Indian network Big FM has launched five new stations in the states of UP and Bihar, where it acquired new frequencies during the first batch of FM Phase-III auctions.

With these launches, it now reaches 11 key cities in the two states that form a major portion of the Hindi heartland.

The move also makes Big FM the largest radio network to operate in these states. 

The new stations are operating on 94.3 FM in Lucknow, 95 FM in Varanasi and Patna, and 92.7 FM in Muzaffarpur and Gorakhpur.

Along with its national syndicated shows in HIndi, the network has also launched several new shows in Bhojpuri and also ensured that all RJs in these cities speak both these languages.

A mix of Hindi and Bhojpuri music will be heard in Varanasi, Patna, Muzaffarpur and Gorakhpur. 

Speaking about expanding its reach in the region with the new frequencies, Tarun Katial, CEO, Big FM, said: “The acquisition of five new frequencies in UP and Bihar is part of our strategy to systematically build clusters in key regions with a focus on markets with limited media penetration. Our network's reach in the region now gives advertisers and stakeholders an opportunity to break new ground in untapped markets that intrinsically have immense potential. While the cities we are newly venturing into are tied by common strings, we will try and localize our offerings to cater to the unique demands of each market, both from the listener and stakeholder perspective.”