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MY FM and Fever FM enter into a strategic sales alliance

The rival networks join hands to offer value proposition to radio advertisers

Gaurav Laghate  |  Mumbai 

Two rival FM radio broadcasters, MY FM and Fever FM, have joined hands for a strategic sales alliance, aimed at leveraging each others' strengths and market positioning and offer a value proposition to the radio advertisers nationally.

This alliance will offer advertisers 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.

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

The purpose of this association is to leverage on the local understanding that MY FM has in the growing markets for corporate advertisers and 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 94.3 MY FM elaborates, “It’s a win-win situation for both of us as we can accomplish more this way. Nobody understands the pulse of the growing tier-2 and tier-3 markets better than 94.3 MY FM and with Fever 104 FM’s strength in the metros we will be able to provide our advertisers a great platform to leverage their brands.”

Harshad Jain, Business Head, Radio & Entertainment – HT Media adds, “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”.

First Published: Wed, April 03 2013. 19:30 IST