HT Media gimmick: Not shutting down Fever FM

HT Media is not shutting down Fever FM. It was all a gimmick to announce its digital pivot.

By  Storyboard18Jan 30, 2024 11:39 AM
HT Media gimmick: Not shutting down Fever FM
The Fever Network includes Fever FM, Radio One, Radio Nasha, and Punjabi Fever. (Image sourced via HT Media website)

HT Media and Ramesh Menon, CEO of audio business, HT Media Group recently announced the shutting down of the Fever FM radio station, a part of the Fever Network.

This however, was an elaborate marketing ploy. The radio station is not actually shutting down. It is simply moving to a new digital home.

As per sources, HT Media is changing its position away from “Baap of Bollywood” to appeal to a new digital-native audience. Its claims of shutting down the radio channel was a launch marketing gimmick, it seems.

Via a LinkedIn post, Menon shared, “It is with a heavy heart we bring to you this urgent announcement. You our partners and our listeners have been with us through our ups and downs and our thick and thin but we must make this decision for all. Radio has been a part of your journey, figuratively and literally. Everyday. But as they say, all journeys must come to an end and the end for Radio is closer than you expect.”

Fever Network was launched in 2006, and has 22 stations across 15 cities in India. The Fever Network includes Fever FM, Radio One, Radio Nasha, and Punjabi Fever.


Tags
First Published on Jan 30, 2024 11:38 AM

More from Storyboard18

Brand Makers

Godrej Consumer stands firm on ad spending, bullish on in-housing capabilities; 'Big believers' says MD Sudhir Sitapati

Godrej Consumer stands firm on ad spending, bullish on in-housing capabilities; 'Big believers' says MD Sudhir Sitapati

Brand Makers

WAVES 2025: India's global entertainment summit aims to chart a $50 billion future

WAVES 2025: India's global entertainment summit aims to chart a $50 billion future

How it Works

Retail rules, Q-comm bubbles: Cola Wars heat up as brands tap digital playbooks

Retail rules, Q-comm bubbles: Cola Wars heat up as brands tap digital playbooks

Brand Makers

Landmark sessions at WAVES 2025: A call for universal access to media and entertainment

Landmark sessions at WAVES 2025: A call for universal access to media and entertainment

Quantum Brief

Maestro Ustad Amzad Ali’s son compose patriotic music for Independence Day

Maestro Ustad Amzad Ali’s son compose patriotic music for Independence Day

Quantum Brief

Pune eatery wins legal battle against US based Burger King

Pune eatery wins legal battle against US based Burger King

Quantum Brief

World Federation of Advertisers suspends brand safety unit after Elon Musk’s lawsuit

World Federation of Advertisers suspends brand safety unit after Elon Musk’s lawsuit

Brand Makers

GOAT Brand Labs raises $21 million to drive omnichannel expansion

GOAT Brand Labs raises $21 million to drive omnichannel expansion