BIG Digital, the Internet and Mobile initiative from Reliance Broadcast Network, that has finally launched a service in the mobile space: BIG Non Stop Masti, which offers non-music content from group radio station BIG 92.7 FM on demand, on IVR. Users can listen to the content by dialling 5055454, to listen to Bollywood interviews, humor capsules, devotional music, health tips and more.

The service has been launched initially in Hindi, and also includes jokes and one-liners from from Raju Srivastav, a stand-up comic and a radio jockey on 92.7 BIG FM, health tips from fitness instructor Summi Sakhuja, among other content. Remember that BIG 92.7 FM has content from across 45 radio stations in India.

Fresh content will be uploaded and made available each week, standard IVR rates. I think this service will be significantly dependent on promotion on Radio (can replace existing house inventory from BIG 92.7 FM); after all, how many people remember short codes today? (a list of Short Codes in India here).

Just curious – how are pre-tones doing so far? I thought this kind of content would be better suited for pre-tones than a call-in voice portal.

Also remember that a deal was also inked between BIG Digital and OnMobile Global for music content on Mobile Radio/IVR, in March.

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