My and Fever FM enter ad sales alliance

DDB Corp’s My FM and HT Media’s Fever FM have entered into an alliance to strengthen their ad sales efforts.

The alliance is to offer advertisers extensive reach in metro (Fever) and non-metro (My FM) markets. Besides air time sales, the collaboration will cover activities like integrated solutions and activations.

Speaking with Campaign India, Harrish M Bhatia, CEO, My FM, said, “We have identified certain gaps in our businesses and this alliance enables us to fill in those gaps. Our strength lies in the non-metro markets, while Fever's strength lies in the metros. This is exactly what we are trying to leverage in the days to come in order to grow the business and provide advertisers the reach they want to achieve.”

He further says, “The rack rates for advertisers remain the same and we do not intend to offer discounted ad rates or slash the prices. We may do package deals but that will be only to provide reach and marketing solutions to the advertisers.”

Harshad Jain, business head, radio and entertainment, HT Media, added, “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.”

My FM is currently present in 17 cities: Jaipur, Jodhpur, Chandigarh, Bhopal, Jalandhar, Ahmedabad, Surat, Udaipur, Gwalior, Indore, Ajmer, Amritsar, Bilaspur, Nagpur, Raipur, Kota and Jabalpur. Fever FM, is present in Delhi, Mumbai, Bengaluru and Kolkata.