Last year, Dainik Bhaskar Group’s 94.3 MY FM entered the big boys club when it crossed the INR 100 crore milestone. Currently, it is present in 17 cities and Harish Bhatia is hopeful that the 13 stations it acquired in Phase 3 auctions will be active by 2016-17. Since the new licences will be valid for a period of 15 years, the company will be well buffered against volatility in economic conditions, which might help it breach the next revenue milestone it has set for itself!
Knowing that radio audience are now an evolved and demanding breed, Bhatia knows the importance of providing them with breakthrough and focused content. Hence, he decided to create a differentiation with some exclusive shows given the brand’s positioning – ‘Jiyo Dil Se’ – and build an emotional connect with them.
“We launched Crossfire, a hard-hitting interview with an intent to give serious listeners a solid reason to tune in. Our on-ground initiatives helped develop a strong connect for initiatives like ‘Jiyo Dil Se Awards’, ‘Rangrezz’, ‘Paiso ka Ped’, ‘Daawat E Music’, etc,” he added.
This February, 94.3 MY FM increased its advertising rates across all its 17 stations by 25%. “As our markets grow at an exponential pace, many advertisers have realized that radio is the most effective way to reach out to the audience,” Bhatia noted adding that the price hike has been well accepted by advertisers. Looks like this radio channel, at least, has finally found its groove.