BIG 92.7 FM, after enjoying certain monopoly for over a decade in Jammu, being the only private FM radio station of the city in a race now. The competition comes from two popular FM stations- Radio Mirchi and Red FM.

Both the stations launched one after another on consecutive days; Radio Mirchi launched on October 10 and Red FM a day later. Interestingly, both the stations are launched by CM Mehbooba Mufti.

BIG was launched in 2006 and gave Jammu a taste of private FM dedicated to songs and entertainment, unlike the government owned radio stations. RJ Juhi and RJ Manas had become parts of our lives. Now they too will have to face competition from RJ Shwetima and RJ Nishant of Radio Mirchi and others from RED too.

It is a good sign as advertisers now have other options apart from BIG to promote themselves. MIRCHI and RED would certainly give tough competition in terms of advertising slots and rates to BIG. Businesses as well as consumers will eventually benefit from this healthy competition.

Although MIRCHI promises to customise their content according to the needs of the city, yet it is too early to anticipate their promoting Duggar culture and music. BIG, in this regard, commands respect as they have begun playing at least one Dogri song every hour.