Future Media has decided to have a more direct presence in the radio medium. Even as no official comments were available at the time of filing the report, it is understood that Future Media is in the process of identifying a model, which would form the premise of Future Radio.
Future Media has floated different models and has invited entities in the radio space like stations, content providers and so on, to bid for the model. The bidding process ends in the first week of January 2008. The outcome might see Future Media getting into a joint content deal or joint selling deal, based on the results of the bidding process.
Sources familiar with the situation even informed that post the bidding a decision would be taken on whether Future Radio would be a co-branded initiative or a completely Future branded deal.
In the present state, Future Media has a few tie-ups in the radio space. For instance, Big FM is its partner in Big Bazaar, while Red FM is its partner in Pantaloons. These are advertising tie-ups. The objective for having a radio channel in malls like Future Group properties like Big Bazaar and Pantaloons or its acquired media spaces, is largely due to the fact that the stations played are exclusive and hence, can claim captive audience in these malls.
Future Media already has a presence of this kind in the television space with Future TV. The company has the option to change the content that is played in its various platforms, depending on the ambience and other similar factors. Sources informed that even in the case of radio, a change in content could be expected depending on the outlet.