Fever 104 FM has completed a year of operations and is celebrating the occasion in a grand way, by bringing music maestro A R Rahman and Sir Richard Branson to the Capital. While Rahman enthralled Delhiites for three hours on November 17, Branson came on horseback to ‘wed’ the radio venture from HT Music & Entertainment Company Ltd, a subsidiary of HT Media Ltd.
The time was just right for the radio player to undertake this major on-ground initiative. According to S Keerthivasan, Business Head, Fever FM, Rehman’s concert, his first ever in Delhi, was a befitting alliance for the channel as the musician represented the very essence of contemporary Indian music, and thus the radio station. During the month-long promotions for the concert, Fever FM had also launched a ‘Voice Hunt’ to scout for that special talent, who got the opportunity to share the stage with Rahman.
The visit by Branson was on the same anniversary celebration note. As is known, HT Music has tied up with Virgin Radio to bring ‘world class hit music’ to India. At an interaction with the media on November 19, Rajeev Verma, CEO, HT Media Ltd, said, “Virgin Radio is associated with the youth, and that is what Fever 104 FM is all about. Virgin Group’s entry into radio has been marked with success, although it made its foray into mature markets. However the FM radio market in India is still at a nascent stage. So, with Virgin Radio’s brand association, and with our presence in Delhi, Mumbai and Bangalore, we are sure we will make it big in Kolkata too very soon as well as in other cities and towns as and when we acquire licenses to operate there.”
Verma explained that the key differentiator for Fever FM was the music it played for its TG, and that the company carried out a lot of research for that unique music listening experience. “The key factor that makes Fever FM different from others is the inclination of its RJs to play music on air, rather than wanting to make themselves heard. Now you can expect us to add more Indian cities and bring Fever 104 FM to the entire country,” said Branson. The flamboyant entrepreneur also heralded live concerts to be the future of music while talking of the Rahman concert.
Branson further said that Virgin Atlantic would want to enter the Indian domestic airline market as well and would like to compete with the likes of Jet Airways and Kingfisher, if the Indian Government permitted. He added that he would be back in India after two months to launch Virgin Mobile, but refused to name the Indian partner for the same. He further hinted about Virgin Group’s entry into Bollywood in the future via the Indian comics being developed by Virgin Comics.