94.3 My FM, Fever 104 FM ink strategic sales alliance

04 Apr,2013

By Meghna Sharma


94.3 My FM & Fever 104 FM have entered into a strategic sales alliance, which is aimed towards leveraging each other’s strengths and market leadership to offer unmatched value proposition to the radio advertisers nationally. The alliance will offer advertisers the best of both metro & 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.


Mona Jain

“The alliance will obviously benefit them. Geographical expansion being the main one. Today, everyone is getting into such alliances and collaborations which means there is no monopoly. Hence, making it a seller’s market and not a buyer’s market,” said Mona Jain, CEO, Vivaki Exchange.


The radio business of DB Corp Ltd, 94.3 My FM is present across 17 growing cities of India ie 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 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 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 Bhatia

Harrish M Bhatia, CEO 94.3 My FM said, “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.”


According to the official statement, 94.3 My FM is the largest radio station network of the growing India (17 tier-2 & tier-3 cities) attracting over 5 million radio listeners (as per IRS, which is similar to Fever’s reach as per IRS).


Harshad Jain

Commenting on the alliance Harshad Jain, Business Head, Radio & Entertainment, HT Media said, “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.”


“The thought process behind the alliance has been to fill in the gaps in the market. Clients come to us who want certain networks while some want a pan India approach. This will help us reach out to both,” Mr Bhatia told MxM India, adding, “We did a drill and found out the challenges ahead, now let’s see how its goes. We have just announced the alliance.”


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One response to “94.3 My FM, Fever 104 FM ink strategic sales alliance”

  1. Himanshu says:

    Harrish and Harshad, best wishes for the alliance.