My FM and Fever FM enter into a sales alliance

The strategic alliance aims to leverage the respective strengths of each partner.

Dainik Bhaskar Corp's My FM and HT Media's Fever FM have entered into a strategic sales partnership. The alliance will offer advertisers the best of both metro and non-metro markets, while allowing both the radio brands to leverage each others' presence in complementing markets. The alliance is for sales, integrated solutions and activations.

94.3 My FM is present in 17 cities including Jaipur, Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior, Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur, while Fever 104 FM is present in the four large metro cities - Delhi, Mumbai, Bengaluru and Kolkata. The association will leverage the strong local understanding of My FM in the growing markets and Fever FM's strengths in the metro cities.

As a result of the alliance, the cumulative reach of the channels will increase to around 30 million people, allowing advertisers reach to a total of 11 states. However, advertisers can also connect with either of the partners individually.

Speaking about the benefits of the alliance, Harrish M Bhatia, CEO, My FM, says, "With this alliance, the advertisers can reach a larger market. We could leverage the markets of Fever FM and they can leverage our markets. It is a win-win situation for both the parties."

Bhatia adds that there will be no drop in the ad rates for both the channels.

Fever 104 FM was started in 2006 by HT Media and carries the tagline, 'It's all about the music', while My FM was established in 2006 and focuses on 'Jiyo Dil Se'.