HT Media-owned Fever FM has kick-started its operations in Chennai after acquiring Aaha 91.9 FM. The new station, Fever 91.9 FM, taps into the emerging cultural and entertainment trends of Chennai.
Prior to the launch, Fever conducted consumer research with migrants and new-age Tamilians in Chennai and unearthed interesting insights. The research revealed that 'more than 95 per cent of listeners were inclined to listen to Bollywood music, and that there is a widespread fondness for Bollywood songs'. The research also found that in Chennai there is a universal viewership of Bollywood movies.
Harshad Jain, CEO, radio and entertainment, HT Media, states, "Fever FM is excited to launch in Chennai and expand its metro footprint. Chennai has witnessed a lot of changes in the past decade; one of them being the influx of migrants and other a steadily growing consumption and demand for Bollywood movies and music among new-age Tamilians. We are sure we will establish new firsts in Chennai, and serve Bollywood to Chennai in a unique and entertaining manner."