The Sun Network is flagging off its second phase of FM radio stations under the brand name 93.5 SFM on November 6, 2006 starting with Bangalore, Hyderabad and Jaipur.
“Until now, FM radio has been featuring a steady stream of ‘latest’ music and been a source of light-hearted fun, but SFM has chosen to be different by being the ‘radio of expression’ for all our listeners across the country,” said K Sanmugan, MD, South Asia FM and Kal Radio.
The group has chosen the tagline ‘Jhoomo Jamke Jhoomo’ for Jaipur, ‘Mast Maja Maadi’ for Bangalore and ‘Vinnandi Vinnandi Ullasanga Utsahanga’ for the Hyderabad station.
Speaking about the differentiating factor of the new stations, Sanmugam said, “We are a format radio station, but have moved away from the established commercial radio model in India. As a network, we will maintain a higher mix of musical properties, with 75 per cent of our product being music.”
“Due to the discernible lack of talent in the radio market, we have trained completely fresh talent because as a company we believe in building resources. With intensive on-ground programming we will take our studios to the people,” he added.
The Sun Group has won license for a total of 45 FM stations. The group already runs four FM stations under the brand names Suryan FM and Visakha FM. The Group has appointed O&M as the creative agency for its FM stations.