Fever FM to launch in Mumbai on 15 January

MUMBAI: It's all systems go as the newest entrant on the FM block in Mumbai, Fever 104 FM, readies itself for a 15 January launch.

The FM station is a technical collaboration between Hindustan Times and Richard Branson's Virgin Radio International. Virgin Radio International has also set up radio stations in Bangkok, Johannesburg, Malayasia and Paris.

Speaking to about the no-frills format of Fever FM, Mumbai station head Sajjad Chunawala says, "Most radio stations follow the norm of block radio in programming. So you have the morning, afternoon, late night segments all chalked out. Our positioning of Fever 104 FM is more music, less talk. With a format driven content radio channel, we have defined our target audience as ranging between 25 and 34 years and this is the audience we want to cater to."

The station has researched thousands of titles in the past two months to identify the kind of contemporary music which will appeal to its listeners. Said Chunawala, "The content of music will be 80 per cent Hindi and 20 per cent international music taken from the post 1980's period. Of course, the music content will be tweaked to appeal to the local masses. So in Delhi, the music is influenced by Bhangra beats; in Mumbai it's likely to have more of a Bollywood influence."

When asked if he fears losing a particular segment of his audience in the already fragmented listenership on radio space, Chunawala is very clear when he says, "We can't satisfy everyone and we know that. Not everbody is likely to enjoy our format we understand that as well. We have identified our core listener who likes his music without the incessant jabber of an RJ and this is where we are focused."

No recipes, no agony aunts, no silly jokes and no astrologers - only music. That's the line taken by the FM station. Over the next few days, the station promises a wide variety of on ground promotional activities. To kick off the activity, the station will have people with their mouths sealed stationed at various points across the city to give a sense of 'less talk'.

The first Fever FM station was launched in Delhi in October last year. Two more stations in Kolkata and Bangalore are slated to go on air by the end of this month although no official date has been set for them.

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