Zee Middle East has announced the launch of its first radio station 106.2 Big FM in the UAE.

This adds to the business portfolio of ATL for this region and makes it the only broadcaster in the South Asian space to have both, television and FM stations. The station’s interesting line-up of content includes original content produced in-house, content acquired from Big FM in India and cricket rights of key series for ball-by-ball commentary.

Speaking on the launch, Zee Entertainment Enterprises Limited (ZEEL) International Broadcast Business CEO Amit Goenka said “We are proud of the addition of 106.2 Big FM into the Zee and ATL family. We are sure that like all our ZEE brands, 106.2 Big FM will also entertain listeners in the UAE. The product has been developed with a lot of attention to detail and I am sure it will be of immense interest to the advertising community.”

Goenka further added, “Investing strategically in media and related business has always been at the edge of Zee’s larger perspective for business growth. With the synergy of television and radio, we aim to increase our footprint and market share in the entertainment industry.’’

The frequency now officially known as 106.2 big fm launches in the UAE today. With Big FM in Zee’s bag, the entertainment conglomerate scores as the strongest player in UAE’s South Asian entertainment field. From being pioneers with the launch of Zee TV in 1992 in the region, to introducing the first Bollywood TV channel for the Arab audience with Zee Aflam in 2008, Zee’s advance into radio is a step higher on the entertainment ladder. With the launch of 106.2 big fm, Zee claims its first international foray into the world of radio entertainment.

On this occasion, Zee Network (MENA and APAC) CEO Mukund Cairae, said, “The launch of 106.2 Big FM is another prized feather in our cap. A gem in our entertainment business portfolio that further cements our numero uno position among South Asians in the Middle East. With the combined strength of television and radio under our wings, we aim to soar higher and show better commitment to the region. Also with this synergy, we now provide vast audio-visual platforms to our advertising clients, hence creating new business opportunities.”

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