| MUMBAI:
Chennai-based Sun TV Network Ltd is bringing its FM radio stations outside Tamil
Nadu and Pondicherry under the Red FM umbrella brand. The
re-branding will involve 38 FM stations including 23 stations of South Asia FM
Ltd, 14 stations of Kal Radio Ltd and one station of Udaya FM Pvt Limited. This
exercise, reported earlier, will take effect from 14 August in the north, east
and west regions. The southern stations will move into the Red FM brand from 17
August.
Says
Red FM unified brand CEO K Shanmugam, "Consolidating our radio FM business
under the Red FM brand was a very strategic move by us to offer pan India audience
under a single strong brand representation. This will help us unify our programming
across key cities and help garner a larger share of ears. Advertisers can now
reach out to a wider listener base and can capitalise from the unique Red FM programme
format." Sun
will continue with the Suryan FM brand which has seven stations spread across
Tamil Nadu and Pondicherry. "Sun
has an almost monopoly presence in TV broadcasting in Tamil Nadu. This could be
the reason why the Suryan brand is being kept alive," says an analyst who
tracks the Sun network. The
rebranding exercise will be comprehensive, incorporating the Red FM methodology
into all the other stations in programming style, content, format and presentation.
It will also include complete re-training of the staff including the RJ's, station
heads, sales and marketing teams. As
part of the marketing campaign, the company has planned a series of multi-media
advertising initiatives across all cities to take the new Red FM engagement format
to the listeners and advertisers. The marketing mix will include on-air, on-ground,
out-door media and trade publications. Says
Red FM COO Abraham Thomas, "We are happy to extend the Red FM format of brand,
content and programming across the country. Red FM will be able to replicate its
unique flavour across the country which will help us win more listeners and advertisers
in the coming days." Sun
TV Network has a 48.9 per cent stake in Red FM, which operates in the three metros
of Mumbai, Kolkata and Delhi. Malaysia-based Astro recently hiked its stake to
20 per cent in Sun TV's radio subsidiary SAFL. | 
