Fever FM shuts down – likely to get rebranded as ‘Fever Happening’?

Fever FM, the Radio station owned and operated by Hindustan Times has announced that it is shutting down its operations. The update was made through the radio station’s LinkedIn page. According to market sources and internal updates, the announcement was part of a marketing exercise to rebrand the FM radio network.

Unconfirmed sources also revealed that HT Media is planning to drop “FM” tag from its brand name Fever FM and rebrand the same as ‘Fever Happening’. MediaNews4U reached out to Fever FM on this development. Sources also revealed that the company is planning for a structural change that might involve the likely rebranding and unveiling of new business vertical. The company is expected to come out with an official announcement in next two days.

Earlier, Ramesh Menon – CEO, Fever FM in a video posted on LinkedIn said that the decision of shutting down the station comes after careful consideration and due to the evolving trends in the media industry.

“The management would like to express heartfelt gratitude to RJs, advertisers, partners, employees, and listeners who built and support the station,” Menon added.

https://www.linkedin.com/posts/feverfmofficial_changeisgood-feverfmshutdown-activity-7157931769307058176-dRpZ?utm_source=share&utm_medium=member_ios

Subsequently Reacting to the LinkedIn post, Monalisa Mandal – VP Marketing & Digital – Fever FM commented, “After more than four years with this company, it’s a sad way to part ways. I feel disheartened by this news, knowing that a significant chapter is coming to an end. However my experiences here will forever remain a part of my professional journey. I extend my gratitude to all my colleagues and peers who have been a constant support. ľ’m deeply thankful to the company for shaping my professional journey thus far.”

Many RJs and staffs of Fever FM reacted in similar manner. However, Vineet Singh Hukmani reacted to the post calling it is a rebranding exercise and said, “Rebranding exercise! shock and awe strategy! its too good a business to shut down! A good way to energize the brand and go after large election revenues. Excellent acting Ramesh Menon 👍

Perhaps dropping ‘FM’ will allow positioning as a larger content offering with an added digital footprint. (Something on the lines of mirchi / mirchi plus)”

(updated @11:03 AM and 12:01 AM with inputs on possible rebranding of Fever FM and structural changes in Radio business of HT Media)