With the tagline of ‘Idhu Bollywood in Superstar’, Fever FM launches in Chennai following the acquisition of Aaha 91.9 FM in the Southern metro
BestMediaInfo Bureau | Delhi | October 15, 2015
Fever FM is all set to bring its brand experience to Chennai with the first ever acquisition of a station in the industry, that of Aaha 91.9 FM in Chennai. Branded Fever 91.9 FM, the new station will taps into the emerging cultural and entertainment trends of Chennai.
Prior to the launch, Fever FM conducted various consumer researches with migrants and new age Tamilians in Chennai and unearthed interesting insights. The researches revealed that more than 95 per cent of listeners were inclined to listen to Bollywood music and there is widespread fondness for Bollywood songs. It was also found that in Chennai there is universal viewership of Bollywood movies.
With the tagline of ‘Idhu Bollywood in Superstar’, which in essence means Fever is Bollywood’s superstar, Fever 91.9 FM is all set to entertain Chennai by catering to this very demand for Bollywood music and dishing out the best of Bollywood hits in a fun, crisp and contemporary format. Fever 91.9 FM will play popular and familiar Bollywood hits and also feature Bollywood celebrities, interviews, gossip and contests.
Harshad Jain, CEO - Radio and Entertainment, HT Media, said, “Fever FM is excited to launch in Chennai and expand its metro footprint. Chennai has witnessed a lot of changes in the past decade, one of them being the influx of migrants and a steadily growing consumption and demand for Bollywood movies and music among new age Tamilians. We are sure we will establish new firsts in Chennai and serve Bollywood to Chennai in a unique and most entertaining manner.”
Fever FM is available in Delhi (since October 2006), Mumbai (since January 2007), Bangalore (since March 2007), Kolkata (January 2008) and Chennai (October 2015).
The results of the FM Phase III Radio e-auction were announced by the Ministry of Information & Broadcasting on September 16, 2015. Fever FM emerged as one of the biggest investors with a hefty outlay of Rs 340 crore for 10 licenses. With this, Fever FM will expand its presence from four cities to 13 cities with 15 licenses.