This is one ‘fever’ Kolkatans need not fear. Fever 104 FM, the joint radio initiative from HT Media Ltd and Virgin Radio, is all set to go on air in Kolkata from January 23, 2008.
Confirming the news, Alok Kumar Singh, Station Head, Fever FM Kolkata, said, “We want to be present in all metro markets, hence, it was important for us to launch in Kolkata, which gives us the additional footprint that we wanted,” Fever FM is currently present in Delhi, Mumbai and Bangalore.
Singh further said, “Kolkata being a major metro, is similar to Delhi and Mumbai. However, there are some cultural differences in terms of music preferences. The music will be a mix of Hindi and Bangla, while our RJs would speak in Bangla combined with Hindi and English. We are targeting listeners in the age group of 18-34 years in SEC A & B. Keeping true to the tagline ‘It’s all about music’, our focus will be more on music and less talk.”
Singh, however, declined to comment on whether the station would have any celebrity RJ on board. The Fever FM Kolkata Sation Head has worked across industries – ranging from music (HMV – now SaReGaMa) to FMCG (Pepsi, Agro Tech Food Ltd) to telecom (Hutch – now Vodafone) – and has been in the broadcasting industry for the past one year.
At Fever, he is reporting to S Keerthivasan, Business Head, HT Music & Entertainment. The programming will be handled by National Programming Head Gaurav Sharma.