HT Media adds radio to its portfolio

Mumbai: Delhi-based media house HT Media Ltd is expanding its portfolio; it has announced the launch of its FM brand, Fever 104 FM, with round the clock hour live radio jocks, in collaboration with Virgin Radio.

Billed as 'more music, less talk' music station, Fever 104 FM describes itself as is a contemporary music station that targets the 15-39 year old consumer and offers a fixed format music broadcast.

HT media says that unlike existing radio brands that provide varying music targeted at different segments at different times of the day, Fever 104 FM would deliver a consistent music experience throughout the day, so that the consumer always knows what to expect.

"To give the consumer a radio experience comparable with anywhere in the world, Fever 104 has invested in, and ensured through our tie-up with Virgin, the best quality infrastructure and a highly competent and experienced talent pool," said S Keerthivasan, business head. "Our brand, our focus on quality, and our people will be our key competitive advantages in an increasingly cluttered and undifferentiated radio market place. Our station reflects the evolving tastes of discerning, urban Indians of who are comfortable with both Hindi and English and seek a good music experience more than anything else from their radio."

The 80-year old media house publishes Hindustan Times, its flagship English daily and the Hindi daily Hindustan and the Hindi magazines Nandan and Kadambini.