost and provides the
ability to have better control to manage networks.

How is BIG FM using communications products and applications for internal
communications? How has this reflected on BIG FM's financial reports?

Audio-videoconferencing, applications like Skype, and Webex help increase
efficiency, besides helping us to be more effective as a nation-wide team. The
savings have brought in improved performance and efficiency.

What has been the annual spend on IT/telecom infrastructure?

We spend about Rs 2 crore annually on IT and telecommunications
infrastructure. The maximum spend is on bandwidth and data communications.

How is communications technology deployment in-line with BIG FM's business
goals?

Our communications architecture is optimized to meet all our current
business goals and future expansion. For example, we knew from the outset that
we would need to distribute the latest music releases quickly and
cost-effectively without having to burn and mail CDs. We envisaged a nation-wide
VPN network for such a purpose, and have successfully built it.

Of all the communications applications deployed at BIG FM, which services
have you outsourced for management?

We have outsourced mailing solutions because we are a radio broadcast
company and our main job is to provide value content. That is what we are good
at. Mailing solutions is not our core business so we have outsourced it to those
who are good at it.

What are the technical limitations in communications services/applications
deployed at BIG FM? How would you rate the services from vendors?

There are no real demerits to speak of. If there is one, we try and find
workarounds. Our primary service provider is Reliance Communications which has
one of the most extensive and modern communications infrastructures in the
country. We are looking forward to 3G services for high bandwidth upload which
will help us in remote broadcast capabilities.

Which latest communications technologies is BIG FM planning to deploy in
the next couple of years?

Internal live meeting technologies like Microsoft Live Meeting or comparable
open source options is what we are looking at.

Please elaborate on the infrastructure up-gradation process required to
reach the desired level. How are you planning to do it?

We have already rolled out an optimized infrastructure to meet our business
goals. Further upgrades will happen as and when the business demands.

What kinds of communications products/applications deployment do you feel
will take place in the next five years?

Trai has come up with recommendations on the third phase of FM radio
implementation. In every phase of expansion we have seen that companies need to
increase their broadcasting capacity. Apart from this I feel there will be more
need of network equipments in the third phase. All radio companies will connect
from station-to -station and will use technologies like VSAT for maximum
reliability. All this will happen when we have permission to connect more than
one city.

Prasoon Srivastava

prasoons@cybermedia.co.in