Airwaves in Jammu and Kashmir, which used to buzz with gunshots, are humming with Big 92.7 FM channel, the first private FM radio channel in Jammu.
The entertainment industry in the trouble-torn state has suffered severe blows over the last 17-years of turmoil but Big 92.7 FM is reversing the trend.
The FM station operated by Adlabs Films and Anil Dhirubhai Ambani Group has been an instant hit in Jammu. Only in its second month of operation, the channel is working wonders and has found many takers.
The day FM started in the violence-infested Kashmir valley on December 18, the channel's Srinagar station received 900 text messages. In Jammu the popularity is no less.
It was the terrorist outfit 'Allah Tigers', which started the crusade against cinema houses in Nineties until they were closed in the Valley. Only one cinema hall is operational in Srinagar today.
Satellite television channel operators have also received threats from terrorist groups often.
When Tarun Katial, the Chief Operating Officer Adlabs Films, announced that Big 92.7 FM would bring an FM revolution in the state, not many took him seriously.
FM radio channels have already been a hit across India more so after the runaway success of Radio Mirchi in New Delhi.
In spite of the turmoil in the state, Adlab Films is confident of overturning the fortunes of the entertainment industry through their FM stations.
'Suno . Sunao. Life Banao' (Hear. Be heard. Change your destiny) is the slogan with which Radio Jockeys sign in on the FM station.
Manas Sharma, 24, a radio jockey (RJ) with the station says that Big 92.7 FM isn't fishing out only entertainment. "We're counseling youth on careers, make them think big, dream big and achieve big," he said.
Apart from entertainment, Big 92.7 FM broadcasts devotional programmes and laughter shows.
Jagmeet Singh Bahri, Big 92.7 FM Cluster Head Jammu and Kashmir informed that the company is investing some Rs 400 crore throughout India only on transmission equipment, infrastructure and licensing.
"The network will be the largest ever spanning across 45 cities, 1,000 towns and 50,000 villages," he said.
The growth of more FM stations in the state may not take long with Jammu University hoping to launch its own FM station in the spring of 2007.
Regular power cuts in the state is also adding to popularity of the private FM station.
Email Fasul Yaseen: faisulyaseen @gmail.com