MY FM & Fever FM enter into strategic sales alliance

The alliance will offer advertisers the best of both metro and non-metro markets while allowing both the radio brands to sell stations they are not present in

BestMediaInfo Bureau | Delhi | April 3, 2013

94.3 MY FM & Fever 104 FM have entered into a strategic sales alliance which is aimed at leveraging each other's strengths to offer unmatched value proposition to radio advertisers nationally. The alliance will offer advertisers the best of both metro and non-metro markets while allowing both the radio brands to sell stations they are not present in. The alliance is for sales, integrated solutions and activations.

MY FM, the radio business of DB Corp Ltd., is present across 17 cities – Jaipur, Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior, Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur. Fever 104 FM, owned by HT Media, is present in the four largest metro cities of Delhi, Mumbai, Bangalore and Kolkata.

The purpose of this association is to leverage on the strong local understanding that MY FM has in the growing markets for corporate advertisers, while MY FM advertisers will benefit from Fever's strengths in the metro cities. The main idea behind the partnership is that the customers should benefit by having the best of both, national reach and local relevance.

Harrish M Bhatia, CEO of MY FM, said, “It's a win-win situation for both as we can accomplish more this way. Nobody understands the pulse of the growing tier 2 and tier 3 markets better than MY FM and with Fever FM's strength in the metros we will be able to provide our advertisers a great platform to leverage their brands.”

MY FM attracts over 5 million radio listeners (as per IRS). The station commands leadership position in terms of both listenership and retail advertising market share on account of its deep local understanding offering unmatched coverage in India's heartland. MY FM also emerges as No.1 amongst the affluent class in car radio listenership, decision makers and youth.

Harshad Jain, Business Head, Radio & Entertainment, HT Media, commented, “With this alliance we aim to provide the best of both the worlds for our advertisers. The combination of our strengths in key metro cities and MY FM's strong presence in growing Indian cities will be a great proposition for any advertiser in the radio category. The expertise of each of the brands will be leveraged to the best to offer unmatched radio solutions.”

Fever FM attracts over 15 million radio listeners across four cities and is the most popular radio station amongst the youth. The channel is the No.1 radio station in Delhi, No.1 Bollywood station in Bangalore, the fastest growing channel in Mumbai and the only request station in Kolkata. Fever FM is also the most preferred radio station amongst the prime advertising TG in metros (20-34yrs SEC AB).

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