Fever FM has tied up with MTV Unplugged as exclusive radio partner for the show’s second season, which commenced on November 3. According to the partnership, Fever FM will have exclusive rights of the show’s content and will get visibility among its fans.
Harshad Jain, Business Head – Radio and Entertainment, HT Media said, “MTV Unplugged season two content is available exclusively on Fever FM. This is a part of special weekend programming and aimed at driving appointment listening. We believe in offering the best music experience to our listeners and what better can it be than this.”
The season kicked-off with Oscar winner A R Rahman, who presented his popular songs unplugged. The coming weeks will see icons such as Shafqat Amanat Ali, Lucky Ali, Sunidhi Chauhan and Ash King.
Commenting on the association, Aditya Swamy, EVP and Business Head, MTV India said, “It is always our endeavour to take our content beyond TV and Fever FM has been a great partner in this. Thanks to this partnership, people can enjoy the music of Unplugged on the go. This fits in with our marketing strategy to surround sound young people with our content.”
While the partnership helps MTV Unplugged leverage radio’s mass reach element, the network also has a lot to benefit. In the milieu of mass content formats, Fever FM does not only get an opportunity to provide variety but also bank on fans of the show and the artists who are going to be performing.
To beef up the weekend line-up, the show will be aired on Saturday evenings. The kind of response Fever FM garners is important not only for the station but for the entire radio fraternity that has a chance to determine how television show formats work with radio listeners.