MUMBAI: The BAG Films promoted Radio Dhamaal has been integrated into the all encompassing 'Broadcast 24' initiative by being re-christened Dhamaal 24.

The venture, which started life as Radio Dhamaal when it launched first in Hissar and Karnal, is now marketing its Valentine Day programmes under the new monicker. The idea, says managing director Anurradha Prasad, is to have Dhamaal incorporated into the network that will sell across BAG's TV channels as well as radio.

When BAG initially pitched for the FM licenses, its other broadcast initiatives had not been firmed up, hence the Radio Dhamaal stuck, says Prasad. With the launch of the news channels, the Dhamaal name continued as it had struck a chord with the audiences, but the '24' tag was added for brand identity, she says.

"We are now in places like Hissar, Karnal and Patiala, and these stations can be looped," Prasad said in a recent interview. Dhamaal, that has a presence now in Patiala, Karnal, Muzaffarpur, Dhule and Ranchi, while the Jabalpur station will be launched in a week.