Update: A statement from BIG FM: “BIG FM still has a tie up with OnMobile for Idea subscribers. With On Mobile it was a customized radio which was ad free and not live fm, where as with Spice digital on Airtel this is live fm on mobile and with ads and the branding is BIG FM radio.”

Yesterday: This is an unexpected turn of events: we were under the impression that exclusive partnerships had been inked between VAS companies and FM Radio stations, that Spice Digital* had tied up with Radio Mirchi, while OnMobile Global had tied up with BIG 92.7 FM. It now appears that the Onmobile-BIG 92.7 FM partnership wasn’t (or isn’t) exclusive.

BIG FM has announced today, a deal with Spice Digital to provide the Mobile Radio services to Airtel subscribers. Spice Digital’s Head of Content, Shehzad Azad told MediaNama that apart from BIG and Radio Mirchi, will also launch Fever 95 FM, and Red FM. The services will be made live across individual short codes for each station, allowing the radio channels to also promote their own channel on-air. Azad also said that the company will be making the service live across other telecom operators; in case of BIG 92.7 FM, they have content from 45 radio stations. On Airtel, it is at 59270.

In the press release, BIG FM says that it will offer customers “Personalized Recommendation for users, Special content such as New Movies, Celebrity Specials etc, Channel Language Selector to provide the relevant channels to the users.”

We’ve sent a query to Onmobile, requesting information on which telecom operators they are providing BIG FM content on. So far, we’re only aware of Idea Cellular. We’ve also asked BIG FM for inputs on the difference between the offering from Onmobile and Spice Digital. We’ll update when we hear from them.

Disclosure: Spice Digital is an advertiser with MediaNama